Marketing That POP's | ThrivePOP

Grace Clemens is the Founder and CEO of SGC Marketing, a strategy-first digital marketing agency. With over 14 years of experience in copywriting, digital strategy, and multichannel marketing, she has scaled startups and built high-performing campaigns for global brands. Before founding SGC, Grace helped grow SilkFred’s revenue 5x and managed the marketing strategy for the $100M XPRIZE Carbon Removal initiative.

In this episode…

Many businesses struggle to build a strong digital presence that translates into measurable results. From chasing viral trends that don’t lead to conversions to using a one-size-fits-all approach across platforms, companies often miss opportunities to connect authentically with their audiences. How can brands refine their strategy to focus on meaningful engagement, consistent messaging, and sustainable growth?

Digital marketing strategist Grace Clemens suggests focusing on strategy, growth, and communications. Brands should define their values and mission early, adapt copywriting tones and content to specific platforms, and leverage data-driven audits to identify performance boosters. Grace also urges brands to use trends selectively to prioritize authenticity and create consistent value-driven content. 

In this episode of Marketing That POPs, Olivia Johnson and Michele Ringelberg interview Grace Clemens, Founder and CEO of SGC Marketing, about creating authentic digital marketing strategies. Grace talks about platform selection, trend adaptation, and how audits uncover hidden opportunities for growth.

Katie Stoller is a PR marketer and communications professional who helps brands create high-performing influencer marketing campaigns. With experience leading influencer marketing at top PR agencies like Fiat Growth, Golin, and Ketchum, she has worked with high-profile brands like Mulberry, Allstate, Wendy’s, and General Mills. Katie created the Influencer Insider Guide as a resource for marketing professionals. In this episode…

Many brands underestimate the potential of influencer marketing, often viewing it as an arbitrary tactic involving free product giveaways or high-priced celebrity endorsements. With algorithms constantly evolving and organic reach in decline, how can marketers build authentic, scalable campaigns that drive results?

Influencer marketing campaigns should blend creativity with performance. PR and influencer marketing expert Katie Stoller recommends leveraging SaaS tools to filter creators by demographics and engagement metrics, while leaning on trusted relationships to identify high-performing talent. Brands can align with existing fans, invest in paid promotions for visibility, and utilize B2B influencer campaigns to remain relevant and strategic. 

In today’s episode of Marketing That POPs, Michele Ringelberg and Olivia Johnson host PR and influencer marketer Katie Stoller to discuss creating lucrative influencer campaigns. Katie shares why organic reach is declining, influencer pricing strategies, and how to create viral content.

Michael Houlihan is the Co‑founder, President, and CEO at Barefoot Wine, a brand known for making wine fun, affordable, and accessible. He and his partner Bonnie Harvey launched Barefoot Cellars in a laundry room in 1986 with no wine experience and little funding, pioneering “worthy cause marketing” and performance‑based compensation in place of traditional advertising. Under his leadership, Barefoot became America’s best-selling wine brand before its acquisition by E. & J. Gallo. He now shares his insights as an author, speaker, and consultant.

In this episode…

Social media didn’t invent the power of the network; it simply digitized a strategy that successful brands have harnessed for decades. Long before Facebook and Instagram, some entrepreneurs were already leveraging relationships, causes, and communities to fuel explosive growth. So what does true grassroots marketing look like when it’s done right?

According to Michael Houlihan, a pioneering brand builder behind one of the most recognizable wine labels in the world, the secret lies in helping others first. He highlights how donating wine to small local fundraisers unexpectedly unlocked viral word-of-mouth and loyalty that no ad budget could match. By embedding his brand into the missions and communities that mattered most to his customers, he created lasting emotional connections. These values-based partnerships didn’t just move products; they turned buyers into brand advocates. The result was a national wine brand built without a single traditional ad campaign.

In this episode of Truth About Social Ads, host Jason Smith sits down with Michael Houlihan, Co‑founder, President, and CEO at Barefoot Wine, to talk about how he used pre-social media networking to build a powerful national brand. He shares how giving back sparked real growth, why aligning with causes matters, and what it means to market with heart. Michael also provides insights on scaling smart and building supplier trust.

Michele Ringelberg is the Owner and CEO of ThrivePOP, a digital marketing agency specializing in the cannabis, technology, and manufacturing industries. As a certified Hubspot Gold Partner, a Google Ad Certified Partner, and a WBENC-Certified woman business owner, she helps B2B and B2C businesses scale by implementing marketing tactics that generate leads and traffic. Michele also volunteers for the National Cannabis Industry Association’s (NCIA) Marketing & Advertising Committee, where she educates business owners about marketing in the cannabis industry.

