Today we’d like to introduce you to Lilibeth (LB) Salazar.
Alright, so thank you so much for sharing your story and insight with our readers. To kick things off, can you tell us a bit about how you got started?
The struggle raised me and my three siblings. We grew up in the Glendale/Northeast Los Angeles area. We moved around a lot, not on our terms, but through evictions or something crazy. My Dad escaped the El Salvador civil war, and his post-traumatic stress and sadness followed him. My mom was raised in LA, which you would consider the “Chicanos “era. Freestyle, house parties, and 80s dancing raised her. Anyways, they did their best that they could for the challenges they faced. My sisters, brother, and the hardship gave me my strength. That’s where my perseverance came from
I was driven by a desire to better my life. I loved art, music, culture, and cannabis. I know I wanted to do art, or I wanted to help people in some capacity. I was intrigued by holistic medicine and cannabis. My parents had raised me to think that cannabis was harmful, scary, and would lead to failure and addiction. I felt different and passionate about it. It wasn’t about getting high. It was the social rebellion, the alternative, and the community. I had to make my way. I began to look for work in the cannabis market at the age of 17. Things were different back then. The medical card days were a mixed bag, where you had people trying to make money on the black market, and then you had a community that believed in the plant, and most of the time, it was both. The farmers, the breeders, and the collective mom and pops. Fifteen years ago, the environment was challenging, predominantly male-dominated, and often sexist. However, I persevered and connected with many incredible people who taught me valuable lessons. Some took me under their wing, while others challenged me, which ultimately helped me build myself up in the ways I needed to grow.
We all face challenges, but looking back would you describe it as a relatively smooth road?
It has definitely NOT been a smooth road. Being in the cannabis space has created a web of obstacles, whether they be political, social, or outright chaos, as I dealt with a multitude of different ownership styles and personalities. Things became even more challenging after I became a mom in the early stages. I remember an employer telling me that it would be best for me to find another job simply because I needed to go to my car and use my breast pump during my breaks, and for whatever reason, that was bothersome ( weird, I know, but it’s a true story). We’ve come a long way since then! Don’t get me wrong; during this era, others also empowered me to keep going and find my place in the industry. The community is very close-knit and supports each other in many ways. Another struggle was/is getting compensated fairly and finding a role you feel suited and qualified for. I started trimming and budtending, which was a “typical” job for women if you weren’t related to or in the inner circle of someone in charge, in most cases. But I hustled, gained respect, and worked my way up in various roles from inventory management to retail management, operations, and events. Now I am a Director of Marketing for a vertically integrated brand based in Florida.
On top of everything else, I had to stay alert to possible raids and seizures. Police harassment is common, and unfortunately, many patients and consumers have to endure this as well. Job stability has also been challenging, as many reputable and successful companies struggle under tax and cost pressures and unfavorable deals. Operating in the state of California is extremely difficult. Overall, you have to be passionate and driven to continue working in the industry. People are tough and definitely do it because they believe in what they’re doing; otherwise, you wind up leaving.
Can you tell our readers more about what you do and what you think sets you apart from others?
I am the Director of Marketing at Goldflower Florida. I was introduced to the Florida market by a good friend (Dane) (I love her so much), whom I met while working in ops and marketing with High Times Magazine, another reputable Cannabis brand before it was burned to the ground. Since my passion is rooted in art and creativity, my strong background in operations made a perfect pairing for Marketing. It’s fun but often underestimated. People commonly perceive that my job is to make things fun or pretty. It’s hilarious because there is so much more. It’s about communication, engagement, planning, research, and alignment with everything it takes to run a successful company. I’m proud that I am doing what I love, even under tremendous pressure. That I never gave up or let the fear of people around me or society keep me from pursuing my passion and success. I am a strong Mexican-Salvadorian female leading teams and blazing trails (literally 😉 ) for those who also want to pursue the industry. I’m thrilled, and even more so, I am happy that my son can see me live out my dream, taking flights to fun festivals or grand openings, working with celebrities in brand development, and more! It’s been quite the adventure. What’s even more rewarding is witnessing the power of community and resilience. Witnessing patients and consumers in need have the right to clean and effective medicine. One plant, bringing people together from all walks of life. It’s truly amazing.
How can people work with you, collaborate with you or support you?
People can follow me @eleyeelwhy on IG. I will pick up my artwork again soon and create some stuff in the works with my friend @ruthyfx. I’m working on my own creative agency. Stay tuned!
Contact Info:
- Instagram: https://www.instagram.com/eleyeelwhy
