Life & Work with Lucia Cifonelli

Today we’d like to introduce you to Lucia Cifonelli.

Hi Lucia, thanks for sharing your story with us. To start, maybe you can tell our readers some of your backstory.
I have always loved telling a great story surrounded by community, whether that be from my experience in hospitality or in the emerging cannabis market. Growing up on the East Coast, I migrated out West to attend UNLV as a hospitality major, forging my path in hospitality and beverage management as the only female with this specialization in my graduating class at the University of Nevada, Las Vegas. Upon graduation, I traveled and lived all over the world from Prague to St. Thomas, working in hospitality and continuing to grow my network and experience working with brands and retailers, landing back in Las Vegas working with my mentor at Back Bar USA, overseeing beverage programs nationwide; implementing education, brand stories, and initiatives to build consumer engagement and loyalty. Throughout my years in hospitality, I worked with brands directly like Peroni Nastro Azzuro and large distributors, opening all new accounts in Las Vegas for Breakthru Beverage before moving to LA to pursue my dream of working in cannabis. I needed to take my passions for engaging with consumers and brand building into the cannabis space, working for Kush Supply Co as National Account Manager and Director of Retail Services before starting Cannabis USA which has transformed into Smoke Show Co!

Smoke Show Co is a full-service marketing, sales and consulting agency focused on retail engagement and field marketing, building brand loyalty and continued growth. We create connections with amazing humans as a reflection of our brand partners. As a female-owned company, we strive to partner with brands that align with our ethos and values, giving us an opportunity to build and promote their story for increased recognition, growth and revenue.

I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
Starting Smoke Show Co has been a journey that rewards me in ways I didn’t know possible. I have always chosen professions and jobs that were against the norm, whether it be in a male-dominated industry, outside the normal 9 to 5 hours, or working in emerging markets. I like to feel challenged and inspired all the time; that could come from my Mom or as a Capricorn, but the experiences and lessons I have endured have taught me to pivot and be ready to accept all that comes my way. Running an agency that focuses on new brands, many in the cannabis space has their own set of rules, leading to a rapidly growing industry and a changing landscape. As the industry continues to evolve, it is important to address regulatory issues, promote responsible consumption, prioritize social equity, and foster sustainable practices to ensure a thriving and inclusive cannabis industry. As with many industries including CPG and hospitality, being a female in the cannabis space can present unique challenges. Only 20% of executive titles are held by females, which has decreased over the past couple of years. It is a goal of mine to create an inviting space for all while disrupting the cannabis, CPG, and hospitality industries as a women-owned business that has over 15 years of experience and knowledge on brand connections.

Alright, so let’s switch gears a bit and talk business. What should we know about your work?
Smoke Show Co is a full-service marketing, sales and consulting agency focused on retail engagement and field marketing, building brand loyalty and continued growth. We create connections with amazing humans as a reflection of our brand partners.

As the founder, I have 15+ years of experience in the hospitality, CPG, and cannabis industries spanning across distribution, sales, marketing and operations focused on brand building. We focus on consulting, field marketing and sales and merchandising. Through data, industry best practices, and a deep understanding of consumer behavior, we provide our clients with the tools and guidance they need to succeed in a competitive marketplace and adapt to evolving consumer trends. Our experience and insight create tailor-made objectives and programs for success. Smoke Show Co’s team of marketing managers and brand ambassadors represent our client’s retail program for territory growth, order increase, and brand loyalty through engagement, education, and involvement in the community and category space. We create and implement sales strategy, target markets and programming to increase customer engagement, sales growth, product presentation and shelf space. Our team leverages data-driven insights and market research to provide tailored solutions that drive sales growth and brand representation in retail.

I am most proud of the team I have built with over 25 brand ambassadors throughout California, spreading the good word of our brands and representing them in retail, at events, and through education. Our team is made up of passionate and knowledgeable individuals who bring their own creativity and eclectic spirit to the team.

We are what sets us apart from other agencies. We are dedicated to our brands and work with them to create custom, individualized programs for their story. We are the conduit to sharing the brand’s stories throughout the entire process, whether it be new product launches and timelines, social and marketing, sales, operations, and the retailers. We are an extension of our brand partners, representing them in the best light! Just like a shiny disco ball that catches the light and reflects it throughout the room, that’s what we do; we capture your light and story and reflect it into the world, catching everyone’s attention as we do it!

So maybe we end on discussing what matters most to you and why?
Telling a brand’s story and engaging consumers while being inclusive and knowledgeable. We want our consumers to feel comfortable and confident in the message we are conveying. I have always enjoyed breaking bread, hosting, and bringing people together, and that is what I am trying to build by working with brands that tell a beautiful story that resonates.

Smoke Show Co builds relationships and partnerships; not just clients and employees.

Contact Info:

• Website: https://www.smokeshowco.com
• Instagram: https://www.instagram.com/smoke_show_co/
• Linkedin: https://www.linkedin.com/company/smokeshowco/

Image Credits
Ashley Ann Photos Denis Bosnjakovic Illiana Anderson