Myles Mayfield, Marketing Director at NatureMed – Interview Series

Marketing within the cannabis industry is still largely uncharted territory, and it rarely follows the straightforward rules of traditional advertising. Between strict regulations and outright bans on most social media platforms, cannabis marketing demands deep creativity and a constant ability to roll with the punches. This is especially true when expanding into new states or medical markets, where navigating compliance while building a fresh product line brings endless questions and uncertainties.

For a deeper look into cannabis marketing, achieving success in new territories, and expanding specifically into the new Kentucky market, mycannabis.com had the pleasure of speaking with Myles Mayfield, Marketing Director at NatureMed.

What subjects did you mainly study at The University of Arizona? Which courses in particular became the most beneficial while working in the cannabis industry?

I earned my Bachelor of Arts in eSociety from the University of Arizona, which has since evolved into the Bachelor of Arts in Emerging Technologies in Society. The program focused on the intersection of technology, communication, and society, with coursework ranging from digital storytelling and research methods to new media theory, ethics, and presentation skills.

The two courses that have had the greatest impact on my career are Digital Storytelling and Online Searching. Digital Storytelling taught me how to communicate complex topics in a way that resonates with different audiences, while Online Searching strengthened my ability to evaluate information, identify credible sources, and separate fact from misinformation. Those skills have been invaluable in the cannabis industry, where education is the backbone of marketing. Every day, we’re helping patients and consumers navigate a complex landscape that has long been shaped by stigma and misconceptions. My education prepared me to build trust through accurate information, thoughtful communication, and meaningful customer relationships.

What opportunities did you have to strengthen your marketing and retail skills while working with Apple? How do you feel that working for such a globally known company provided you with a more in-depth understanding of those fields?

Working at Apple (AAPL ) taught me that great brands are built from the inside out. One of the biggest lessons I took away was the importance of culture. Apple invested heavily in teaching its mission, values, and customer experience philosophy until they became part of every conversation and decision. That experience prepared me well for cannabis retail. At NatureMed, our mission is to be the source of all things cannabis, and that mission guides everything from our marketing strategy to the way we educate and interact with our customers.

Working for a globally recognized company also gave me an appreciation for building scalable systems. Today, as part of a multi-state operator, I rely on those experiences to create marketing campaigns and operational processes that can be adapted across multiple states while still feeling authentic to each local community.

One of the most rewarding opportunities during my time at Apple was serving as a Today at Apple facilitator, where I helped lead educational sessions for customers. That experience reinforced the idea that education creates confidence, and confidence leads to better customer experiences. I’ve carried that philosophy into the cannabis industry. While cannabis itself has been around for generations, the legal market is still relatively new for many consumers. By helping patients and customers better understand products, consumption methods, and the science behind cannabis, we empower them to make informed decisions and have more positive experiences.

What professionally interested you about joining the cannabis industry? Did you have any reservations about joining an industry that was still so young compared to previous places you worked?

What initially drew me to the cannabis industry was the opportunity to help build something new. Throughout my career, I’ve worked across a wide range of industries—including legal, real estate, hospitality, wellness, and SaaS—and every one of those experiences taught me something valuable. But cannabis was different. It’s one of the few industries where the rules, best practices, and consumer expectations are still being written. The opportunity to help shape that future, rather than simply inherit it, was something I couldn’t pass up. I look forward to looking back 10 or 20 years from now and knowing I played a small part in helping the industry mature.

The other reason was much more personal. Cannabis has had a positive impact on my own life, and it changed the way I thought about the plant. It also introduced me to a community that is incredibly welcoming, compassionate, and passionate about helping others. That experience shifted my perspective from simply viewing cannabis as a product to seeing it as something that brings people together through education, wellness, and shared experiences. Combining that personal appreciation with my passion for marketing made joining the industry feel like a natural next step. It gave me the opportunity to contribute to an industry I genuinely believe in while helping others make informed decisions through education and trust.

How did serving as a budtender increase your knowledge of the many types of cannabis products and quality customer service as well?

My time as a budtender was one of the most valuable experiences of my career because it gave me a firsthand understanding of both the products and the people we serve. Every customer had a different relationship with cannabis, different goals, and different levels of experience. Learning to listen first and understand what someone was hoping to achieve before making a recommendation is a lesson that still shapes my marketing decisions today. You can learn a lot about products from a brochure, but you learn how people actually experience cannabis by talking with them every day.

I also made it a priority to become a student of the industry. I attended as many brand education sessions as possible, worked closely with our inventory team to learn about new products coming to our shelves, and spent time understanding the differences between cultivators, manufacturers, cannabinoids, terpenes, and consumption methods. The more knowledge I gained, the more confident I became in helping customers navigate their options. While every person’s endocannabinoid system is unique and no two experiences are exactly alike, having that foundation allowed me to provide thoughtful guidance and build genuine trust. That perspective continues to influence how I communicate with customers today, ensuring our marketing is grounded in education, authenticity, and real-world customer experiences.

From your experience, what is so exciting about expanding into Kentucky? Logistically, what all goes into expanding into a brand new medical cannabis market?

