BJ Carretta
Senior Vice President Marketing
Professional Overview
BJ Carretta is a seasoned marketing executive with over 15 years of experience driving growth and brand transformation in the consumer and entertainment industries. As the Senior Vice President of Marketing at TerrAscend, he is responsible for leading the company's global marketing strategy, overseeing brand development, digital marketing, and go-to-market initiatives to drive increased visibility and market share in the rapidly evolving cannabis industry.
Experience Summary
Current Role
In his current role as Senior Vice President of Marketing at TerrAscend, BJ is responsible for developing and executing the company's comprehensive marketing strategy. He oversees a team of marketing professionals and works closely with cross-functional leaders to align marketing efforts with the company's broader business objectives. Under his leadership, BJ has implemented innovative digital campaigns, forged strategic partnerships, and driven the successful launch of new product lines, significantly contributing to TerrAscend's growth and market positioning.
Career Progression
Prior to joining TerrAscend, BJ held senior marketing roles at leading companies in the consumer and cannabis industries. As the Senior Vice President of Marketing at Columbia Care, he was instrumental in rebranding the company and expanding its market presence across multiple states. Earlier in his career, BJ served as an advisor to Fleur Marché and Sagely Naturals, where he provided strategic guidance on marketing, brand development, and consumer engagement. He also held the position of Chief Marketing Officer at MedMen, where he successfully drove brand awareness and revenue growth.
BJ's extensive experience also includes roles at Fender Musical Instruments Corporation, where he led digital brand marketing, media, and communications, and at NBC Sports and NBC Universal, where he oversaw video, music, and product development.
Academic Background
BJ holds a Bachelor of Arts in Communications from PU, where he developed a strong foundation in strategic communication and marketing.
Areas of Expertise
- Brand strategy and development
- Integrated marketing communications
- Digital marketing and e-commerce
- Consumer insights and data-driven decision making
- Cross-functional collaboration and team leadership
- Regulatory and compliance in the cannabis industry
Professional Impact
Throughout his career, BJ has demonstrated a proven track record of driving transformative change and delivering measurable results. At Columbia Care, he led the successful rebranding initiative that resulted in a 25% increase in brand awareness and a 30% uplift in sales. At MedMen, he spearheaded a comprehensive marketing campaign that contributed to a 20% expansion in the company's customer base.
Conclusion
With his extensive experience, strategic mindset, and demonstrated success in driving growth and innovation, BJ Carretta is poised to play a pivotal role in the continued expansion and market leadership of TerrAscend. His deep understanding of the cannabis industry, coupled with his proven marketing expertise, make him a valuable asset to the company as it navigates the rapidly evolving regulatory landscape and capitalizes on emerging opportunities.
