Market Like a Badass with Kristin McFarland

Hosted by The Source Marketing Group

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Apr 2026

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In highly regulated markets like cannabis and craft beer, badass marketing is necessary for not only surviving but thriving in business. Geared towards women and minorities in business, from marketing coordinators to ambitious entrepreneurs and seasoned leaders, this podcast offers invaluable insights to help you thrive in your industry. You'll gain access to actionable marketing insights that will help you grow your business and market like a badass. Each season of Market Like A Badass features captivating interviews with industry leaders who have mastered the art of marketing in highly regulated markets like cannabis and craft beer. I'll feature marketing stories, tactics, and growth strategies that will help you monetize your customer data and drive more sales.

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54 recent

April 7, 202643 min

How to Get Press, Build Credibility, and Earn Media in Cannabis with Special Guest Garrett Rudolph

In this episode of Market Like A Badass, Kristin welcomes Garrett Rudolph, Editor in Chief of Marijuana Venture magazine, one of the cannabis industry's most respected B2B publications. As a journalist, editor, and event producer behind the Interchange series, Garrett sits at the intersection of cannabis media, retail, and wholesale, giving him a front-row seat to what's working (and what's not) for brands trying to get their message out.Garrett pulls back the curtain on what actually makes a cannabis story worth covering, why most brand pitches miss the mark entirely, and how businesses with limited budgets can build a realistic, consistent media strategy without hiring a PR firm. From crafting the perfect pitch to maximizing a placement once it finally lands, this episode is a masterclass in earned media for cannabis and ancillary brands ready to stop flying under the radar.Then Kristin and Garrett square off in a round of "Ass or Badass" — reacting to the hottest headlines across the industry, from a Michelin-starred restaurant collab with craft cannabis growers to Shopify's alleged double standard with Seth Rogen's Houseplant brand, and more.On this episode, you will:Learn what editors at top cannabis publications actually want to see in a pitch — and the red flags that get you ignored instantlyDiscover how to build a sustainable earned media strategy with limited time and no PR budgetHear why credibility still drives media opportunities — and how to maximize coverage once you finally land itQUICK LINKSConnect with Garrett: LinkedInCheck out Marijuana Venture: www.marijuanaventure.comFollow Kristin: www.sourcemarketinggroup.com | LinkedInSubscribe: Apple Podcasts | SpotifyThis is a bonus episode of Market Like A Badass — outside our usual seasonal themes, but too good to keep in the vault.

January 27, 202648 min

Coco Flow: Canna Connect x Back Channel Brewing Collab with Special Guest Spencer Ploessl

In this episode of Market Like A Badass, Kristin welcomes Spencer Ploessl, Creative Director and marketing strategist who bridges the worlds of cannabis, craft beer, and beverage innovation. As Advisor and Creative Director for Canna Connect in Minnesota, Spencer recently launched Coco Flow - a THC-infused coconut water that is a first of its kind. This special hemp beverage collaboration with Back Channel Brewing Co. showcases what's possible when cannabis and craft beer collide.Spencer shares the inside story of how this collaboration came together, revealing the strategy behind successful brand partnerships in highly regulated spaces. From navigating tolerance variations to educating consumers on minor cannabinoids, Spencer breaks down the creative marketing tactics that work when traditional advertising won't cut it. Plus, he reveals which craft beer branding lessons translate to hemp beverages - and which approaches need to be completely reimagined.On this episode, you will:Discover how the Canna Connect and Back Channel Brewing Co. collaboration came together and what metrics actually matter when launching a co-branded hemp beverageUnderstand how to differentiate hemp beverage brands in an increasingly crowded marketHear real-world tactics for educating consumers about minor cannabinoids and dosingQUICK LINKSConnect with Spencer: SpencerPloessl.com | LinkedInCheck out Canna Connect: www.cannaconnectmn.comFollow Kristin: www.sourcemarketinggroup.com | LinkedInSubscribe: Apple Podcasts | Spotify | YouTubeThis episode is part of "Taboo to Tap" - a special season exploring how hemp beverage pioneers are racing to craft billion-dollar beverage brands by mastering the art of compliant and grassroots marketing.

January 20, 202643 min

Building the Buzz: Creative Marketing for Hemp Beverage Brands with Special Guest Lisa Hurwitz

