Hybrid Marketing Co.'s VP of Strategy, Jen Lamboy, offered a deep dive into the complex, state-by-state regulated U.S. cannabis market, highlighting that managing diverse consumer types and cultural stigma is key to success.

Lamboy shared insights from the recent MJ Biz conference, noting a shift toward attendees being "ready to do business," and predicted immense growth in cannabis-infused beverages despite the looming potential for a federal ban on intoxicating hemp.

She detailed the company's strategy work across the full supply chain, which leverages five core business drivers—revenue, risk, cash flow, cost, and asset utilization—to manage varied organizational risk tolerances around compliance.

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