Olivia Johnson is the Director of Marketing and Content Strategy at ThrivePOP. She began as a Digital Traffic Manager and has been with the company for five years. Before ThrivePOP, Olivia was a Project Coordinator at 40 VISUALS, where she managed new business development and project timelines.

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From navigating strict regulations and inconsistent infrastructure to managing consumer distrust, cannabis businesses often struggle to grow sustainably. Entrepreneurs in this space must comply with laws, resonate with their audiences, and drive conversions. What approaches can cannabis business owners leverage to scale with impact?

Five experts from across the cannabis space have developed niche methods for growth in the cannabis industry. Cannabis cultivator Autumn Karcey urges other cultivators to align HVAC design with sustainability goals to reduce costs and environmental strain. Marketing maven Matt Bertram created a hero’s journey storytelling framework to help brands connect emotionally with their audiences. Self-proclaimed cannabis mom Bianca Snyder warns of the dangers of unregulated cannabis products and recommends vetting trustworthy sources. Sales expert Nikki Rausch advocates for a defined sales and marketing process to convert leads effectively. Ernest Toney calls for more education and support for underrepresented cannabis entrepreneurs, emphasizing business preparation and policy reform. 

In this special episode of Marketing That POPs, Michele Ringelberg and Olivia Johnson recap top conversations with cannabis and other industry leaders. Featuring guests Autumn Karcey, Matt Bertram, Bianca Snyder, Nikki Rausch, and Ernest Toney, they explore topics like brand storytelling, sustainability through smart design, and the importance of aligning sales and marketing.

Nikki Rausch is the Founder and CEO of Sales Maven, a coaching and training company helping women entrepreneurs and business leaders master authentic sales conversations. With over 25 years of sales experience, she has sold to organizations like The Bill & Melinda Gates Foundation, Hewlett-Packard, and NASA. Nikki also holds a Master Certification in neuro-linguistic programming, has written three books, and hosts the Sales Maven Podcast, which is ranked in the top 1% globally. 

In this episode…

Sales conversations can feel awkward or inauthentic, and entrepreneurs’ fear of being too pushy or facing rejection may make them hesitate during the close. How can service-based professionals overcome this discomfort and lead sales conversations that feel natural and yield results?

Sales coach and trainer Nikki Rausch has developed a five-step selling framework to help sellers build rapport, guide clients through the buying process, and issue invitations to close without pressure. The strategy involves utilizing techniques like matching and mirroring to increase likeability and credibility and crafting discovery questions, like right-fit and expertise questions, to uncover client needs and personalize offers. Staying top-of-mind can also turn initial rejections into future sales.

In the latest episode of Marketing That POPs, Olivia Johnson and Michele Ringelberg host Nikki Rausch, Founder and CEO of Sales Maven, to discuss building confident and conversational sales processes. Nikki talks about guiding potential clients to a decision, helping clients overcome decision fatigue, and bridging the sales and marketing gap.

Bianca Snyder is the CEO of Society’s Plant, an artisanal hemp company. She is also the Founder of High Society Mama, a community that destigmatizes cannabis use during motherhood, and The Node Chicago, an experimental event venue. After a decade in the wine and spirits industry, Bianca transitioned to cannabis advocacy to promote plant-based wellness among mothers seeking alternatives to alcohol. In this episode…

Can cannabis and parenting co-exist without judgment? Despite growing acceptance of plant-based wellness, many moms still face stigma when using cannabis to manage stress, anxiety, or sleeplessness. As parenting expectations rise and mental health struggles persist, how can mothers explore cannabis as a viable and safe option?

Cannabis educator and marketing strategist Bianca Snyder promotes a beginner-friendly, low-dose approach to ease the fear of feeling too high from the effects of cannabis. By experimenting with proper dosing of various cannabinoids, like CBD-A and THC-A, mothers can reduce anxiety, improve sleep, and enhance intimacy. For marketers, Bianca recommends speaking to the emotional realities of motherhood to build trust, a loyal audience, and brand visibility in this heavily regulated market. 

Tune in to this episode of Marketing That POPs as Michele Ringelberg and Olivia Johnson interview Bianca Snyder, CEO of Society’s Plant, about using cannabis marketing to break stigmas and support moms. Bianca discusses how product education builds trust, why authenticity drives audience growth, and how CBD-A soft gels help with stress and anxiety.

