Former NBC Exec Brings Marijuana Brands To Life: TerrAscend's BJ Carretta Shares Tips At California Cannabis Event

The story of BJ Carretta, a marketing and media veteran is proof that having a talent can take you to numerous places, from TV to sports, to music and now to cannabis.

Carretta's career is diverse, paved with collaborations and partnerships in sports, music and the cannabis space. Now serving as senior VP at TerrasAscend Corp TSND TSNDF, make sure to catch Carretta at the Benzinga Cannabis Market Spotlight: California where he will be sharing insight on how to bring cannabis brands to life.

Now among the top strategists in the cannabis space, Carretta began his journey at NBC Universal Television Distribution in 2000 where he honed leadership skills as director of video, music and product development then went on to oversee the launch of the studio's TV-to-DVD business.

Some six years later he joined NBC Sports Group. After eight years of leading marketing and communications for the action sports division at the media giant, Carretta shifted his focus to the music industry in 2015.

From Guitars To Cannabis

Carretta's next move was to one of the world's most famous manufacturers of guitars, Fender Musical Instruments Corporation. There, he served as VP of digital brand marketing, media and communications, steering global brand voice distribution and marketing strategies.

Two years later, Carretta ventured into cannabis. His first stop was LA-based MedMen Enterprises Inc. MMNFF MMEN where was the original chief marketing officer. Under his leadership, the company kicked off two successful ad campaigns: "It's Legal" and "Forget Stoner."

A year later, Carretta became an advisor with CBD-focused wellness businesses Fleur Marché and Sagely Naturals.

But he didn't stop there. He continued to seize opportunities in a promising industry when he established Carretta Consulting in 2018, a full-service marketing and media agency that specialized in the perfect combination of cannabis and entertainment.

In 2021, he joined Columbia Care, the multi-state operator that subsequently rebranded to The Cannabist Company Holdings Inc CCHWF as senior VP of marketing, before transitioning to TerrasAscend in March 2023 where he performs the same role.

Benzinga Cannabis Conferencesare coming to Los Angeles. Join the Benzinga Cannabis Market Spotlight: California and unlock the future of cannabis at the premier networking event in Culver City on February 22. Connect with top industry leaders, gain insider insights into the investment landscape, and shape the evolving markets in California and beyond. Don't miss this chance to be at the forefront of the cannabis industry's growth and innovation! Join now.