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Amber Craig
Chief Merchandising Officer at FOUR20
Amber Craig is a prominent figure in the cannabis industry, serving as the Chief Merchandising Officer at FOUR20, an Alberta-based cannabis retailer.12 She held this position from February 2020 to May 2024, contributing significantly to the company's growth and development.1
Amber is recognized for her pioneering work in legal cannabis use in Alberta and has been instrumental in shaping the industry.2 Her expertise spans various areas, including trade marketing, retail sales, and merchandising.1 In 2022, she was named one of Avenue Calgary's Top 40 Under 40, acknowledging her contributions to the cannabis sector.2
Recently, Amber has been involved in executing a successful merchandising shift at FOUR20, which she described as "dreamy" and expressed pride in her team's execution.3 Her role extends beyond merchandising, as she actively participates in discussions about the evolving cannabis sector.
Amber's professional background includes experience with companies such as Spark Business Strategies, The Elephant in the Room, and various freelance work.6 She has been involved with FOUR20 since cannabis was fully legalized in Canada and has played a crucial role in navigating the unique challenges of marketing within the cannabis industry.4
As a thought leader in the field, Amber has shared her insights on the cannabis industry, including reflections on the 5-year anniversary of cannabis legalization in Canada.5 Her LinkedIn username is ambercraigcreative, where she regularly shares updates and thoughts on the cannabis retail landscape.3