Industry marketing leader B.J. Carretta has spent the last year consulting for some of the top brands in Cannabis; NorCal Cannabis, Have A Heart, DNA Genetics, Omura and recently opened all four locations for Terrasana Cannabis Company in Ohio. He also serves as marketing advisor to Sagely Naturals, the largest female founded CBD company, as well as online CBD marketplace Fleur Marche.
Prior to establishing Carretta Consulting, BJ spent 14 months as the chief marketing officer at MedMen. He led all marketing efforts as the organization evolved from medical to adult recreational to public. At MedMen, Mr. Carretta was charged with developing and executing consumer and brand marketing strategies to establish the company as the leading brand in the emerging cannabis space. Under his leadership, the organization launched two of the most successful campaigns in cannabis history; “It’s Legal” and “Forget Stoner.” Carretta also spearheaded the push for broader paid media acceptance for cannabis by securing national advertising on Sirius XM, podcasts and terrestrial radio. He created EMBER: Journal of Cannabis Culture, which is a magazine partnership with PAPER Mag as well as the partnership and collaboration with Gwyneth Paltrow’s Goop. Widely recognized as one of the foremost strategists in all of cannabis, and regarded for driving results, he also developed and fostered the industry’s first true public relations campaign focused outside of the industry which resulted in coverage in Fast Company, Forbes, Vogue, TODAY Show, US Weekly, CNN, Jimmy Kimmel Live and many others.
Before MedMen, Mr. Carretta served as vice president of digital brand marketing, media and communications at Fender, the world’s leading guitar manufacturer. He oversaw strategy for the company’s global consumer and digital marketing efforts. He built and implemented Fender’s most expansive PR, paid and social media programs in company history. His strategies led to over 40 percent cross channel growth in the first year, delivering more than two million new engaged consumers. Prior to Fender Mr. Carretta spent eight years at NBC Sports Group, leading marketing and communications for the action sports division. He worked with the likes of Mountain Dew and Red Bull on the Dew Tour and to launch the Red Bull Signature Series. Carretta began his career at NBC Universal where he helped launch the studio’s TV to DVD business, overseeing legendary franchises like Saturday Night Live, Will & Grace and Little House on the Prairie.
Carretta earned a Bachelor of Arts degree from Purdue University where he was also a member of the Division I men’s varsity basketball team.