Jordan Isenstadt, Senior Vice President at Marino – Interview Series

Serving as the Senior Vice President of the New York and LA-based PR and marketing company Marino for over half a decade now, Jordan Isenstadt has quite an interesting professional career. From first being a press officer for the New York Governor’s Office to serving as Deputy Director of Association for a Better New York and now organizing and implementing memorable and effectivePR strategies for cannabis brands, Isenstadt helps Marino’s clients navigate the oftentimes legally convoluted world of cannabis marketing. And with the legal grey area that recreational cannabis already exists in within The Empire State, cannabis-specific marketing only gets increasingly confusing in New York.

Tell me about yourself, your educational and professional background and how you ventured into press/public relations.

My name is Jordan Isenstadt, and I am currently a Senior Vice President at Marino, where I’ve been for over eight years. My journey into press and public relations has been quite diverse, encompassing experiences in the public, nonprofit, and private sectors. I studied political science and sociology and have a background in government, which fueled my interest in policy and the cannabis industry.

Despite not studying communications, I kind of fell into it and discovered a passion for PR. I love the rush of landing a story—it’s still a thrill. Building a client strategy and coordinating it from concept to completion is equally exhilarating. This robust background has allowed me to build and lead Marino’s award-winning cannabis practice from scratch, leveraging my extensive experience and passion for the industry to drive impactful communication strategies for our clients.

From your experience, what services does Marino provide for their clients and what roles have you held with the company?

Marino provides a comprehensive range of services for our clients, spanning media relations, strategic communications, digital marketing, public affairs, crisis management, and influencer relations. We’ve become recognized experts in the blooming cannabis industry, working with companies large and small to navigate the unique challenges and opportunities in this rapidly evolving sector.

I’ve had the privilege of leading several key initiatives at Marino, including building our cannabis practice from the ground up. This practice has been particularly rewarding as we’ve navigated the complexities of the cannabis industry, securing notable successes in brand launches and dispensary openings across New York and New Jersey. Recently, we signed our 14th dispensary in the NY/NJ markets.

We specialize in partnering with vertically integrated operators like Curaleaf, AYR Wellness, and Etain, guiding them through brand elevation, product innovation, and corporate social responsibility initiatives. Additionally, we collaborate closely with leading cannabis tech companies such as Dutchie and LeafLink, leveraging innovative solutions to drive industry advancements and market leadership.

In addition to cannabis, I oversee our work in higher education, labor, and public affairs, where we’ve implemented strategic campaigns that have made meaningful impacts for our clients. Whether it’s launching new brands, opening dispensaries, or shaping public perception through influencer relations, Marino’s integrated approach ensures we deliver results that exceed expectations.

When did Marino begin working with cannabis brands and how would you describe the experience of working with cannabis brands as opposed to more traditional and federally legal industries?

Marino began working with cannabis brands over seven years ago, which was very early in the East Coast market. Unlike more traditional and federally legal industries, federal prohibition creates a fundamentally different landscape for cannabis. We cannot develop a true national strategy due to the state-led markets across the U.S., each with its own regulations and compliance requirements. As a result, many of our plant-touching clients are single-state operators.

Advertising restrictions further complicate matters, limiting the avenues available to cannabis brands to build awareness and engage with consumers. Despite these challenges, our experience in the cannabis sector has been incredibly rewarding. We’ve honed our expertise in navigating complex regulatory environments, shaping public perception, and driving strategic initiatives that position our clients as leaders in this evolving market.

From a PR and marketing standpoint, what are certain challenges/roadblocks that cannabis brands face due to the federal prohibition or various state prohibitions?

Cannabis brands face numerous challenges and roadblocks due to federal prohibition and varying state laws. Key challenges include limited access to traditional banking and financial services, restrictions on advertising and marketing channels, and a fragmented regulatory environment that varies significantly from state to state. These constraints necessitate creative and compliant strategies to build brand awareness, engage with target audiences, and advocate for favorable regulatory changes. Additionally, the lingering stigma associated with cannabis requires thoughtful and educational public relations efforts to shift perceptions and normalize the industry.

Do you believe that the East Coast cannabis industries hold any advantages over the West Coast cannabis industries? Inversely, are there any disadvantages that the East Coast industries and operators have to deal with more frequently than their West Coast contemporaries?

The East Coast cannabis industry does hold certain advantages over its West Coast counterpart. One key advantage is the opportunity to learn from the West Coast’s early experiences and challenges, allowing East Coast operators to adopt best practices and avoid common pitfalls. Additionally, the East Coast’s dense population centers provide a significant consumer base, which can drive higher market demand and potential growth. However, there are also disadvantages, such as stricter regulatory environments, slower implementation of cannabis programs, and the need to build infrastructure and supply chains from scratch. These challenges can create additional hurdles for East Coast operators compared to their more established West Coast contemporaries.

How do you see federal rescheduling of cannabis impacting both your position at Marino and the operations of the company with your cannabis clients? Would a rescheduling to Schedule III drastically change the PR/marketing needs and operations of cannabis companies or not so much?

The federal rescheduling of cannabis, particularly to Schedule III, would have a significant impact on both my position at Marino and our operations with cannabis clients. Rescheduling would likely reduce some of the regulatory barriers and stigma associated with cannabis, allowing for more traditional marketing and advertising opportunities. It could also improve access to banking and financial services, making it easier for cannabis companies to operate and grow. However, while rescheduling would bring positive changes, it may not completely overhaul the PR and marketing needs of cannabis companies. The industry would still need to navigate state-level regulations and continue efforts to educate the public and policymakers about the benefits and legitimacy of cannabis.

In my recent formal comments to the DEA, I emphasized the importance of rescheduling for improving patient access to cannabis and advancing scientific research. Rescheduling to Schedule III would mitigate the conflict between state and federal laws, thus fostering a more favorable business environment for cannabis companies. At Marino, we would adapt our strategies to leverage new opportunities while continuing to provide innovative and effective communication solutions for our clients. This includes preparing for a potential influx of new market entrants, increased competition, and a more robust regulatory framework that could arise from federal rescheduling.

Thank you for the great interview, readers who wish to learn more should visit Marino.