Bianca Snyder is the CEO of Society’s Plant, an artisanal hemp company. She is also the Founder of High Society Mama, a community that destigmatizes cannabis use during motherhood, and The Node Chicago, an experimental event venue. After a decade in the wine and spirits industry, Bianca transitioned to cannabis advocacy to promote plant-based wellness among mothers seeking alternatives to alcohol. Here’s a glimpse of what you’ll learn: • [00:00] Introduction• [0:48] Bianca Snyder introduces herself as the High Society Mama• [2:57] Why normalizing cannabis use for parents helps reduce broader societal stigma• [7:53] The difference between THC, THC-A, CBD, and CBD-A, and their effects on the body• [10:18] How a legal loophole allows THC-A products to be sold online and the implications for the market• [13:59] Bianca’s background in marketing and how it helped her grow her cannabis-focused social media presence• [25:57] The emotional burden working moms and stay-at-home moms share — and how cannabis can support them• [31:10] Bianca shares her nighttime supplement routines, including CBD-A and magnesium • [34:17] Bianca’s plans for a cannabis product education funnelIn this episode…Can cannabis and parenting co-exist without judgment? Despite growing acceptance of plant-based wellness, many moms still face stigma when using cannabis to manage stress, anxiety, or sleeplessness. As parenting expectations rise and mental health struggles persist, how can mothers explore cannabis as a viable and safe option?Cannabis educator and marketing strategist Bianca Snyder promotes a beginner-friendly, low-dose approach to ease the fear of feeling too high from the effects of cannabis. By experimenting with proper dosing of various cannabinoids, like CBD-A and THC-A, mothers can reduce anxiety, improve sleep, and enhance intimacy. For marketers, Bianca recommends speaking to the emotional realities of motherhood to build trust, a loyal audience, and brand visibility in this heavily regulated market. Tune in to this episode of Marketing That POPs as Michele Ringelberg and Olivia Johnson interview Bianca Snyder, CEO of Society’s Plant, about using cannabis marketing to break stigmas and support moms. Bianca discusses how product education builds trust, why authenticity drives audience growth, and how CBD-A soft gels help with stress and anxiety.Resources mentioned in this episode:• Michele Ringelberg on LinkedIn -   / micheleringelberg  • Olivia Johnson on LinkedIn -   / olivia-nicole  • ThrivePOP - https://thrivepop.com/• Bianca Snyder: LinkedIn -   / biancaberger  • Bianca Snyder: Instagram -   / highsocietymama  • Society’s Plant - https://societysplant.com/Sponsor for this episode...This episode is brought to you by ThrivePOP, the #1 cannabis marketing agency for B2B and B2C companies. We are a women-led team of strategists, graphic designers, social media specialists, and web developers who work with dispensaries and cannabis service businesses to implement marketing strategies in a regulated industry. ThrivePOP creates unique marketing campaigns to inspire, create, and grow cannabis-focused businesses.To learn more, visit https://thrivepop.com/ or book a meeting with a dedicated marketing strategist at https://thrivepop.com/contact-us.

Matt Bertram is the Head of Digital Strategy at EWR Digital, a digital marketing agency for industrial, energy, and B2B companies. He is also the Chief Marketing Officer at Oil and Gas Global Network, the largest network of podcasts for the oil and gas industry. With over 15 years of experience in digital marketing, Matt has led initiatives across various industries, including energy, healthcare, and Web3. He co-hosts The Unknown Secrets of Internet Marketing, a top-rated SEO and digital strategy podcast.In this episode…

With evolving SEO algorithms, shifts in paid advertising, and the need for authentic brand storytelling, many businesses either waste marketing resources or fall behind on their strategies. How can companies adapt their marketing strategies to remain effective and competitive?

Digital marketing and SEO strategist Matt Bertram recommends embracing data-driven strategies, focusing on storytelling to build brand trust, and tailoring marketing tactics to evolving algorithms and audience behaviors. He has developed the “7-11-4” formula, which involves ensuring prospects consume seven hours of content, encounter a brand 11 times, and see it across four platforms. By prioritizing strategic alignment, continuous learning, and targeted experimentation, companies can generate impactful results.

In this episode of Marketing That POPs, Michele Ringelberg and Olivia Johnson host Matt Bertram, Head of Digital Strategy at EWR Digital, to talk about building adaptive digital marketing strategies. Matt discusses AI’s role in marketing, how to avoid common ad mistakes, and Google’s shift toward semantic search.

