Shuang Han, VP of Retail Sales at Blazy Susan – Interview Series

Even though cannabis accessory companies rarely deal with plants directly, the logistics and strategies that must be considered in order to have a successful operation can remain daunting. With a brand as popular as Blazy Susan, it is enlightening to learn about its multifaceted approaches to addressing these logistical requirements. For a deeper look into its operations, mycannabis.com had the pleasure of speaking with Shuang Han, VP of Retail Sales at Blazy Susan.

Your entry into the cannabis ancillary industry is quite interesting, as you were first a Digital Sales Executive for The Cannabist during the first few months of Colorado’s legal industry. What was the experience of that role like, and working for a cannabis-centric publication during those early months of the industry, and how did it provide you with a greater understanding of this unique industry?

If I’m being perfectly honest, it was absolutely wild. There were many “learn as you go” moments, especially around cannabis advertising language. I think we skirted the line a bit, but it was exceptionally exciting, and every day was a different challenge. Payments, for example, were all done in cash. I once took a $30,000 payment at the office, and our Finance team went ballistic. However, I got to meet a lot of passionate people, and they graciously opened their doors to me when it came to their retail locations and facilities.

The experience really taught me to be flexible and to think creatively in a newly regulated landscape. Secondarily, really paying attention to a brand’s ethos and culture.

What were some memorable ways that you ensured that cannabis clients’ advertisements and advertising strategies with The Cannabist were ultimately successful? 

The most fun customer projects, beyond just strict digital and print advertising, involved native advertising, which gave us more flexibility and creativity to incorporate brand stories alongside product placement. Honestly, the most successful campaigns were in conjunction with organic editorial involvement, but those were by chance. However, you took those opportunities when you received them!

What would you say were the defining moments that made you decide to work directly in the Colorado cannabis industry as opposed to only an ancillary relationship to the industry?

My answer is pretty boring. There wasn’t a defining moment; it was definitely more gradual. I met the cofounder of Ripple in 2017 and believed in the brand enough to ask for any available role!

As someone who’s worked with some pretty popular cannabis edible brands, what advantages does that sector of the market have over the flower or concentrate sectors? 

The most significant advantage that edibles have over flower or concentrate sectors is, quite simply, they’re more recognizable form factors. Consuming infused gummies, chocolates, and beverages are easier to incorporate into an individual’s daily routine and generally more discreet.

Consuming concentrates and flower involves a more meaningful, certainly more strategic use of time, depending on the location and environment. It feels more ceremonial, and romanticizing that aspect of smoking is what distinguishes Blazy Susan from our competitors. Our products are fun, and our customers look forward to incorporating them into their smoke sessions.

In retrospect, what were the most valuable subjects/topics in business you studied while obtaining your MBA from The University of Colorado? 

The three subjects that were absolutely the most useful and that I reference back to this day are “Discovering the Leader in You”, taught by Jung Park, who is one of the best professors I’ve come across in years, “Preparing and Interpreting Financial Reports”, and “Power, Negotiation, and Conflict Resolution.”

What caught your professional attention about working for Blazy Susan? What about the brand did you already know and like prior to working with them?

I simply knew that Blazy Susan was the brand with the “pink rolling paper.” They were a pretty popular brand in Colorado, since they were in every smoke shop and dispensary I visited. I didn’t realize the breadth of their influence until I started interviewing and stepped into my current role. From a professional standpoint, being able to sell to a national and international audience is any sales professional’s dream. Additionally, a robust portfolio, a strong customer base, and a compelling brand story are other factors that make it rewarding to work with this team.

What are some of your regular duties as VP of Retail Sales with Blazy Susan? How have you successfully expanded the brand into new markets and storefronts? 

Being a VP of Sales involves wearing many hats throughout the day! My day-to-day involves managing our Retail team and driving strategies to meet our sales targets. Our customers are incredibly wide-ranging with different requirements, so I need to know when to pull in other departments to collaborate. I equate my job with constantly solving puzzles!

The successful expansion of our brand has been a data-driven approach with our partners. We believe in a collaborative approach that combines consultative sales with a marketing approach tailored to our customers’ specific needs.

What have been some of the most effective and successful ways that you’ve promoted the brand and increased overall sales? Also, what have been some of the most important conventions that Blazy Susan has brought to the iconic Blazy van?

A data-driven strategy with a very human, mindful approach when it comes to customer interactions. There are decades of sales and cannabis experience on my team, so we draw on our individual strengths to find overall success. We’re a small, but close-knit group, so I take mentoring and collaboration very seriously.

The great thing about the Blazy van is that you never know when it’ll show up next! This year, we took the van to PuffCon LA, Total Products Expo, and Champs, to name a few.

What are some exciting plans for the future for both you as VP of Retail Sales and the overall Blazy Susan brand? As cannabis becomes more mainstream, how does Blazy Susan plan on growing alongside that increased popularity?        

The cannabis industry as a whole is becoming more widely accepted, and therefore, brands like Blazy Susan can thrive in market segments other than dispensaries and smoke shops. It’s great to see growth in retail chains such as Spencer’s and Duty Free, as well as expansion in the c-store space. These expansions and partnerships will be my priority as we move into the new year.

We also have ongoing and future collaborations in the works that I’m very excited about in the upcoming year. Our Grateful Dead and Purize collaborations have been an excellent staple for rounding out our brand and reaching a different audience. I can’t quite announce the one I’m most excited about, which launches in April, but rest assured, it’ll be fantastic.

As for myself, I look forward to continued work with our talented team. It’s such a reward to see new products come to life and to share the successes together!

Thank you for joining us, Shuang! For more information on Blazy Susan, please visit its website.