Elizabeth Hogan is the VP, Brands & Co-Founder of GCH Inc., the company that owns and operates the Willie’s Reserve cannabis brand. Willie’s Reserve launched in 2016 and is now for sale in five states. Hogan is responsible for brand strategy, communication and marketing for the GCH brand portfolio, aligning product and partner opportunities to the quickly evolving consumer cannabis market. Prior to manifesting her dream career at the intersection of weed and music, she led consumer-driven brand development and strategy projects for clients around the world, including Grupo Modelo, Samsung and Kaiser Permanente.