​Katherine Golden, RN, is the Founder, CEO, and Executive Director of Leaf411, a nonprofit organization offering free, nurse-led cannabis education and guidance. She is also the Founder and CEO of Leaf Nurse Network, a staffing agency for cannabis nurses, and a Cannabis Case Coordinator at the Colorado Department of Labor and Employment. With over 22 years of nursing experience, Katherine is a certified cannabis nurse educator and an advocate for healthcare equity, working to ensure safe and informed cannabis use for all. 

In this episode…

Misinformation and stigma around cannabis use persist, especially in healthcare. Patients worry about addiction, fear overdosing, or assume they must feel “high” to benefit from cannabis medicine. How can education and advocacy help shift these perceptions and empower safe, effective cannabis use?

According to cannabis nurse and therapeutics expert Katherine Golden, cannabis cannot cause fatal overdoses because it doesn’t suppress vital functions like breathing, unlike opioids. To address fears of overuse or dependency, she recommends asking patients clarifying questions about their cannabis use patterns and educating them on the difference between dependence — relying on cannabis for symptom relief and addiction — compulsive use despite negative consequences. Clear communication, microdosing strategies, and building awareness around the endocannabinoid system are crucial for altering the narrative around cannabis consumption.

In today’s episode of Marketing That POPs, Olivia Johnson and Michele Ringelberg hear from Katherine Golden, the Founder, CEO, and Executive Director of Leaf411, about cannabis education in the healthcare sector. She discusses marketing challenges in a heavily regulated environment, her company’s partnership with local dispensaries, and how cannabis can integrate with traditional medical treatments.

Autumn Karcey is the Founder and CEO of Cultivo, Inc., a cannabis design consulting firm specializing in high-performance cultivation facilities. With over 20 years in the industry, she led projects across 20 US states and three countries, focusing on permit acquisition, cultivation, and environmental optimization. In 2020, Autumn launched Artemis CoPack, a 67,000-square-foot manufacturing facility producing tech-driven cannabis products. She also manages two sun-grown farms and three in-house brands, including Smugglers, Cali Girls, and Artemis Farms.

In this episode…

With public perception, inconsistent regulations, and a lack of consumer education impacting the cannabis industry, building a cultivation brand seems risky. How can you produce high-quality cannabis at scale, stand out in an oversaturated market, and maintain sustainable practices?

As a cannabis cultivation and facility design expert, Autumn Karcey emphasizes experience, innovation, and practicality. To produce high-quality cannabis at scale, brands must maintain environmental precision — from proper HVAC planning to climate-controlled drying facilities — and adopt automation to increase efficiency without sacrificing quality. Autumn also recommends leveraging authentic storytelling, maintaining hands-on control of your brand presence, and building strong industry relationships. Additionally, brands should educate consumers on dosing and terpenes, shifting the focus away from THC percentages and toward more personalized, effective experiences.

Join Michele Ringelberg and Olivia Johnson in today’s episode of Marketing That POPs as they host Autumn Karcey, the Founder and CEO of Cultivo, Inc., to discuss building a scalable and sustainable cannabis business. Autumn shares her journey from garage grower to processing facility owner, shifting cannabis trends, and her vision for future industry standards.

Kristina Chavez is the President of Blackleaf, a company specializing in SMS marketing solutions for cannabis businesses. With experience in marketing, retail operations, business development, and tech innovation, she has been instrumental in forging strategic partnerships for the company. Kristina has held various roles at Blackleaf, including Director of Operations and Administration. 

In this episode…

Many businesses in the cannabis industry struggle with customer retention and compliance when using SMS marketing. With evolving regulations and increasing competition, retailers find it difficult to track the effectiveness of their messaging campaigns while ensuring they stay within legal boundaries. How can businesses leverage SMS marketing to increase engagement, drive sales, and remain compliant with industry regulations?

Cannabis industry leader Kristina Chavez recommends using data-driven insights to optimize SMS campaigns. When employing these campaigns, businesses should track customer behavior, utilize targeted promotional campaigns, and implement automated tools like abandoned cart reminders. Kristina also encourages companies to adapt strategies such as link-gated landing pages to meet evolving regulations. By focusing on personalization and segmentation, you can enhance customer loyalty and maximize marketing ROI. 

In this episode of Marketing That POPs, Michele Ringelberg and Olivia Johnson sit down with Kristina Chavez, the President of Blackleaf, to discuss SMS marketing strategies in the cannabis industry. Kristina shares the impact of referral programs, how to build relationships in the cannabis industry, and examples of high-performing promotional campaigns.