The Founder: Katie Pringle
Katie Pringle is the co-founder of Marigold Marketing and PR, Canada’s leading PR firm for Licensed Producers and national brands. With a strong background in social and digital marketing, Katie has always had a particular focus on brands that resonate with women. When her maternity leave ended in 2016, she was ready to transition from her corporate role and pursue something of her own.
Together with her co-founder, Bridget Hoffer, Katie launched Marigold Marketing and PR. While they initially worked across a variety of industries, cannabis quickly became their core focus. As the industry evolved, Katie seized the opportunity to expand their reach by launching the Tether Budtender community. The mission was simple; to connect cannabis brands with budtenders across Canada. Today, the community works with over 250 brands and 5,000 budtenders.
Katie’s success is driven by her ability to adapt, build strong relationships, and stay ahead of the curve. Her commitment to fostering a sense of community, rather than competition, has been key to her continued impact in the cannabis space.
Here, Katie shares her thoughts on the role of women in the cannabis industry.
What inspired you to enter the cannabis industry?
The chance to be part of a brand-new legal industry in Canada was an opportunity I couldn’t pass up. It was an exciting chance to help build something from the ground up and shape the future of the market. I knew from the start that PR would play a huge role in cannabis, given the strict marketing regulations. The industry needed, and still needs, strategic public relations to break down stigmas, educate the public, and build trust in the legal market. Legalization didn’t automatically erase decades of misinformation, so it was clear this space required careful communication and a forward-thinking approach to marketing.
Do you feel you had to overcome any challenges of being a woman in a male-dominated field?
At first, we stood out simply because we were women in a space dominated by men. One of the biggest challenges women face in business is the wage gap—Stats Canada shows women typically earn 12% less than their male counterparts, which is a tough reality to accept. In cannabis, it’s no different. A 2022 Yahoo Finance interview with previous Wana Brands CEO and Co-founder Nancy Whiteman revealed that when women in cannabis raise capital, their valuations can be 30 to 40% lower than those of similar men-led companies. Navigating this landscape has shaped the way we lead, collaborate, and push for change in an industry that still has a long way to go.
Do you feel that the cannabis industry is more open to women and diverse voices than other industries, or do you think there are still significant barriers within the space?
I don’t believe the cannabis industry is any more progressive than other industries when it comes to gender equality. While there are forward-thinking leaders and initiatives, the barriers are still very real. That said, some of the most impressive teams we work with in cannabis are led by women—teams that are highly effective, strategic, and excellent communicators. It’s a clear reminder that leadership isn’t about gender; it’s about competence and vision. But there’s still a long way to go, and breaking down these barriers needs to be a priority for everyone in the industry.
What are some ways the industry can improve gender equality and increase the representation of women in leadership roles?
To improve gender equality, we need to make a conscious effort to hire and promote women at every level. Diverse teams are more profitable and innovative, and data backs this up. A McKinsey report found that companies in the top quartile for gender diversity on executive teams were 25% more likely to outperform financially. So, it’s not just about doing the right thing, it’s about driving better business outcomes.
How do you see the future of women in the cannabis industry?
I see a future where companies actively seek out talented women, providing equal opportunities for advancement and recognizing the power of diverse leadership. Mentorship and sponsorship will play a key role in this shift, helping women move into higher-paying roles and secure executive positions. By prioritizing diversity and inclusion, we can create stronger, more successful businesses.
What’s the best piece of advice you’ve received from a fellow woman entrepreneur, and how did you apply it?
The best advice I’ve received was to ditch the idea of "work-life balance" and embrace "work-life flow." As a business owner with a family, I quickly realized that trying to fit everything into a traditional schedule was unrealistic. Once I accepted that my life would naturally ebb and flow, managing it all became easier. Sure, I work long hours and unconventional days—what entrepreneur doesn’t? But I’m also able to attend my kids' 2 pm school concert, take them to doctor’s appointments, or get them to practice by 4:30 pm. "Work-life flow" works for me, and it’s what lets me thrive both personally and professionally.
Are there any other women in the cannabis industry you admire?
There are so many women in the industry I truly admire. To name a few: Nadia D’Alessandro of Cielo Verde, Julie Singer of Tilray, Jen Lockwood of St. Peter’s Spirits, and Karen Young of Wovven. I'm also incredibly proud of the women on my team at Marigold who are smart, strategic, and respected in this industry.
