Ending Women’s Month with a Bang – Client Spotlight: Khadijah Tribble

Throughout Women’s History Month, we’ve celebrated and recognized the achievements and important milestones women have made. As it comes to a close, we wanted to highlight a woman that works to provide opportunities for women and overlooked communities. Meet Khadijah Tribble, Vice President of Corporate Social Responsibility (CSR) at Curaleaf. Head woman in charge for Rooted in Good. Cannabis freedom fighter. Extraordinaire.

How and why did you begin working in the cannabis industry? 

Traditionally in college, you pick a major that really speaks to you, and run with it. But back in my undergraduate days, the idea that corporations were responsible for good business ethics and supporting the communities that they operate with and in, what we call CSR today, was not yet established. 

After graduation, I was looking for work in the academia and nonprofit spaces. I really started paying attention to how drug policies were driving poverty in the communities that I lived and worked in. So when I had the chance to join the Board of Changing Perceptions, a D.C.-based nonprofit that creates entrepreneurial opportunities for formerly incarcerated individuals, I jumped at the opportunity. 

I am still blown away by the thousands of collateral consequences related to marijuana arrests, convictions, and incarcerations. I often say the most dangerous gateway marijuana opened was the one to a lifetime of poverty and that’s not okay with me. It’s unnecessary and unacceptable. So here I am, but let’s be clear, I’m no Drug Policy Alliance. I am a Black, queer woman, using every opportunity in my position to help elevate my community and do what’s fair and right.  

What is cannabis equity, and why is it important? 

It’s a huge ethical issue to be a part of today’s booming, legal cannabis industry and not acknowledge the discriminatory effects of the War on Drugs. Black Americans make up nearly 30 percent of all drug-related arrests, the majority of those being marijuana, despite accounting for only 12.5 percent of all substance users. Hundreds of thousands of Black Americans and people of color have been convicted of a marijuana-related offense, many being as minor as one gram or less, with a consequence of decades or more in prison. 

Now that marijuana is legal, it’s critical to create spaces for those disproportionately impacted by the War on Drugs to have an opportunity to participate in and capitalize in the legal, financially booming cannabis industry. As a Black queer woman, this is especially important to me. I want to make sure that my people, many of which are denied opportunities for being who they are, are provided equitable access to entrepreneurial, supply chain, plant, and non-plant touching opportunities within cannabis. 

Under your leadership, how is Curaleaf’s Rooted in Good helping to increase equity and opportunities in cannabis for women through partnerships like Women Grow? 

From our initiative to work with 420 diverse brands and product suppliers by 2025, to our internal culture and workforce efforts, to re-aligning our manufacturing practices to increase sustainability, Curaleaf is Rooted in Good (RIG). Most recently, and in celebration of Women’s History Month, Curaleaf’s CSR division, Rooted in Good announced a partnership with Women Grow which will focus on supplier diversity and education for women across the cannabis ecosystem. Through this partnership, we will connect with women, BIPOC, Veterans, and LGBTQ-owned business owners and build with these cannabis leaders across the 23 active legal states that we operate in.

In addition to women, how does Rooted in Good provide equitable opportunities for other marginalized groups, including African Americans, People of Color, the LGBTQ community, etc.? 

 Curaleaf aims to create a diverse and vibrant cannabis industry, reflective of all people, everywhere. After all, cannabis is something that connects across age groups, ethnicities, cultures, and geographic locations. Through strategic partnerships, we will use our retail platform to elevate the brands of underrepresented ownership and origin. Our aim is to help amplify and empower diverse voices — building connections that will expand footprints far beyond the bounds of a single market.

Our industry-recognized Executive Roundtable provides mentorship, education, networking opportunities, and entrepreneurial support for individuals in areas disproportionately and traditionally impacted by the War on Drugs. Our vision is to provide the chance for a few committed individuals each year to immerse in a full-time, 1-year curated mentoring program.

Curaleaf takes our commitment to serve our communities beyond cannabis. As food insecurity affects every corner of the country, our Feed the Block initiative helps us feed our neighbors in need in communities where Curaleaf operates.

Curaleaf recently won the Minorities for Medical Marijuana’s Diversity & Inclusion Award and Cannabis Doing Good’s Good Neighbor Award for its work to advance diversity and inclusion in cannabis. 

As a Black, queer woman, how does it resonate being in a position to pave pathways in cannabis that can sustain careers and change lives?

Outside of what’s owed to these communities, cannabis equity is definitely personal for me. Members of LGBTQ were some of the first public cannabis activists on the frontlines fighting for cannabis legalization. Many Black people and people of color had their lives shaken up and were thrown into prison or charged criminally because of marijuana. Now, the perspective on marijuana is changing. People are understanding its benefits and legalization is becoming more common and widespread. 

With that, people are making a comfortable living off of cannabis and it’s important that those who help to build the industry are given a fair shot within it. Be it, entrepreneurship, supply chain, and retail ownership opportunities, or other business opportunities that help change the trajectory of their lives, for the better. 