In this episode of Market Like A Badass, Kristin McFarland sits down with Lisa Hurwitz, Founder and CEO of Happi, the female-founded THC beverage brand that's revolutionizing how consumers experience cannabis through thoughtfully dosed, wellness-focused drinks.Lisa shares her journey from CPG and cannabis expertise to launching Happi with a clear mission: creating accessible, low-dose THC beverages. From navigating regulations to choosing the right dosing and marketing strategy, Lisa reveals what it really takes to build a compliant, women-first cannabis beverage brand.On this episode, you will:Discover why Happi chose a low dose philosophy in a market obsessed with high potency - and how this strategic decision opens doors to the canna-curious demographicLearn how being female-founded influences every aspect of product development, from formulation to flavor profiles to packaging designed with women in mindUnderstand the biggest regulatory challenges facing THC beverage brands and how Happi navigates compliance while building a recognizable brandHear Lisa's digital marketing playbook for hemp beverage brands when traditional advertising isn't an option - including email marketing tactics that actually work (and helped them build a 100,000+ person subscriber base)Get insider insights on why it's important for hemp beverage brands and marketers to build trust and provide ample education in the emerging cannabis beverage spaceQUICK LINKSShop Happi: www.happihourdrink.comConnect with Lisa: LinkedInFollow Kristin: The Source Marketing Group | LinkedInSubscribe: Apple Podcasts | SpotifyThis episode is part of "Taboo to Tap" - a special season exploring how hemp beverage pioneers are racing to craft billion-dollar beverage brands by mastering the art of compliant and grassroots marketing.

January 13, 202644 min

From Launch to Liquor Stores: A Blueprint for Building a Hemp Beverage Brand with Special Guest Haylee Jordan

In this exciting episode of a new season of Market Like A Badass, Kristin gathers hemp beverage experts to explore the season theme "taboo to tap". This new season is all about how hemp beverage pioneers are racing to craft billion-dollar beverage brands by mastering the art of compliant and grassroots marketing.On this episode, Kristin sits down with Haylee Jordan, Co-Founder of Fabric, the Australian-born, US-crafted beverage brand that's redefining what non-alc and THC-infused drinks can be. Fabric is pioneering a new style of high-function fizz that keeps you sharp, sparks creativity, and helps you drop into the moment.On this episode, you will:Discover how Fabric is navigating the complex regulatory landscape to build a compliant hemp beverage brand that can't rely on traditional advertising channels - and why grassroots marketing is their secret weaponLearn the positioning strategy behind "dosed for any moment" and how Fabric is differentiating in an increasingly crowded THC beverage market by focusing on function and communityUnderstand Fabric's approach to building a beverage brand from the ground upHear real-world tactics for educating consumers on THC-infused drinks, functional benefits, and responsible consumptionGet insider insights on partnerships, sampling strategies, and the grassroots marketing tactics that are helping Fabric compete against legacy brands and deep-pocketed competitorsQUICK LINKSShop Fabric: drinkfabric.comConnect with Haylee: LinkedInFollow Kristin: The Source Marketing Group | LinkedInSubscribe: Apple Podcasts | Spotify | YouTubeThis episode is part of "Taboo to Tap" - a special season exploring how hemp beverage pioneers are racing to craft billion-dollar beverage brands by mastering the art of compliant and grassroots marketing.

May 27, 202542 min

Building a Brand Through Trauma Informed Marketing with Special Guest Kat Kennan

In this eye-opening episode of Market Like A Badass, I sit down with Kat Kennan, certified trauma-informed professional and Founder and CEO of Radical Customer Experience and BVscore.ai, to explore how trauma-informed marketing is revolutionizing customer relationships and brand loyalty.On this episode, you will:Discover why traditional marketing techniques that trigger inadequacy are actually driving customers away and how trauma-informed approaches can transform your ROILearn actionable strategies for implementing strengths-based marketing that builds genuine connections without exploiting vulnerabilitiesExplore how Kat's Brand Inclusion Index provides companies with measurable alternatives to traditional metrics like Net Promoter ScoreUnderstand the critical importance of data hygiene and segmentation in creating meaningful, trauma-sensitive customer experiencesHear real-world examples of brands succeeding with compassionate marketing approachesQUICK LINKSConnect with Kat: Radical Customer Experience | BVscore.aiFollow Kristin: The Source Marketing Group | LinkedInSubscribe: Apple Podcasts | Spotify | YouTube

May 20, 202553 min

How To Use AI To Scale Your Business with Special Guest Evan Nison

In this electrifying episode of Market Like a Badass, host Kristin McFarland (Founder & CEO of The Source Marketing Group) sits down with Evan Nison, Founder & President of NisonCo, a trailblazing PR, SEO, and content creation firm specializing in cannabis, psychedelics, and emerging industries.Get ready to dive deep into the future of AI, automation, and cutting-edge cannabis tech as Evan shares his expertise on:How AI is revolutionizing marketing, lead gen, and sales workflowsMust-know AI tools for business ownersThe power of PR & SEO in highly regulated industries like cannabisSocial equity, advocacy, and why giving back matters in this spacePro tips for networking at cannabis conferences (even on a tight budget)Common AI mistakes to avoid - and how to use it to work smarter, not harderWhether you're a marketer, entrepreneur, or tech enthusiast, this episode is packed with actionable insights to help you automate more, do more with less, and market like a true badass.Brought to you by The Source Marketing Group - helping businesses in regulated industries grow revenue with data-driven marketing & AI solutions.Listen now and level up your AI game!QUICK LINKShttps://nisonco.com/

May 13, 202545 min

Leveraging Loyalty Tech to Increase Retail Revenue with Special Guest Varun Sharma