What excites me most about expanding into Kentucky is the opportunity to help build a new medical cannabis program from the ground up. Every new market is unique, but Kentucky is especially meaningful because we’re introducing a regulated medical cannabis program to patients who may have never considered cannabis as part of their wellness journey. It’s incredibly rewarding to know that our work can help eligible patients better understand their options and gain access to safe, state-tested products.

From a logistical standpoint, launching in a new market requires much more than opening dispensary doors. It starts with understanding the state’s regulations, educating communities about how the medical cannabis program works, and building trust with patients, healthcare providers, and local organizations. One of our biggest priorities has been increasing awareness that medical cannabis is now a legal option for qualifying Kentuckians. At NatureMed, our mission is to be the source of all things cannabis, so we focus on providing education that helps patients confidently navigate the program while ensuring every interaction reflects the compliance, compassion, and professionalism that the Commonwealth expects from its licensed operators.

What are your regular duties as Director of Marketing for NatureMed? How has your role changed since you first began serving?

As Director of Marketing, my role is incredibly diverse, which is one of the reasons I enjoy it so much. On any given day, I might be developing a marketing campaign, reviewing performance metrics, managing budgets, working with our agency partners, building new tools within our marketing technology stack, or meeting with community organizations to identify partnership opportunities. I also spend time creating processes that help our team work more efficiently across multiple states and mentoring our marketing team as they continue to grow in their own careers. Whether it’s launching a new website feature, planning an event, supporting our retail teams, or refining our brand strategy, my focus is always on finding better ways to connect with customers and support NatureMed’s mission to be the source of all things cannabis.

My role has evolved quite a bit over the past three years as NatureMed has continued to grow. When I first joined, much of my attention was focused on strengthening our retail marketing efforts. Today, I’m fortunate to help lead initiatives that span multiple brands and states, including the expansion of our FENO and Bondfire brands and the launch of Kentucky’s medical cannabis market. As the company has grown, my responsibilities have expanded beyond executing marketing initiatives to developing long-term strategies, mentoring a talented team of marketing professionals, and creating scalable programs that can be adapted across multiple markets while still serving the unique needs of each community.

From a marketing standpoint, how would you describe the process of creating the Bondfire brand? What were some roadblocks that you faced when first building the brand?

Building Bondfire was one of my favorite projects because it challenged us to think beyond creating another cannabis brand. We knew there was an opportunity to better serve cost-conscious consumers, but we didn’t want Bondfire to simply be viewed as the “budget” option. The challenge was creating a brand that represented value without sacrificing quality. Affordability is important, but so is trust. We wanted customers to feel confident that choosing Bondfire meant they were getting a product they could rely on.

One thing I’ve learned throughout my career is that the best brands are built around people, not products. Bondfire was designed for people who value connection, reliability, and sharing experiences with others. The name itself reflects the idea of gathering around a fire, bringing people together to relax, tell stories, and enjoy each other’s company. That sense of community became the foundation for the brand. Another challenge was making sure Bondfire had its own personality while complementing our other brand, FENO. Every decision from the visual identity to the messaging had to reinforce that Bondfire wasn’t just a lower-priced product line. It was a brand with its own purpose, its own audience, and its own story to tell.

Based on your role as Director of Marketing, what are the biggest differences between the Arizona and Missouri markets? Does one state have certain advantages and abilities over another?

One of the most rewarding parts of working for a multi-state operator is seeing how each market has its own personality. Arizona is a more mature market with consumers who are familiar with different brands and products, so marketing is focused on building loyalty and standing out in a competitive landscape. Missouri, on the other hand, has experienced tremendous growth, creating more opportunities to educate new consumers and introduce them to the legal cannabis market.

Neither state has an advantage—they simply require different approaches. Every market has its own regulations, customer behaviors, and community needs, so our job is to adapt while staying true to NatureMed’s mission of being the source of all things cannabis. That’s one of the aspects of my role I enjoy most: learning what makes each community unique and building marketing strategies that reflect it.

What do you predict the next few years will bring for the Arizona, Missouri, and Kentucky markets? How truly successful and accessible a medical cannabis industry do you think Kentucky will actually have?

Over the next few years, I think we’ll continue to see each market evolve in its own way. Arizona has become a well-established market where customers have a lot of choices, so brands will need to continue earning loyalty through great products, education, and customer experience. Missouri is still growing and becoming more competitive every year, which will continue pushing operators to innovate and find new ways to stand out. No matter the market, I believe the companies that invest in education, community involvement, and building genuine relationships with customers will be the ones that continue to succeed.

I’m very optimistic about Kentucky’s future. Nearly 30,000 Kentuckians have already obtained medical cannabis cards, and that number continues to grow as more people become aware of the program. We’re also seeing additional dispensaries, cultivators, and processors come online, which will give patients more access and more product choices over time. I think there’s still room to improve accessibility by making it easier for qualifying patients to enter the program, including expanding telehealth certifications and simplifying the registration process. Kentucky has built a strong foundation, and I believe it has all the ingredients to develop into a successful, patient-focused medical cannabis market.

Thank you for joining us, Michael! For more information on NatureMed, please visit its website.