Narmin Jarrous, Chief Development Officer at Exclusive Brands LLC – Interview Series

Given the size and projected sales figures of the American cannabis industry, its operators must recognize the devastating societal ripple effects caused by the prohibition of cannabis and provide decent opportunities to those impacted by previous draconian policies. One such cannabis professional who’s in charge of planning and implementing social equity and community development-based programs and efforts for a large-scale cannabis company is Narmin Jarrous, Chief Development Officer at Exclusive Brands LLC.

So, what subjects did you study at the University of Michigan-Dearborn, and how do you feel that your studies prepared you for the interesting career path that you’ve taken?

I was never a chemist, but the analytical chemistry classes I took certainly helped prepare me for the wild world of cannabis genetics, R&D processes, and even the licensing and legal work I do daily. I also minored in Sociology, and looking at things through a sociological perspective has really shaped our business approaches, from how we develop products for diverse communities to our social equity and community outreach initiatives.

While serving as Director of Special Projects and Sales for Raymond Christopher Enterprises, what were your regular duties, and what went into franchise acquisitions?

I was responsible for identifying franchise opportunities for both standalone locations and within the highly regulated world of airport concessions. While the role involved a wide range of tasks, my primary focus was on building relationships with brand owners nationwide and demonstrating why our family of companies was the right choice. 

How did you ensure that the marketing strategies you developed while serving as Director of Marketing for DiaMedical were successful? How is marketing/PR for medical services and products different from marketing/PR for other industries? 

When you’re marketing a product that impacts peoples’ health and wellbeing, there are certain ethical responsibilities involved. You aren’t marketing a purse or a pair of designer sunglasses, you’re marketing something that somebody is going to rely on for their quality of life. When it comes to cannabis, marketing is a highly regulated segment of a highly regulated industry to ensure companies don’t market or advertise to minors, for example, which is crucial for public health and safety.

Social media adds another level of complexity. There are strict rules across most social media platforms that regulate what you can post or advertise regarding cannabis. If you speak to anybody who’s worked in the cannabis space for long enough they’ll tell you that no matter how closely they stick to the guidelines it’s almost inevitable your account will get flagged or blocked. It has jokingly become a right of passage. Overall, we have a responsibility to prioritize consumers’ safety in our messaging while finding creative ways to reach them as we face more advertising barriers than most industries.

After serving in a number of interesting roles, what caught your professional attention about working in the cannabis industry? Prior to joining the Exclusive Brands team, did you have any professional or personal experience with cannabis? What drew me to cannabis was a desire to apply my skills to improve lives and make a meaningful impact. I also wanted to challenge myself in a budding, highly regulated industry. I didn’t have experience with cannabis until I entered the field, but began using Exclusive Brands’ products to manage the pain, nausea, and appetite loss caused by endometriosis. The results were better than any therapy I’d tried before, which ultimately led me to launch my own product line, Neno’s Naturals. That experience deepened my passion and commitment to expanding access to and education around cannabis.

How did your previous roles with Raymond Christopher Enterprises and DiaMedical give you an advantage when you became Executive Vice President of Business Development?

All three of my previous roles with the group were vastly different, which was invaluable for my professional growth. The common thread between these roles was that each relied heavily on creative problem solving, people management, and product development. These are skills that continue to be central to my work today.

Because social equity and both its successful and unsuccessful implementations in state cannabis industries are subjects I’ve covered frequently, I wanted to ask what your regular duties as Director of Social Equity were. In your own words and based upon your own experiences, what is the grand importance of social equity in the cannabis industry and within cannabis businesses and brands?  

As Director of Social Equity at Exclusive Brands, I was responsible for developing and implementing our company’s social equity plans. When we received the first adult-use license in Michigan in 2019, we were committed to helping social equity applicants gain licensure across the state.

Part of my role involved identifying eligible applicants for our program, personally guiding them through the licensing process, completing their applications, and covering their application fees through Exclusive Brands. I also led educational sessions on behalf of the Cannabis Regulatory Agency to help applicants navigate common licensing challenges. In addition, I advised the state on social equity initiatives through my role as Executive Director of the Cannabis Business Association of Michigan. 

What are some philanthropic causes and non-profit organizations that Exclusive Brands partners with? As Chief Development Officer, why is it vital for cannabis brands/companies to be philanthropically involved?

Exclusive Brands has partnered with many amazing organizations over the years, including The Black and Brown Cannabis Guild, The Last Prisoner Project, and The Trevor Project – all of which do important work both locally and nationally. 

Cannabis is a community within itself and we all need to support and help each other, whether that be against discrimination, wrongful imprisonment, mental health challenges or a whole host of other social issues. Cannabis brands are uniquely positioned to make a difference in the communities they serve, and I believe it’s essential as industry members we rise to that responsibility. 

According to MJBiz, Michigan is the 2nd largest cannabis market in the country at over $3.3 billion in total sales in 2024, with only California beating it. As someone who works in the Michigan cannabis industry, what strong advantages does the Michigan industry have against other state markets that cause its products to sell so successfully?  

The Michigan market is unique in that many of the most successful operators in the state here are actually from Michigan. Having companies that are invested in the success of their communities leads to a flourishing industry.

How would a federal rescheduling of cannabis from Schedule I to Schedule III impact the operations and products of Exclusive Brands? Do you think a federal rescheduling would encourage cannabis brands to become more involved in philanthropy and charity?          

I truly believe those who want to be philanthropic are going to be philanthropic regardless of how cannabis is scheduled. However, cannabis companies do have to jump through a lot of legal and regulatory hoops to be able to bank compliantly, as well as donate to different charities. 

Over the years, we’ve encountered nonprofits that are hesitant to partner with us out of fear of jeopardizing their federal standing or funding. Rescheduling could ease some of those concerns and make it easier for cannabis companies to contribute openly and consistently to the causes they care about. 

Thank you for joining us, Narmin! For more information on Exclusive Brands, please visit its website.