Laurie Parfitt
CEO & Fractional CMOLKP Impact ConsultingLaurie Parfitt is an accomplished executive, leader, and coach with more than 2 decades of experience driving innovation and execution across various functional areas of start-ups and Fortune 500 companies, including Kraft Foods, Beam Suntory, Topco Associates, Mizkan America, 4Front/Mission Dispensaries, and LKP Impact Consulting. Through her company, LKP Impact Consulting, Parfitt works with cannabis and other disruptive, highly regulated categories as a Fractional CMO on brand strategy/design, consumer insights, public relations, content development and commercial go-to-market strategy. Her expertise and achievements have made her a renowned speaker at prestigious industry events such as the Cannabis Conference, Benzinga, CannaReg Summit, Illinois Women in Cannabis, Tony P Cannabis Events, Headset Data Nights, Cannabis Drinks Expo, Lackawanna College, and The Hatchery. As Vice President of Marketing & Customer Engagement at 4Front/Mission Dispensaries, Laurie played a crucial role by leading marketing efforts and engaging with customers, and she also held senior positions in marketing, sales strategy, operations, and finance at Topco Associates, Walgreens, Beam Suntory, and Kraft Foods. Laurie's educational background includes a Bachelor of Science degree from Michigan State University. Laurie serves on the advisory boards of Cannabis Business Times-Cannabis Conference as well as The CannaReg Summit and has been a mentor, coach, and teacher for The Hatchery, Illinois Women in Cannabis, CIMA (Chicago Interactive Marketing Association), and Lackawanna College. Laurie's outstanding vision, execution skills, and results-driven approach make her a sought-after leader who can inspire and take any business to the next level.
Buying Behavior Decoded: A Data-Driven Look at Cannabis Market Trends
Consumer expectations are shifting faster than most operators can track, and the gap between what shelves offer and what buyers want is widening. Thi
Consumer expectations are shifting faster than most operators can track, and the gap between what shelves offer and what buyers want is widening. This session delivers a data-driven analysis of evolving customer preferences and the emerging product
Consumer expectations are shifting faster than most operators can track, and the gap between what shelves offer and what buyers want is widening. This session delivers a data-driven analysis of evolving customer preferences and the emerging product categories redefining cannabis purchasing behavior.
The panelists will connect the numbers to decisions you can act on, so you leave with a clear read on where demand is heading and how to position
Consumer expectations are shifting faster than most operators can track, and the gap between what shelves offer and what buyers want is widening. This session delivers a data-driven analysis of evolving customer preferences and the emerging product categories redefining cannabis purchasing behavior.
The panelists will connect the numbers to decisions you can act on, so you leave with a clear read on where demand is heading and how to position ahead of it.
Pour It On: Winning the THC Beverage Category at Retail
THC beverages have become one of the fastest-growing categories in cannabis retail, and they behave nothing like the rest of your shelf. Fast-acting
THC beverages have become one of the fastest-growing categories in cannabis retail, and they behave nothing like the rest of your shelf. Fast-acting drink technology, social-occasion appeal, and cold-case placement are pulling shoppers toward higher
THC beverages have become one of the fastest-growing categories in cannabis retail, and they behave nothing like the rest of your shelf. Fast-acting drink technology, social-occasion appeal, and cold-case placement are pulling shoppers toward higher price points and more frequent visits. This session shows retailers how to turn that momentum into measurable, repeatable revenue.
Drinkables reward retailers who treat them as their own category
THC beverages have become one of the fastest-growing categories in cannabis retail, and they behave nothing like the rest of your shelf. Fast-acting drink technology, social-occasion appeal, and cold-case placement are pulling shoppers toward higher price points and more frequent visits. This session shows retailers how to turn that momentum into measurable, repeatable revenue.
Drinkables reward retailers who treat them as their own category rather than another SKU on the wall. You'll learn how assortment, merchandising, pricing, and staff conversations work together to move beverages faster and keep customers coming back.
