On traditional vs. DTC. The VP of Marketing and Branding for Caliva, Rosie Rothrock received word that one of pop culture’s most influential figures wanted in on the industry and she secured the deal. The Caliva partnership with the newly-minted billionaire music mogul and artist Shawn “Jay Z” Carter filled the proverbial pages of Hypebeast, Rolling Stone, and Complex magazine. Forbes, Fortune, and CNBC took the day off from highlighting the fact that hip hop’s first billionaire signed on as a c-suite executive at one of the more promising competitors in the cannabis industry.
