Christine da Silva Connects Big Brands & Fans
Christine da Silva (second from right) and the Cookies Team
“Coming from LA, I grew up around a lot of diversity. Working in marketing I have to look at things through different lenses and talk to groups of people that sometimes hold different views. Being around such a melting pot of people and ideas keeps me learning and has really helped me to think outside the box and be open minded to new things.”
I was working for an experiential marketing agency a few years ago and I really wanted to get back on the brand side of things. Developing and nurturing brands is my passion. A friend of mine shared the Cookies opportunity with me and I jumped at it because of the Cookies culture - I could feel it in the interview and saw how customers interact with the brand and it was really a whole vibe. Getting the job at Cookies was first experience working in cannabis but I immediately felt the excitement around the opportunity and it was clear that the sky really is the limit. I jumped at the chance to join the team and couldn't wait to tackle event marketing in cannabis.
Working in marketing in cannabis has been interesting because a lot of the tools you may use in what some call “traditional industries” like online advertising, are not always available to use in the cannabis industry due to the legal regulations. You really have to get creative and look at unique methods to engage customers and fans across all mediums. It becomes all about the experience - from the small details in our marijuana leaf hedge walls at festivals and events to the way we lay out our displays to guide customers through a sensory experience with our products.
The Cookies activation inside Grasslands at the 2019 Outside Lands Festival
“To be able to legally sell weed and have consumption at a festival for the first time was such a monumental event for the industry - AND to have that happen for Cookies in San Francisco where it all started was really special.”
I got my first taste of experiential marketing in the cannabis industry when I started with Cookies in 2019. Our activation at Grasslands inside Outside Lands Music Festival was my first big project. I was still learning the cannabis industry so it was really challenging at first. Taking the project from design into fabrication and then curating our retail activation really taught me so much about the brand and the industry, and I wouldn't change it. To be able to legally sell weed and have consumption at a festival for the first time was such a monumental event for the industry - AND to have that happen for Cookies in San Francisco where it all started was really special. Seeing the Cookies space come alive laid the foundation for every event that followed..plus interacting with our customers and fans in real time is always epic.
Something my work in experiential marketing and event production has taught me is that nothing will ever be perfect, so just run with it and try not to overthink it. Sometimes the solution is the simplest one right in front of you. It reminds me to really trust my gut. If you keep a clear understanding of the goals and who your customers are, you will always stay on course.
Berner, founder of Cookies, enjoying a smoke at a festival activation.
“There are so many women in leadership positions at Cookies and I’ve really never seen anything like it in my career. I look at them as mentors and really value their guidance personally and professionally.”
The team at Cookies has been more than I could ask for. We all come from such diverse backgrounds - living in multiple cities and having worked across all industries - but I think that speaks to the team dynamic. There are so many women in leadership positions at Cookies and I’ve really never seen anything like it in my career. I look at them as mentors and really value their guidance personally and professionally.
I really value my relationships with event organizers like Hall of Flowers, Grasslands and Emerald Cup to name a few that have been so helpful in learning the ropes about the industry too. You see a lot of familiar faces in this community and those relationships are so important, plus it just makes things more fun especially when you're dealing with event compliance!
Something I can say about the cannabis industry is this is fast paced stuff so buckle up! There's a lot going on and it's happening at a rapid pace so start by focusing on the MVP - the Minimum Viable Product and go from there. I learned that from a past colleague and it remains true. You can always build on the MVP and enhance it, and you’ll save yourself a major headache rather than trying to do everything at once.
About Cookies:
Cookies began with two visionary founders: grow expert Jai, and entrepreneur Berner, whose Girl Scout Cookies (GSC) remains one of the most sought-after cannabis strains in the world. From the earliest days in a San Francisco garage to global growth, our goal has remained the same: authenticity and innovative genetics.
Our control of the entire experience from start to finish, seed to sale, sets us apart. We take pride in our in-house cultivation, global varieties, and full lineup of strain-specific products. Cookies is a lifestyle.