Kenya Alexander, Sales and Marketing Specialist for NECANN and Co-Founder/CEO of Stash Bag Data – Interview Series

A testament to the scope of the U.S. cannabis industry is the frequency of large-scale conventions dedicated to its many facets. One such series of conventions, hosted everywhere from Boston to Baltimore to Minnesota next year, is NECANN. For a greater understanding of all that goes into marketing conventions that cater to specific state cannabis markets and also successful marketing insights for cannabis brands, mycannabis.com had the pleasure of speaking with Kenya Alexander, Sales and Marketing Specialist for NECANN and Co-Founder/CEO of Stash Bag Data.

So I usually ask interviewees about their educational experience first. And I’m especially excited to ask you about your educational experience because we both went to the University of North Texas! What subjects did you study at UNT, and despite Texas’s very strict cannabis laws, how would you say your studies there prepared you for the roles you’ve held in cannabis events and marketing?

Fun fact — I actually studied Chemistry with a concentration in Forensic Science at UNT. I didn’t end up finishing because I ran out of money going into my senior year, but that experience still shaped a lot of how I think. Studying science taught me how to analyze things and look for patterns — which, funny enough, I use all the time now in marketing and data.

But if I’m being honest, when I think back to my time at UNT, it feels like a completely different life. I wasn’t even consuming cannabis at the time — I was just a full-on party girl. Always at the kickback, always out somewhere. So maybe that’s where my connection to events actually started — just from loving the energy of people being together.

What inspired you to create Green to Green Solutions?

My background is actually in accounting. When I first tried to get into the cannabis industry, I did it through bookkeeping for licensees — and I realized pretty quickly that it just wasn’t for me. I still have my bookkeeping business, but now I focus on a totally different niche: independent insurance agents.

I’ve grown that side of things to a place where my team handles most of the day-to-day, which gives me the space to focus on what I really enjoy — sales, marketing, and events. That’s actually how I ended up working more in the cannabis space — following the part that felt fun and creative instead of just staying behind the numbers.

With your role as Diversity and Inclusion Committee Chair for the National Cannabis Industry Association, what are your regular duties, and how does the committee promote those values in the American cannabis industry?

The focus of the DEI Committee has really evolved over the past year. We’ve shifted from trying to solve everything at once to creating space for more intentional dialogue — really holding conversations that connect people across different parts of the industry.

My role as Chair feels a lot like being a connector. I’m not neutral, but I do see myself as someone who can help bridge perspectives — whether that’s between advocacy and business, legacy and legal, or culture and policy. The goal is to keep people talking, keep people learning, and remind everyone that equity isn’t a one-time initiative; it’s an ongoing practice that requires real participation.

And honestly, doing DEI work right now can feel complicated. The world is heavy, and the language around equity has become politicized in ways that make it hard to move with nuance. But that’s why the work matters. Creating a thriving and equitable cannabis industry starts with keeping those conversations alive, even when it’s uncomfortable.

From your experience with the Diversity and Inclusion Committee and from other industry events and organizations, what are the most effective ways that both cannabis companies and regulatory agencies alike can increase diversity among their professionals and business owners? Would social equity programs be the most impactful way, or would there be other, even more effective ways?

I can’t really speak to what regulatory agencies should do because that’s not my lane. My experience is more on the event side of the industry — that’s where I’ve been able to make an impact. I’m honestly really proud to work for a company like NECANN because they’ve been doing this work long before I joined the team.

From the start, NECANN has been intentional about representation. Whether it’s outreach to ensure diverse speakers are on stage, partnerships that give advocacy groups a platform, or donating free booth space to social equity licensees — it’s built into how we operate.

As event organizers, I think it’s our responsibility to make sure the full story of the industry is being represented. Diversity, equity, and inclusion aren’t buzzwords for us — they’re simply the responsible way to tell that story.

What would you say were the cornerstone moments that led to Stash Bag Data’s creation? And how does Stash Bag utilize data and metrics (and possibly the METRC platform too) to increase a business’s overall performance and sales?

Stash Bag Data actually started from a really personal place. I started consuming cannabis around the same time I entered the industry — and honestly, I had no idea what people were talking about. Everyone was using terminology and talking about products in a way that just didn’t make sense to me.

As I got more immersed in the space, I realized that if I was confused — and I was working in it every day — then consumers who weren’t connected to the industry had to feel completely lost. That’s what sparked the idea. I wanted to talk to real people and understand how we could bridge that gap.

So Stash Bag focuses on qualitative insights — the kind of data that’s as much art as it is science. We’re not a METRC or compliance-driven company. We’re about connection. Our approach is built around the idea of hospitality as data collection — creating environments where people feel comfortable enough to share honest feedback through experiences like photo booths, Post-it walls, or interactive moments. That’s where the real insights live.

What have been the most clever and/or memorable campaigns or marketing strategies that Stash Bag has created for a client? How do you have to change those marketing strategies, given that Stash Bag mainly caters to beverage brands?

Right now, we’re working on a really exciting activation for The Vegas Classic at the Las Vegas Country Club on December 2nd. It’s our imagination of what cannabis beverages could look like in normal — but elevated — spaces like country clubs.

We’re creating an experience that mirrors what a party or restaurant might look like if cannabis beverages were served in a sophisticated, intentional way. Think: nice glassware, good food, and a curated drink menu by Carlos Ramos from Up Elevated Cocktails.

This activation is part of a larger VIP Wellness experience curated by Cloud 9 Studios, and we’re so grateful to feature three large-format cannabis beverage brands on our menu. We’ll be using our signature photo booth to collect video feedback from guests about both the setting and the drinks — turning a beautiful experience into a real-time insights moment.

Because we work so closely with beverage brands, everything we do centers on the sensory experience — the taste, the energy, the social context — not just the product itself.

What are some of your favorite parts of the Sales and Partnerships role you have with NECANN? Given that NECANN has conventions in states that range from Vermont to Minnesota, how do you ensure that each convention is catered towards the specific hosting state’s market and needs?

This is actually my favorite part of working with NECANN. Every market has its own culture, its own rhythm, and to really represent that, you have to submerge yourself in the community a little bit.

When we’re going into a new market, we hit the ground well before the show ever comes to town. What we’re really looking for are partnerships. In every market we visit, there’s already someone there doing the work — connecting the dots, building community — and our goal is to support that, not replace it.

My role is about finding those people and bringing them into the conversation. At every NECANN event, the goal is to make sure the local industry is participating. NECANN isn’t just putting on events for the cannabis industry — we’re a part of it. And I think that’s what makes our shows feel so authentic and community-driven.

What are some exciting future plans for you, your businesses, and the NECANN conventions?

Right now, I’m really focused on deepening my work within the cannabis industry — especially at the intersection of creativity, community, and data. With Stash Bag Data, we’re continuing to explore how experiential marketing can also serve as a source of insight. We’re reimagining what consumer research can look like in this space — making it more personal, more human, and more reflective of real experiences.

And with NECANN, it feels like everything I’ve learned and cared about has come full circle. The work we do connects people across every corner of the industry — from legacy operators and advocacy groups to new brands just finding their footing. My focus moving forward is on continuing to build experiences that help this industry tell its own story with honesty, diversity, and heart.

Thank you for joining us, Kenya! For more information on Stash Bag Data, please visit its website.