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08/05/2021

Papa & Barkley names Becker to lead marketing

Bo Becker has been tasked with oversight of the brand's customer journey, branding, direct-to-consumer strategy and scaling earned media value. 
David Salazar
Managing Editor
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Maker of CBD topicals and tinctures Papa & Barkley is growing its c-suite with a CPG and CBD industry veteran. The Eureka, Calif.-based company has named Bo Becker its chief marketing officer, tasking him with oversight of the customer journey, branding, direct-to-consumer strategy and scaling earned media value. 

“Papa & Barkley has always stood out amongst the competitive set of cannabis brands as the gold standard for trust and efficacy,” CEO Evelyn Wang said. “Now the task at hand is to get out the loudspeaker and announce to consumers that our products, crafted using our whole plant solventless infusion process, deliver the most effective results. This is where Bo comes in; I'm confident in his ability to significantly scale the brand's awareness and reach a broad base of consumers, including those who may not have previously considered a cannabis solution for wellness. His curiosity and commitment to unlocking consumer insights will drive transformational messaging.”

Becker brings more than 16 years of experience at CPG brands to the role, including two years as vice president of marketing at CBD giant Charlotte’s Web, where he was in charge of scaling its CBD business nationally. His experience includes various executive roles at nutrition and wellness companies, with expertise in digital-first branding, the company said. 

Becker joins the company as it moves to accelerate its product innovation and grow awareness of its brand. Among the recent hires are Cassie Perlman, vice president of brand marketing and strategy; Anne-Sophia Roumilhac, vice president of e-commerce; Jaclyn Sepulveda, director of social media and influencers; and Shelly Nghiem, director of e-commerce. 

“I am a firm believer in the wellness potential of the cannabis plant. As a leading brand, the broader our reach and the bolder our marketing efforts, the more lives we can transform,” Becker said. “We've gone through immense internal growth this year and I am excited to lead such a talented and passionate group of changemakers. We couldn't be more prepared to champion the brand and support our consumers along their wellness journeys.”