Cannabis Brand Management Consulting with Eric Rogers

Grassroots Marketing discusses Cannabis Brand Management Consulting with Eric Rogers , Co-Founder of LEVIA and a cannabis entrepreneur. He is an innovator, storyteller and brand marketer who has helped leading brands like AT&T Wireless, The Home Depot, Goodyear and Aflac through times of disruption and change. He started his career with Havas Media and Digitas where he helped Cingular rebrand to AT&T Wireless; transitioned The Home Depot from “You can do it. We can help.,” to “More Saving. More Doing.” When Vonage launched, Eric was a critical member of the team that began developing standards for e-commerce measurement. Eric has also guided brands on the publishing side, creating engaging and authentic digital content to connect directly with consumers online. His love of both storytelling and data propelled him to partner with Bank of America to identify, engage and convert audiences using the Aol ONE platform. That project provided a single view of the customer across households with multiple screens, enabling brands to control the narrative regardless of format. Eric’s marketing background was especially helpful when he decided to launch his own brand: LEVIA, a cannabis-infused seltzer. The inspiration to start this venture was sparked by a central problem: the desire to consume cannabis without smoking. He realized edibles were especially slow-acting for him, and often loaded with sugar. He started tinkering in his kitchen to first create a tincture, and later, using a sodastream, created and formulated the first three cannabis beverages for LEVIA. Rooted in simple, all-natural ingredients, have no added sugar, and most importantly, taste great! Once the product was created, Eric and team also had to find a place to manufacture it, leading the team to complete a 6,000-square-foot manufacturing facility which houses the brand’s operations, complete with cannabis extraction lab and beverage production. LEVIA, as we know it today, was born in February 2017 with the help of Cyr Creative. By 2021, the brand had explosive growth throughout Massachusetts featuring three products: Achieve, Celebrate & Dream. By 2022, LEVIA focused on going national after being acquired by AYR Wellness in February 2022. After a well-deserved break to spend time with his 3 kids, Eric created Rogers Cannabis Consulting, a platform that marries his marketing background and cannabis industry expertise. He loves being able to help other cannabis brands navigate the ever-changing industry regulations and avoid pitfalls to realize their dreams. He began this company with a focus on social equity participants in Massachusetts, but has since grown the mission helping brands across the country.