Data as the Key to Customer Discovery with Deanie Elsner

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America’s hemp industry is booming, and it’s estimated to triple in size over the next few years. But despite it’s growth, it remains unregulated and saturated with a wealth of companies competing for attention. 

So how does a CBD company a) stand apart from competitors, b) shake the negative narrative associated with the product and c) educate people on the true – and positive – effects of CBD? 

It’s a question that Deanie Elsner, CEO of Charlotte’s Web is facing right now… Deanie is an experienced marketing executive, having helped brands like Kellogg’s and Kraft Foods prior to her arrival at Charlotte’s Web. But this arena is a different battle than what she faced in those more conventional brands.

In this episode, hear from Elsner as she details the early wins for the company, how rapid-growth helped stabilize the company, how they continue to educate consumers on the positive impacts of CBD and how they provide real time feedback within their data infrastructure.


Episode 42