Papa & Barkley has named Bo Becker as chief marketing officer.
Becker joined in mid-July as part of an expansion plan to accelerate product innovation and increase national brand awareness. Becker will own the full end-to-end consumer journey, inclusive of branding, direct-to-consumer strategy, and a significant focus on scaling earned media value.
Becker has spent 16 years in marketing, holding several executive roles at CPG nutrition and wellness companies. Most recently, Becker served as vice president of marketing at Charlotte's Web, where he played a critical role in scaling the company's CBD business nationally. Becker's proven track record in the cannabis industry and deep experience in digital-first branding will catapult Papa & Barkley into its next stage of growth, beginning with the launch of its Sleep Releaf Collection this summer.
"Papa & Barkley has always stood out amongst the competitive set of cannabis brands as the gold standard for trust and efficacy,” said Papa & Barkley CEO Evelyn Wang. “Now the task at hand is to get out the loudspeaker and announce to consumers that our products, crafted using our whole plant solventless infusion process, deliver the most effective results. This is where Bo comes in; I'm confident in his ability to significantly scale the brand's awareness and reach a broad base of consumers, including those who may not have previously considered a cannabis solution for wellness. His curiosity and commitment to unlocking consumer insights will drive transformational messaging."
Recently Papa & Barkley tapped Cassie Perlman, vice president of brand marketing and strategy, Anne-Sophie Roumilhac, vice president of e-commerce, Jaclyn Sepulveda, director of social media and influencers, and Shelly Nghiem, director of e-commerce, to join its team of experienced cannabis marketers. They bring robust experience in consumer packaged goods, performance marketing, direct-to-consumer, and brand strategy.
"I am a firm believer in the wellness potential of the cannabis plant,” Becker says. “As a leading brand, the broader our reach and the bolder our marketing efforts, the more lives we can transform. We've gone through immense internal growth this year, and I am excited to lead such a talented and passionate group of changemakers. We couldn't be more prepared to champion the brand and support our consumers along their wellness journeys."