With 20 years of experience in consumer marketing tactics and a cross-functional approach to brand leadership, Joe has a broad skill set across media relations, channel strategy, branding, marketing, advertising, social media, investor relations, crisis communications, events development and community relations. And one day he decided that it might be fun to put those skills to use in helping to build the future of cannabis with Dixie Brands as Chief Marketing Officer (CMO). As CMO, in addition to fielding thousands of pot jokes and requests for volunteer “tasters,” he heads up an organization of professionals who are helping to define what adult use marketing of marijuana can and should be. Before his adventures on the green side, Joe served as a partner and Executive Vice President of Channel Management at Vladimir Jones (VJ), one of the largest and oldest independently held advertising agencies in Colorado. While at VJ, Joe managed a team of 20 paid, owned and earned media experts that brought brands to life for clients in market segments such as energy, healthcare, tourism and retail with cumulative budgets in excess of $20 million.
Prior to joining VJ, Joe served as VP, communications for private equity firm Consumer Capital Partners (CCP), where he oversaw communications for emerging brands like Smashburger, as well as established names like Quiznos. Joe honed his PR chops as senior director of corporate communications for Frontier Airlines. As Frontier’s primary spokesperson, he was the public face for the airline, coordinating all of Frontier’s unpaid or “earned” media efforts. In addition, he oversaw Frontier’s internal communications, investor relations, government relations and community relations efforts.