Finding Flow Between Motherhood and Brand Strategy

We're diving deep with our creative director who's mastering the art of switching between roles of the job and motherhood – sometimes within the same hour.

There's something beautifully chaotic about watching a creative professional navigate the unpredictable worlds of both cannabis marketing and toddler parenting. Our Creative Director’s insights on everything from early morning rituals to industry challenges provide some insight on making it work when nothing goes according to plan.

SS: So what does your day actually look like? From dealing with a toddler meltdown at 7am and then shifting into brand mode, how have you figured out a system that allows you to conquer both?

KT: I am fortunate enough to start my mornings a little later than most other parents as my daughter loves her sleep. 6am is my perfect “go-time” for me to get a head start on some personal things like writing my to-do lists (personal and professional tasks) for the day, starting breakfast and packing my workbag for the day. On certain days of the week though, I’ll actually skip all that and head for a 1 hour workout session and I do all those personal things the night before. Starting at this time allows me a good full hour of personal time before putting on my “Mom hat” and then my “Creative hat”.

SS: What kind of work gets you most excited?

KT: The kind of creative work that gets me excited is bringing a campaign idea to life using visuals! Story telling is something I’ve always loved since I could remember and when I’m able to see how an idea of mine gets brought to life from just a small idea that grew into other versions, variations, and interpretations. It’s magical and something that truly brings me joy.

SS: We all know things can be tough in our industry right now with budgets and timelines. What's your take on where things are heading?

KT: My team and myself are constantly staying in the loop with everything from DCC regulations to federal/state cannabis laws that are always changing and also branding/marketing trends. We have to be extremely strategic in our messaging all while trying to stay creative and relevant as we fight shadowbans, risking posts deletion, and accounts being disabled. As much as I can go on and on about how difficult it is to exist as a cannabis brand (we’re freaking legal too!), the show must go on. Finding new avenues such as making our mark in spaces like Substack for example has been a refreshing take on allowing us to exist in the online space. We have also always been very community driven and we hope to pursue more opportunities in the near future.

SS: What's your creative process like when you're developing a new campaign? Do you have any weird habits or rituals that help you think?

KT: My weird habit and ritual that I’m super proud of is brain dumping my thoughts with a pen and paper or on the note app on my phone. Also I’m a yapper so having conversations about something trending (pop culture references, internet memes, or emerging cult-worthy things) with the team and it just grows from there. As I always like to mention; our small, but mighty team is well versed in the social media landscape and it helps that we like to stay in the loop with the latest and greatest happenings online.

SS: Both creative work and toddlers are completely unpredictable. How do you handle it when everything goes sideways at once?

KT: Ah I actually love this question so much because it’s honestly so f*cking real! Creative work + parenting a toddler has super high highs (i.e.: creative highs, dopamine spikes, fulfillment and pride) that can quickly turn into lows (i.e.: meltdowns, tantrums, things going wrong) in the snap of a finger. As someone who typically reacts to chaos in calm ways, I find that allowing space for things to breathe, assess, and come up with a plan of action to move forward is so very important. We live in a world where everything is instantaneous and reactive and although, at times, making decisions on the quick-ness is required of us depending on what’s at stake, I truly believe that slowing down to come up with sound decisions is my unique super power.

SS: What's the biggest misconception people have about being a creative director? And what would you tell someone who's trying to break into that role?

KT: I think that most creatives can agree that being a creative in any capacity brings many levels of “imposter syndrome". For years, I would have doubts in my decision making to lead and speak my truth whether it was about certain things we were doing, directions we were going, etc., however, once I realized that my strength was being able to visualize ideas in my head and translate that into words to bring to life was not something someone could teach, everything changed for me. There is so much confidence that is gained once you start actually believing in your own ideas and vision and applying intention with your decisions. And I hate to end this question with being cliche, but once you find something that you’re passionate about, the drive that comes with it is unstoppable.

The industry doesn't pause for parenting, and parenting certainly doesn't pause for creative breakthroughs. As our creative director reminds us, finding your superpower– whether it's visualizing campaigns or staying present during toddler discoveries, isn't about having it all figured out. It's about trusting your instincts, embracing the unpredictability, and remembering that sometimes the best ideas come from the most spontaneous moments. Because at the end of the day, both require the same fundamental skill: the ability to create something meaningful from nothing, one authentic moment at a time.