Laurie Parfitt

Brand strategy, go-to-market, retail marketing, consumer insights, dispensary operations, CPG

20+ years in executive marketing and brand leadership. Fractional CMO for cannabis operators spanning brand strategy, retail marketing, and go-to-market execution.

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Where this operator fits

Single-state or multi-state operators needing full marketing leadership on a fractional basis

Cannabis brands entering new markets and building go-to-market strategy from the ground up

Dispensary operators working to improve customer engagement and retail experience

Companies in transition that need marketing and brand repositioning

Quick stats

Years in Cannabis

20+

Executive Experience

30+

States Covered

Dispensary Locations Led

Featured in

WomLEAD Magazine

Feature on building a fractional CMO firm for cannabis

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Cannabis Business Times

Contributing author on post-4/20 customer engagement strategy

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iHeart Radio

The Frankie Boyer Show on cannabis marketing and fractional leadership

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Qredible Broadcast

Interview on cannabis marketing strategy and brand differentiation

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Website

Track record

Selected operating experience

VP, Customer Engagement & Marketing

Mission Dispensaries (Forefront Ventures)

Led consumer experience and marketing strategy across nine retail dispensary locations in six states. Built the joint business planning framework covering strategic sourcing, assortment optimization, and brand activation. Oversaw the marketing organization through a period of rapid multi-state expansion.

Built the marketing and customer engagement function across a six-state retail footprint.

Founder & CEO

LKP Impact Consulting

Founded a fractional CMO firm serving cannabis and CPG companies after the 2020 capital markets contraction. Built a team of fractional CMOs, PR, content, and design professionals delivering full-service marketing leadership to operators and brands across 30+ states.

Built a full-service fractional marketing firm serving cannabis operators and brands across 30+ states.

About

Background

Laurie Parfitt has spent more than two decades in executive marketing, brand, and commercial leadership across consumer products, finance, and cannabis. She entered the industry through Forefront Ventures, where she ran customer engagement and marketing as VP for Mission Dispensaries across nine retail locations in six states. That role built her understanding of multi-state retail operations, joint business planning, and the structural gap between what cannabis operators need from marketing and what they can afford to build internally.

She founded LKP Impact Consulting to close that gap. The firm delivers fractional CMO services to cannabis and CPG companies, backed by a team that includes additional fractional CMOs, PR, content, and design. Her clients range from single-state operators to brands navigating new-market launches, covering brand positioning, digital strategy, consumer insights, and activation.

Laurie is a Partner at Avicenna, a restructuring group focused on cannabis. She speaks regularly at Cannabis Conference, Benzinga Cannabis Market Spotlight, and Cannabis Beverage Expo, and contributes to Cannabis Business Times.

Operational context

Multi-state dispensary operators scaling retail and brand presence

Cannabis and CPG brands building or rebuilding their marketing organization

Companies entering regulated markets that need compliant, cannabis-native marketing strategy

PairOps Direct fit

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