Laurie Parfitt is an accomplished executive, leader, and coach who has significantly impacted the cannabis industry. With over two decades of experience driving innovation and execution across multiple functional areas within companies from start-up to Fortune 500, Laurie has worked with some of the most renowned organizations, including Kraft Foods, Beam Suntory, Topco Associates, Mizkan America, and Mission Dispensaries.
Laurie Parfitt is a pioneer in the cannabis industry, and her work as a Fractional CMO in the space has made a significant impact. As the founder and CEO of LKP Impact Consulting , Laurie has dedicated herself to helping cannabis businesses grow and succeed. With her extensive experience in consumer-packaged goods and her passion for creativity and brand building, she brings a unique perspective to the cannabis industry, making her an invaluable asset to businesses seeking to thrive in this rapidly evolving space.
A Passionate Journey into the Cannabis Space
Laurie embarked on a journey into the cannabis industry when she landed her dream job as head of marketing for a multi-state operator. Her deep love for cannabis and the movement behind it was ignited, as she saw the potential to revolutionize healthcare and wellness. She poured her heart and soul into her work, driven by a commitment to make a positive impact in the world.
However, the capital markets crisis of 2020, coupled with the onset of the COVID-19 pandemic, caused widespread layoffs in the cannabis industry, and Laurie found herself facing transition. It was then that she stumbled into consulting, starting with consumer products, and discovered a newfound love for it. As a consultant, she gained valuable insights into different companies and their best practices for optimizing operations.
As she pondered her next career move, Laurie's husband suggested that she combine her business development and consulting skills and launch her own firm. And thus, LKP Impact Consulting was born, with a focus on fractional CMO services for the cannabis and CPG industries. Laurie's unwavering passion and dedication to the cannabis industry continue to inspire others, and her journey has been nothing short of remarkable.
Fractional CMO firm for cannabis and CPG industries
LKP Impact Consulting specializes in providing marketing and sales strategy services to small to midsize businesses. The company was founded in 2020, with a focus on the cannabis and CPG space, and it serves as a valuable asset to businesses looking to grow and succeed without breaking the bank. As a fractional CMO firm, LKP Impact Consulting offers functional leadership skills on a part-time basis, enabling businesses to leverage the expertise of high-level leaders without the hefty price tag associated with hiring a full-time CMO.
Laurie and her team at LKP Impact Consulting work closely with cannabis businesses to develop marketing strategies that help them stand out in a crowded marketplace. With the cannabis industry rapidly evolving, Laurie's extensive knowledge and expertise have helped numerous businesses stay ahead of the curve. LKP Impact Consulting's range of services includes brand building, marketing optimization, and sales strategy, covering everything from branding and packaging to social media and advertising. With a full team of experienced professionals, including two other fractional CMOS, PR, content creation, and design experts, LKP Impact Consulting offers a comprehensive approach to helping cannabis businesses grow and succeed.
Fueling Your Marketing Career
Laurie's advice to someone starting their career in marketing and brand building is to gain as much experience as possible and seek out great mentors to develop their skills. In her opinion, it's not just about learning from your boss, but also finding mentors around you who can offer guidance and support. While learning from a CMO is valuable, having a strong network of mentors is crucial to success in the marketing industry.
Additionally, Laurie encourages young marketers to be open to new experiences and take risks. She believes that taking on new challenges and learning from them is the best way to grow in the field. Laurie advises that being adaptable and embracing change is essential, particularly in the fast-paced world of marketing.
Advocating for Education in the Cannabis Industry
Laurie Parfitt continues to make a significant impact on the cannabis industry through her unwavering dedication to helping businesses succeed and her passion for education. As a highly respected and influential figure in the industry, Laurie firmly believes that educating the community about the benefits of cannabis and responsible usage is crucial to the industry's success. Her vast experience and expertise have made her a sought-after speaker and educator in the field, and she remains committed to helping others understand the intricacies of the cannabis space.
Growing up during the Nancy Reagan era, Laurie understands the challenges that come with the stigma surrounding cannabis. For many years, the plant was highly stigmatized. However, with the legalization of cannabis in many states for both medical and recreational use, Laurie sees the potential for the cannabis industry to revolutionize the healthcare industry. Despite cannabis affecting each individual differently, she acknowledges that it has many medicinal properties that can benefit people's health. Educating the community is crucial to helping individuals understand the differences between medical and recreational cannabis and how to properly engage with cannabis products to ensure a positive experience.
Laurie's mission is to help people understand the benefits of cannabis and how it can positively impact their lives. Her dedication to educating the community and advocating for responsible usage has earned her immense respect and influence in the industry. As the cannabis industry continues to evolve, Laurie's work will undoubtedly play a critical role in shaping its future.
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