In this episode of Market Like a Badass, host Kristin McFarland, Founder and CEO of The Source Marketing Group, welcomes Varun Sharma, Founder and CEO of Sticky Cards for a dynamic and engaging conversation on cannabis tech. Discover how Sticky Cards is revolutionizing loyalty programs for cannabis retailers with their app-free solution that leverages Apple and Google Wallet.Varun shares insights on overcoming SMS marketing restrictions in the cannabis industry through push notifications, revealing how dispensaries can communicate directly with customers without worrying about carrier policies. Learn about innovative features like geofencing that allow retailers to send location-based notifications to nearby customers, even targeting competitor locations.The conversation covers essential marketing tactics for dispensaries, including:Building customer loyalty and repeat businessCreating effective push notifications that drive store visitsIntegrating loyalty programs with platforms like Klaviyo and BreadstackEnsuring compliance with marketing regulations like CASL and CAN-SPAMUsing geofencing to capture customers when they're near your storeWhether you're a cannabis retailer looking to enhance your marketing technology stack or interested in innovative approaches to customer engagement in highly regulated markets, this episode delivers actionable insights to help grow your business.This episode is part of the "Innovation in Cannabis Tech" season of Market Like a Badass.QUICK LINKShttps://www.stickycards.co/

May 6, 202546 min

Learn How Klaviyo Supercharges Ecommerce Growth in Highly Regulated Industries with Special Guest Paul Millar

Most cannabis, hemp, and other highly regulated businesses are leaving thousands on the table with broken email flows and generic automations. Or even worse, using restrictive technology that makes it harder for your teams to perform and monetize your customer data. But the real pros? They’re using Klaviyo to crush revenue.Klaviyo isn’t just for mainstream ecommerce - it’s a secret weapon for regulated DTC brands and dispensary retailers.In this episode, podcast host and Klaviyo Community Champion, Kristin McFarland, sits down with Klaviyo Community Champion, Paul Millar (CBDfx/Trehouse) to reveal:The power of Klaviyo for highly regulated businesses like cannabis, hemp and CBDThe underused Klaviyo strategies that drive ROI in regulated industries (while staying compliant)Data monetization opportunities by integrating disparate data sourcesPaul’s battle-tested playbook for lifecycle marketing (with real examples)How top cannabis brands structure flows that actually convert (without landing in spam)Spoiler: If you still don't have a solid retention marketing plan and email program, you’re losing. This is how the champions win.Tune in to this episode to hear the Klaviyo Champions break down why Klaviyo is the top choice for compliant growth, whether you’re a DTC hemp company, a growing edible brand, or a dispensary ready to grow and scale! This podcast episode is brought to you by Breadstack Technologies, they build eCommerce software that powers growth at the most progressive dispensaries in North America.QUICK LINKShttps://www.klaviyo.com/https://cbdfx.com/https://trehouse.com/

April 29, 202555 min

The Hidden Cost of Innovation: Building Ethical AI for Cannabis Tech with Special Guest Brad Bogus

Discover the intersection of AI ethics and cannabis technology in this enlightening episode of Market Like a Badass with host Kristin McFarland and cannabis marketing expert Brad Bogus. Explore how to navigate critical ethical considerations that impact your marketing strategy.In this episode, we dive deep into:How AI is reshaping cannabis marketing and technology implementationBrad's journey from traditional marketing to becoming a pioneering voice in cannabis techCommon pitfalls cannabis brands face when adopting new technologiesStrategies for leveraging AI tools while maintaining authentic customer connectionsThe future of data analytics and customer profiling in the cannabis industryBrad shares his expertise on managing the complex attribution challenges unique to cannabis marketing and offers practical insights on how cannabis brands can effectively integrate AI without sacrificing the human touch.Whether you're a cannabis brand looking to innovate responsibly, a marketer seeking to understand the cannabis tech landscape, or an entrepreneur navigating the evolving regulatory environment, this episode provides actionable insights for ethical technology adoption in the cannabis space.QUICK LINKShttps://www.happycabbage.io/

April 22, 20251 hr 12 min

How Breadstack Technologies is Revolutionizing Dispensary eCommerce with Special Guest Riel Roussopoulos

On this episode of Market Like A Badass, host Kristin McFarland sits down with Riel Roussopoulos, marketing badass at Breadstack Technologies, to explore innovation in cannabis tech. Discover how Breadstack is revolutionizing dispensary marketing while maintaining compliance in this highly regulated industry.Riel shares the origin story behind Breadstack's powerful ecommerce platform and dives deep into dispensary marketing strategies, including:Building an effective marketing tech stack for cannabis retailersLeveraging data for strategic decision-makingRecent SEO changes impacting dispensary visibilityThe crucial importance of owned marketing channels like emailPlus, don't miss Riel's insights on the power of open standards in cannabis technology and why this matters for the future of the industry. Whether you're a dispensary owner looking to boost revenue or a cannabis marketer seeking innovative approaches, this episode delivers actionable tips to help you market like a true badass in the cannabis space.