<p>Greg Butler, chief commercial officer at Cresco Labs, explains how the cannabis firm has pivoted during COVID-19, which has forced the firm to rely more on digital and less on retail and experiential activations that had been critical components of cannabis marketing. The former Molson Coors marketer also discusses Cresco's strategy on taking a brand portfolio approach with each offering geared for a specific set of consumers.</p>

Greg Butler, chief commercial officer at Cresco Labs, explains how the cannabis firm has pivoted during COVID-19, which has forced the firm to rely more on digital and less on retail and experiential activations that had been critical components of cannabis marketing. The former Molson Coors marketer also discusses Cresco's strategy on taking a brand portfolio approach with each offering geared for a specific set of consumers.

Marketing cannabis during the pandemic

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Every week, Ad Age Insider helps make sense of what's happening across advertising, marketing and media—and why it matters. Hosted by Parker Herren, the show features conversations with Ad Age editors and reporters unpacking the stories they're covering, with context, skepticism and perspective beyond the headlines. From shifts in power and strategy to cultural moments shaping the business of brands, Insider connects the dots across the industry. Subscribe to stay current—and see the industry more clearly.

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Marketing cannabis during the pandemic

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