We’re excited to introduce you to the always interesting and insightful Red Rodriguez. We hope you’ll enjoy our conversation with Red below.
Red , thank you so much for joining us today and appreciate you talking about a sensitive topic. It’s unfortunately relevant to so many in the community as layoffs have been on the rise recently, and so we’d appreciate hearing your story and how you overcame being let go?
When I found out I was being laid off from a company I loved and respected deeply, it hit hard. This wasn’t just any job for me; it was a place where I’d poured my creativity, energy, and belief in cannabis as a force for change & that we could do that through the power of collaboration & storytelling. I’d been with them for four years, working alongside some of the brightest minds in the industry. That kind of role doesn’t feel like a job—it feels like a calling. So, being told I had to step away was jarring.
After the initial shock, I decided to take some time for myself. I’d been pushing hard for years, and I knew if I was going to move forward, I needed to take a pause and be kind to myself. That time off wasn’t just about resting; it was about reflecting and realigning with my purpose. I wanted to make sure that whatever came next would allow me to keep contributing to an industry I feel so connected to.
With encouragement from close colleagues who’d been by my side through thick and thin, I began to consider something that had been in the back of my mind for a while: relaunching my own agency, Iconoclast Agency. After ten years in the cannabis space, I knew I had the experience, vision, and a deep well of creative energy to bring something truly impactful to the table.
My work is hands-on, from crafting the big-picture strategy to executing the small details. And I realized that this combination—of passion and vision backed by experience—was my way forward. Now, I’m focused on collaborating with brands that share my commitment to authenticity and making a creative impact in cannabis. I see the opportunity to help them not just reach consumers but inspire them.
Looking back, the layoff was difficult, but it was also the catalyst I needed to reconnect with what drives me and reimagine how I could make a difference. Through Iconoclast Agency, I’m ready to champion those brands that don’t just exist in the industry but elevate it.
Thanks, so before we move on maybe you can share a bit more about yourself?
At Iconoclast Agency, we bring over a decade of hands-on experience in the cannabis industry to deliver tailored solutions that genuinely resonate with cannabis culture. Our approach goes beyond conventional strategy; we are embedded in the cannabis space and bring an authentic, creative lens to everything we do. We understand that to make a true impact, brands need more than just visibility—they need cultural credibility and a foundation built on authenticity.
Our services span a comprehensive suite tailored for cannabis brands. From Retail Marketplace strategy and Procurement to Retail Partnership Programs and Budtender Education, we offer practical, ground-level support designed to amplify a brand’s presence and influence. Our SWOT Analysis and Retail Strategy dive deep into market insights, equipping brands to navigate the evolving cannabis landscape with confidence.
When it comes to Brand Strategy and Brand Storytelling, we’re not just creating campaigns; we’re building narratives that matter. Through Product & Brand Collaborations, Brand and Product Positioning, Communication Strategy, and Influencer Marketing, we help brands connect with consumers in a way that’s both relevant and impactful. Every brand partnership and launch is crafted with an eye for positioning, leveraging our extensive industry knowledge and relationships to create standout campaigns.
Our Retail Marketing and SOP Development services are designed to enhance both customer experience and operational efficiency, ensuring brands are equipped for long-term success. Whether through Brand Audits, Collab Marketing, or Brand Marketing, we’re committed to fostering sustainable growth and influence for our partners.
At Iconoclast, we’re not just strategists—we’re cultural pioneers dedicated to shaping the cannabis industry’s future, one authentic brand at a time.
If you had to pick three qualities that are most important to develop, which three would you say matter most?
Looking back, the three most impactful qualities have been cultural intuition, relationship-building, and staying on my toes. Each of these helped me navigate the industry’s fast pace and find ways to stay authentic in my approach. Here’s what they mean and some advice for those early in the journey:
Cultural Intuition: Cannabis has a rich history and community—it’s more than just products or profits. Understanding this culture is essential. For me, building intuition meant immersing myself in events, engaging with legacy voices, and paying attention to industry shifts. For newcomers, dive deep: spend time with people who’ve been in the space, follow trends, and listen to the community. This authentic connection will shape decisions that resonate with real cannabis consumers.
Relationship-Building: Relationships are everything here. This industry thrives on trust and community; it’s network-driven. Building partnerships isn’t about quick wins—it’s about investing in real, long-term connections. Early on, prioritize listening and contributing over asking. Engage with others whose work you admire, attend industry events, and be curious. These connections open doors and provide insights you can’t get solo.
Staying on My Toes: Cannabis evolves fast—laws, consumer needs, product types, and retail dynamics change constantly. Being able to pivot has been critical. Staying nimble and informed lets you adapt to new opportunities or challenges in real-time. For those new to the space, commit to staying alert: follow industry news, keep up with regulatory changes, and learn from trusted sources. Knowing when to pivot and being flexible will keep you competitive and ready for what’s next.
Who is your ideal client or what sort of characteristics would make someone an ideal client for you?
Our ideal client is someone who genuinely values cannabis culture, sees the industry as more than a trend, and is committed to authenticity and impact. They’re not just looking for visibility; they’re after a genuine connection with the community and a deep, lasting influence.
A great fit would be a brand that’s purpose-driven and open to innovation—a company willing to embrace both tried-and-true practices and fresh, creative approaches. They value collaboration, understand the importance of consumer trust, and are committed to lifting up diverse voices in the space. This kind of client knows that in an industry as dynamic as cannabis, real success requires cultural alignment, strategic adaptability, and a genuine respect for the people behind the product.
Contact Info:
- Website: https://iconoclastagency.com/
- Instagram: https://www.instagram.com/iconoclastagency/profilecard/?igsh=dWNkNXV6Y3dwdDd0
- Twitter: https://x.com/iconoclasagency?s=21&t=JPicj1eUPcjDO7HDoQxTvg
Image Credits
Iconoclast Agency
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