Trulieve is excited to kick off a new Diversity in the Workplace series that profiles employees from across our business. We will ask them similar questions about how they came to Trulieve, their role here, and their experience working in the cannabis industry. We are starting with our Chief Marketing Officer Valda Coryat.
Valda joined Trulieve as Chief Marketing Officer in December 2019, leading strategic marketing, product branding initiatives, and digital awareness campaigns on a national level. She brings two decades of extensive consumer-packaged-goods (CPG) and agricultural marketing leadership to the team. Through her U.S., global and regional brand-building experiences, she has delivered award-winning innovation and consumer-inspired multi-media campaigns. Valda has leveraged strategy, analytics and creativity to drive profitable brand growth at companies such as Colgate-Palmolive, Avon and Heineken.
Prior to joining Trulieve, Valda led the National Mango Board’s Marketing across the consumer, retail and foodservice verticals. She received her B.A. from Duke University and MBA from Columbia University’s Graduate School of Business. After a long career in New York City, Valda now calls Florida home as it shares much of what she cherishes from her family's origin in the Caribbean.
What drew you to want to work in the cannabis industry?
I was drawn to the energy of this fast-moving, growing industry that hasn’t fully taken shape yet. At this point in my career, I am up for both the challenge and the opportunities that it presents.
Tell us about your day-to-day work at Trulieve
The days are long and varied. On any given day I may work on strategic projects to guide our expansion, connect with the innovation team on new products or collaborate on operational decisions that affect whether we meet our business goals or not.
What has been your experience working in cannabis as a female?
Let’s just say that I am glad that I played sports growing up and spent a lot of time with my dad and other male members of my family. In just about any industry you don’t see many women at the highest levels. Cannabis is no different in that regard but it does have its own distinct ‘bro’ culture. That aside, my focus on impact and delivering tangible results has served me well.
What makes you excited to come to work at Trulieve?
Trulieve is a dynamic company that has roots in diverse communities. Our employees reflect on our patients and vice versa. I am proud and excited to come to work every day because contributing to the success of Trulieve has a direct, positive impact on people across a broad spectrum.
What is a fun fact about you?
Mangos are my favorite fruit and I don’t need a knife to eat them!