Viola CMO on Using Downtime to Engage Cannabis Consumers in Unique Ways

Ericka Pittman was drawn to premium cannabis purveyor Viola because of its purpose-driven DNA and the inspiration behind it. Founded in 2011 by NBA veteran Al Harrington and named after his grandmother, Viola is considered a legacy brand by cannabis industry standards. As the company’s new CMO, Ericka is leveraging her 25-year media and marketing background—from Condé Nast to Combs Enterprises—to educate and engage a new crop of consumers.

alexa.comeau@adweek.com Alexa Comeau is the programming manager at Adweek, where she works on event curation while dabbling in some writing.