Norcal Cannabis, one of the largest cannabis companies in California announced on March 5, 2019, that it had appointed Joel Lunenfield as its Chief Marketing Officer(abbreviated as CMO). Lunenfield had earlier held the position of the vice president of global brand strategy at Twitter, one of the most well-known internet brands in the world. Lunenfield is expected to use his experience at Twitter to help Norcal in planning, developing its brand strategy and executing it. He will help in developing the retail concepts for NorCal’s brands to increase their sales and also its corporate identity.
Lunenfield is also expected to increase the revenues of Norcal companies using content marketing and other marketing strategies, communication with potential customers on behalf of the organization. Douglas Cortina, the chief executive officer at Norcal said that Joel Lunenfield had played an important role in the development as well as the growth of Twitter in the last few years. Cortina claimed that Lunenfield’s extensive experience in building globally disruptive brands like Twitter would greatly help in making Norcal the most high profile brand in California for cannabis.
Since Lunenfield has a lot of experience in new media, marketing and branding, Cortina hoped that this experience would help the cannabis industry which is still in its early stages with only a few products. Lunenfield has won a large number of awards in the advertising sector like the Grand Prix Lion at Cannes and in 2015, she was inducted in the Hall of Achievement of the Federation for American Advertising. Before appointing Lunenfield as its CMO, Norcal had announced that it had a closed a series A funding round for an amount of $ 274.4 million. Norcal’s president Jigar Patel had said that the company is making large investments in people from different and complementary sectors. He said that Lunenfield would greatly help in making Norcal Cannabis grow rapidly and become a trusted cannabis brand worldwide.
Lunenfield claimed that Norcal had a long history of providing the supply chain and technology to change the way customers are interacting with its brands. He said that he was extremely excited to join Norcal as it develops consumer products and as the cannabis industry grows. At Twitter, he claimed that he had worked with communities and influencers to build their brands. For developing consumer trust for cannabis, education, marketing, influence, and communities are important factors, Lunenfield said. He hoped to make Norcal cannabis the most trusted cannabis brand.