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Jesse Burns is a cannabis marketing veteran who served as the longtime marketing director for Sweet Grass—Colorado’s leading edible in the baked goods category—before joining Grasslands as CMO in 2020. He believes that product design and a deep understanding of the customer journey are the driving forces for exceptional brands, and that marketers must strive to understand what emotions customers experience in order to craft a meaningful brand narrative and build lasting relationships.

Jesse has received multiple awards for marketing and product design, including Colorado’s THC Classic and a Gold Clio. He also serves as a mentor for the CanopyBoulder cannabis startup incubator. He sits on the MBA Alumni Board for the Leeds School of Business at the University of Colorado, Boulder, and is co-chair of the programmatic committee for the Cannabis Entrepreneurship Academy, an executive education program at CU Boulder.

Three media outlets I check every single day: The Indicator from Planet Money (podcast), AdAge, CNN

Super inspired by: Exceptionally well-designed products and sexy brands

My monthly #GrasslandsGives donation: West Virginia 4-H Forward Fund

When I’m off the clock (in five words): Skiing. Rafting. Cooking. Sports. Music.