Blandine Jean-Paul Adjunct Professor, Board Director and Vice President Marketing Ethos Cannabis Throughout her career, Blandine has crafted impactful strategies for some of the world's most recognizable brands, including Diageo's spirits portfolio (Smirnoff, Johnnie Walker, Baileys), Heineken, Red Stripe, Guinness, Hasbro, and ESPN.
Currently, she serves as the VP of Brand and Marketing for Ethos Cannabis, a vertically integrated multi-state operator in the cannabis industry. Since joining, Blandine has restructured the marketing organization, focusing on ROI-driven initiatives guided by consumer insights. She has successfully launched new brands like Headliners and Eleven and rebranded Natural Selections and Meigs County. Additionally, she is spearheading Ethos’ digital transformation, enhancing agility and consumer engagement.
In addition to her corporate role, Blandine has been an adjunct professor at Bridgewater State University for nearly two years, passionately supporting students in their journey to becoming future marketers. She teaches in-person marketing and management courses each semester.
Blandine has also expanded her professional impact by joining the Board of Directors for Big Brothers Big Sisters of Eastern Massachusetts. Over the past three years, she has helped reshape their marketing strategy, executing plans to attract diverse volunteers and drive agency growth.
Previously, Blandine was Vice President of Brand and Marketing at Garden Remedies, where she played a key role in launching the successful Lotis gummies brand. Before that, she served as Senior Director of Global Brand Strategy and Marketing at Hasbro, promoting beloved brands like Play-Doh and Mr. Potato Head. She developed a multicultural strategy that generated an additional $1 billion in sales over five years, a plan she presented to the C-suite. During her tenure as Head of Marketing and Innovation for Diageo and Heineken, Blandine was instrumental in launching the “What’s Good” campaign for Red Stripe, transforming its image from “your father’s beer” to “the cool beer to be seen with.” This campaign included a multi-year sponsorship of Reggae Sumfest, drawing hundreds of consumers to Jamaica and driving 30% sales growth.
Before these roles, Blandine spent nearly a decade at ESPN, where she was a catalyst for $140 million in revenue through innovative digital, mobile, print, and promotional strategies for high-profile events like Major League Baseball and the ESPY Awards. Her unique blend of emerging technologies and traditional marketing has led to numerous revenue-boosting accomplishments, including life-saving marketing support for the ESPY Awards. Born in New York to Haitian immigrant parents, Blandine graduated with honors from Boston College with BA in Communications and earned her MBA in Marketing and International Management from Northeastern University.
She currently resides in Massachusetts and is proud of her two greatest achievements: her young adult children, Alexander and Kaelyn.
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