"Civilized is one of those brands that has the potential to define an entire generation," says Baron. "They’re a trailblazer, reimagining the way we talk and think about cannabis. And that’s an incredibly exciting space to be in. I’m looking forward to contributing to the momentum at Civilized as they cement their place within this larger cultural movement."
Baron brings 20 years of experience marketing top brands as an ad agency veteran and executive corporate marketer to her new role. At Omnicom agency, TracyLocke, she started her career in project management and creative development for the world’s top consumer packaged goods including Frito-Lay and Pepsi-Cola. While at Diageo, she managed global powerhouse brands Crown Royal, Johnnie Walker, Bulleit Bourbon, Tanqueray and Ciroc.
Baron relaunched Hennessy cognac in the American market and led the U.S. business for Grand Marnier while with LVMH Moët Hennessy USA. Awarded three Moët Hennessy USA President’s Award for the Hennessy "Never Stop. Never Settle" ad campaign – featuring Martin Scorsese, Manny Pacquiao and Nas – she contributed to the spark that ignited a renaissance for the brand in the U.S. At Stillhouse Whiskey, Baron established the brand narrative, launch strategy and U.S. activation plan during the brand’s inaugural year. Applying luxury marketing principles to the emerging cannabis category, Baron was formerly the head of marketing for Canndescent, a California-based cultivator of premium cannabis, where she developed the brand’s first strategic marketing plan and led new product development.
"Elisabeth is a senior marketing professional at the top of her game," says Derek Riedle, Publisher of Civilized. "She’ll be guiding our marketing team with expertise and strategy as we break into new regions with new activations. With her leadership, we’ll be bringing branded, cannabis-culture campaigns to our audiences that they won’t forget."
Baron holds a BA from Indiana University and an MBA in Global Management from the University of Texas at Dallas. She is based in Civilized’s Venice office.
About Civilized Worldwide Inc.:
Founded in 2015, with offices in New Brunswick and California, Civilized is a premium media and lifestyle brand that embraces and highlights modern cannabis culture, reflecting the millions of adults who choose to enjoy cannabis as part of a balanced lifestyle, but don’t define themselves by it. Reaching more than 3 million unique monthly visitors North America-wide, Civilized produces engaging content for and about people who enjoy cannabis responsibly. Other verticals include Civilized Studios, a video network available to 100+ million viewers that fills the void of broadcast quality video and original series in the cannabis space, and Civilized Events, exclusive branded experiences for both the cannabis industry and consumers – from intimate dinner parties to large-scale events like the first-ever World Cannabis Congress. For more information, visit civilized.life.
SOURCE Civilized Worldwide Inc. (Civilized)