Cannabis Lifestyle Media and Brand Platform Expands Operations to Toronto and Vancouver
CANADA: PRØHBTD, a leading cannabis lifestyle media and brand platform, recently opened new offices in Toronto and Vancouver. The first international expansion beyond PRØHBTD’s primary Los Angeles headquarters, the two offices will lead the company’s growth strategy in Canada in advance of the country’s legalization of the recreational cannabis market on October 17.
The team of six staffers, situated in Toronto’s Liberty Village and downtown Vancouver, are led by Shelley Madison, Senior Producer; David Brott, Director of Brand Partnerships; and Joel Yatscoff, Senior Product Designer. Madison leads all creative content production while Brott leads the company brand partnership efforts, and Yatscoff is responsible for product design and packaging innovation.
“We already work with a number of brand partners across the border so it was a logical expansion to support those efforts,” said PRØHBTD CEO Drake Sutton-Shearer. “We have built our reputation on creating premium cannabis content and helping companies develop their brands, and to now expand these offerings directly in the Canadian market is an important next step in our journey to taking the company public.”
Shelley Madison has more than a decade of experience in the media industry with a focus on creative partnerships, storytelling and content production. Working as both an Executive Producer and Producer, Shelley has collaborated directly on films with Academy Award winning actors and directors including James Franco, Margot Robbie, Nicole Kidman, Robert Pattinson, Werner Herzog and more.
Before joining the PRØHBTD team, Joel Yatscoff founded Burning Tree, a consultancy that specialized in supporting cannabis companies with packaging and labeling. Additionally, he was Head of Product Development at HIKU Brands (recently acquired by Canopy) where he re-imagined products for the Tokyo Smoke and Van der Pop brands. His projects have been recognized internationally including for the prestigious XPRIZE and James Dyson Awards.
David Brott has successfully spearheaded marketing and sales departments within creative agencies, large tech corporations and startups in Toronto, Vancouver, Los Angeles and Taiwan, selling to decision makers in Fortune 1000 companies around the world.
The expansion follows PRØHBTD’s series A round of funding, which secured USD $8 million from investors that included Ontario’s Serruya Private Equity and The Delavaco Group. It represented the single largest round of funding for a media related company in the cannabis industry to date. In addition to the Canada office openings, the funding has accelerated the production and distribution of PRØHBTD’s slate of original content, and deepened the expertise and capabilities across the company through soon to be announced new executive hires.