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About Me
Amber Craig For more than 20 years, I have built a career at the intersection of creativity, strategy, and growth. I began in media as a writer and designer, then evolved into marketing, launching my own agency in 2011. Over the next decade, I partnered with more than 120 companies to build brands, drive revenue, and create marketing strategies that actually perform. My experience spans retail, home services, hospitality, non-profit, wellness, and emerging industries like cannabis and AI, giving me a rare ability to adapt strategy to both regulated and highly competitive markets. In 2013, I helped open Alberta’s first medical cannabis clinic. After several years consulting on brand and marketing, I joined the executive team full-time in 2017 to help launch and scale its cannabis retail brand. As Chief Merchandising Officer, I led marketing, pricing, category management, visual merchandising, store design and communications. I played a key role in opening 41 retail locations, delivering multiple industry firsts, including Canada’s first licensed cannabis consumption site at a festival. Alongside my executive work, I have been deeply committed to education and industry leadership. I spent several years teaching and developing Canada’s first Retail Cannabis Marketing course at Mount Royal University, helping shape the next generation of professionals in a newly legalized industry. In 2022, my work and impact were recognized when I was named one of Avenue Magazine’s Top 40 Under 40.
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