Cannabis Sales Strategy: Kanha's SVP Charmaine Chua Shares Success Tips
- Ishqa Hillman
- 3 days ago
- 4 min read
Taking the Leap: From Fortune 500 to Cannabis Leadership
When Charmaine Chua received a senior vice president offer from Stiiizy, she faced a pivotal choice: stay with the Fortune 500 company where she'd spent 14 years, or take a chance on cannabis.
"Do I give up that stability for the unknown of cannabis?" she wondered.
Two moments changed everything. While pursuing her MBA in Delhi, India, Charmaine was reading Lean In by Sheryl Sandberg. One line hit hard: "If someone gives you a seat in a rocket ship, you just go."
"Why do we, especially as women, think about what's gonna go wrong?" Charmaine reflects. "What if it actually goes right?"
Her professor reinforced the message: even if cannabis didn't work out, her talent would open other doors. She took the leap.
Today, as Senior Vice President of Sales for Kanha and Sunderstorm, Charmaine leads strategy for one of California's top cannabis edibles brands as they celebrate their 10-year anniversary—and achieved remarkable success.
The Big Win: California's #2 Rosin Brand
Kanha's rosin line just became the #2 rosin product in all of California. For a relatively new product line in a crowded market, this achievement is huge.
"Our rosin belts are one of the top selling gummy SKUs in California," Charmaine shares.
What's behind this success? A combination of science-based formulations (the team includes PhDs), constant innovation, and a cannabis sales strategy that goes beyond just getting products on shelves.
Cannabis Sales Strategy That Actually Works
In a market congested with thousands of brands competing for limited shelf space, Charmaine's approach focuses on three key areas:
1. Stay Connected to Real-Time Feedback
"Being really dialed in on both the store and the consumer's feedback" is essential, according to Charmaine. She expects her sales team to actively engage with budtenders and general managers, constantly gathering intelligence:
What new brands are emerging?
Which products are flying off shelves?
Why are certain brands succeeding or struggling?
This real-time feedback loop helps Kanha adapt quickly and maintain competitive advantage.
2. Adapt Constantly—No Permanent Playbook
"What you were doing three years ago may not be the right action plan currently," Charmaine warns. The market looks dramatically different than during the 2020 pandemic boom, and that demand will never return.
"Times have changed," she says. "I don't think there is a permanent playbook. It's constantly evolving. The brands that know how to evolve will succeed and thrive."
3. Educate Budtenders, Not Just Consumers
Here's what many brands miss: budtenders are critical stakeholders in cannabis sales success.
"Making sure that the product and the story behind the product and the education resonates not just with the consumer, but with a very important stakeholder in all this, which is the bud tender," Charmaine emphasizes.
When budtenders understand your products, believe in your brand, and can educate customers effectively, your sales strategy becomes exponentially more powerful.
The Power of Community: Kanha's 10-Year Vision
As Kanha celebrates a decade in cannabis, community takes center stage. The brand's CMO Angela Cheng leads initiatives recognizing that "the growth of Kanha comes from its people."
For the anniversary, Kanha launched a sweepstakes with an all-expense-paid trip to Thailand as the grand prize, plus numerous other prizes for loyal community members.
"Consumers trust that we have the cleanest, safest, science-based products out there," Charmaine says. This trust comes from consistent quality and genuine community engagement—not just marketing campaigns.
Women Leading Cannabis Sales
The conversation turns to women in cannabis leadership, a topic both Charmaine and Ishqa feel passionate about.
"We are operating under a different set of rules," Charmaine acknowledges. "You have to be willing to do the hard things."
What draws talented women to cannabis despite challenges? For Charmaine, it's the constant novelty.
"Every day I come across a new problem I literally have never experienced before," she explains. "The industry gives me something I wasn't getting in the traditional corporate world. Women in cannabis share a unique bond, navigating unprecedented situations together. "The ladies don't wanna do the hard things either, but they do it," Charmaine observes. "We just get it done."
Managing Anxiety in High-Stakes Sales
Leading cannabis sales means operating under constant pressure. Charmaine openly discusses managing anxiety—refreshing honesty rare in executive circles.
Ishqa shares her favorite trick: turning worry into wonder. After learning that anxiety and excitement produce identical physiological responses—the difference is only what we tell ourselves—she reframed her mindset.
"With worry, you have horse blinders on," Ishqa explains. "With wonder, you're looking for everything—the possibilities" and remembering you are always aligned.
For cannabis professionals navigating uncertainty, regulatory challenges, and market volatility, these tools prove invaluable.
Looking Ahead: Innovation and Global Expansion
Despite industry challenges—unsustainable tax burdens, regulatory uncertainty, and market congestion—Charmaine remains optimistic about 2026.
Kanha isn't just focused on domestic growth. The brand already operates in Thailand and aims to become the leading global cannabis brand.
"You're gonna see a lot more continued innovation from Kanha," Charmaine promises. This global vision and commitment to science-based products position the company for long-term success.
Key Takeaways for Cannabis Sales Success
Charmaine's experience offers valuable guidance for cannabis sales professionals:
Stay intensely connected to feedback from retail partners and consumers
Embrace constant adaptation—what worked last year may not work today
Educate budtenders thoroughly—they're your most important stakeholders
Build genuine community with authentic relationships
Do the hard things even when it's uncomfortable
Take care of your mental health in high-pressure roles
Want More Cannabis Industry Insights?
This is just a glimpse of the full conversation with Charmaine Chua. In the complete episode, you'll hear:
Detailed lessons from building Stiiizy during the pandemic
Specific tactics for navigating dispensary relationships
More about Kanha's product innovation process
Stories about women supporting women in cannabis
Charmaine's journey from corporate America to cannabis leadership
Tips for managing anxiety and doing hard things as a leader
Listen to the full episode:
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