We recently connected with Madison Richards and have shared our conversation below.
Madison, thanks for joining us, excited to have you contributing your stories and insights. Can you walk us through some of the key steps that allowed you move beyond an idea and actually launch?
Currently I work for Left Coast Holdings, a Vertically Integrated cannabis company in Northern Michigan. We have 3 Retails, 2 brands, and an outdoor grow with 42,000 plants. My role in the company is marketing, I am the content creator, social media manager, retail marketer, and farm marketer. I also take on the role of sales and attending brand events, along with brand development. In the company the ‘main decision’ makers are all men, and until I joined the team, all the products were male focused. 9 months ago I pitched a brand idea to my CEO, and his partner to create a women’s focused health and wellness cannabis brand. It was green lite and I got to work. Within 5 months Lei Loro was ready to hit shelves. Launching with 3 topical balms in the Michigan Market. We then launched 3 tinctured 2 months later. In order to create something unique in the market, I studied what cannabinoids help with common health problems in women. I worked with the team at the labs to curate perfectly blended formulas for each product to target those needs for women. From there I started designing the packaging, and brand assets. From colors, fonts, and the voice of the brand, I researched my favorite influencers, brands, and companies to perfect the colors that made sense for Lei Loro.
When I think of women’s health and wellness, my best friend Siena comes o mind. She embodies it in everything she does, devoted to natural products and cannabis. She is Italian, so I knew the name had to be in that language. Lei Loro is Italian for She/Her They/Them. So that is how the name came about.
From there I finalized the logo, and we began processing it.
Madison, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?
As I stated before, I work in Marketing and Sales in the Cannabis Industry. I truly love what I do, and this industry. I found this industry accidentally… I was fascinated by it, so I started as a part time budtender to get aligned with the industry. From there I used my marketing and sales background to grow in the industry to the position and company I work with now.
Alright – let’s talk about marketing or sales – do you have any fun stories about a risk you’ve taken or something else exciting on the sales and marketing side?
One of my favorite marketing stories actually happened fairly recently. I was able to attend the Cannabis Marketing Association Summit in Denver, CO. I was able to meet and network with industry professionals, and build my network. It allowed me to expand my tribe, while learning from industry pros. I am truly thankful for my company and the opportunities they continue to provide for me. I am learning directly from my CEO, Willie Mckenzie and as my mentor he has taught me so much about this industry, as well as professional growth. From sales tactics, creative ideas for marketing and social media, to leadership and accepting feedback.
What do you think helped you build your reputation within your market?
I am authentic, and always myself. While I’m naturally outgoing, I struggle with anxiety. Learning to rise above that, and find coping methods has allowed me to show my true self in this industry and be outgoing, make connections and show my passion for cannabis by emobing what I preach.
Contact Info:
- Instagram: @msmadisonrichards
- Linkedin: https://www.linkedin.com/in/madison-richards-75a0401a0/
Image Credits
Madison Richards