Khadijah Bio 

Khadijah Tribble is a highly respected expert on equity and inclusion in the cannabis industry and has advised cannabis investors, government regulators, entrepreneurs, and businesses on policy, business development, and community impact. Before joining Curaleaf, Ms. Tribble founded Marijuana Matters (M2), a cannabis education and advocacy incubator, and is also the founder of the Marijuana Policy Trust (MPT), a think tank providing expertise toward building an inclusive and diverse cannabis industry. Prior to MPT, she was Chief Executive of Ground Game, LLC, a consultancy focused on health technologies, and was a co-founder and director of business operations for United Medical Center’s Rose Clinic. Ms. Tribble holds a master’s degree from Harvard University’s John F. Kennedy School of Government.

 

Get to Know Octane’s Leading Lady: Sheila McGee

It’s Women’s History Month and here at Octane, we understand and appreciate the fierce power and contributions of our women. Our team is made up of mostly women, and we wanted to recognize this awareness month by highlighting our top lady, Sheila McGee. 

Sheila is the Co-Owner and Chief Operating Officer at Octane. With 20 years of experience in marketing, public relations, advertising and publishing, crisis communications, and special event planning, Sheila is a respected veteran professional in the communications industry. We asked Sheila a few questions about her career journey so far, from early years to favorite points in time, challenges, and everything in between. 

 

How did you get your start in the communications industry?

I first discovered my love for communications as an undergraduate student at the University of California Santa Barbara. I was a driven communications major determined to do whatever it took to insert myself into the industry! After graduation, I took every single communications job I could get, until I finally landed my dream job on Madison Avenue in New York City. 

I was working for one of the largest African American-owned Public Relations firms in the U.S., where I led a team for our client Glaxo Wellcome, now known as GlaxoSmithKline. We led a 10-city national tour to promote their new HIV medication, with participation from gospel icons, Yolanda Adams, Fred Hammond, and more.  

 During the tour, I hired Everett Hamilton as our event designer. That blossomed into Everett and I having the idea to join forces and create our own company, which I named Octane! That was 21 years ago. 

Today, Octane has established itself in the Washington DC area as a leading agency that is known and appreciated by our community. Our team provides innovative media, digital and social marketing campaigns that communicate important issues across a variety of industries. 

 

As co-owner and COO of the only Black, woman, and LGBTQ-owned agency in the District, you define “boss lady!”  What is your favorite part of your role? Where does your true passion lie? 

My favorite part of my job at Octane is watching the growth and development of our staff! I love watching them unlock creative concepts and seeing those come alive as award-winning campaigns for our clients. This fuels my 20+ year passion and intrigue for creative communications. You can come up with an idea out of thin air and develop it into something tangible and real, touching millions. That is still so phenomenal to me!

 

What has your experience been like as a woman in the workplace?

 Gratefully, I have been embraced as an African American woman in this industry. By joining the Public Relations Society of America (PRSA) early on in my career, I had the opportunity to connect with other supportive women in the PR industry. Some of those same women are still mentors and friends to this day.  Having access to that level of support has been priceless and has aided in my development as an executive at Octane.

Of course, I have had more than my fair share of rejections. Too many to count if you ask me. You can’t be in business for almost 21 years and think that everyone is going to like you personally or accept your glowing proposal, no matter how much work went into putting it together or how much experience you have on a particular subject matter. 

My attitude has always been to keep moving forward. I have found that the key to Octane’s success story has been in the way that we have taken on our lumps and bumps, but have never stopped working to sharpen our skills and what we know we do well. 

 

What is your proudest career moment? 

 I am extremely proud of

every award Octane has won, but there is nothing like the first one. Our team’s work to educate the community on preventative measures and safety around HIV/AIDS, Hepatitis, STD, and TB Administration for our HAHSTA client was phenomenal! Being located in the District of Columbia, this especially hits home. The District had the highest HIV/AIDS rate in the nation up until 2014, and even now D.C. residents are nearly 8 times more likely than other Americans to receive an HIV diagnosis in their lifetime. That said, being able to do our part and educate our D.C. community on prevention, safety, and care opportunities is tremendously rewarding.

Another very proud moment was our 2017 Emmy Award nomination for the TV commercial: “Think About Prep,” which also was for a HAHSTA campaign.

 

What’s your advice for young women that desire to achieve success in the communications industry, and/or have ownership in a business, like yourself?

 When Everett and I started this business, we did the so-called “grunt work”. From pasting labels on programs, to carrying boxes and loading trucks, we did whatever it took to get the job done. As a Chief Executive, I have done account work for several of our clients, helped develop early campaign slogans, all the while trying to learn how to read a profit and loss statement and interpret a cash flow chart. 

I think anyone that is serious about achieving success in the industry, especially those that want to go into business for themselves, has to be okay with getting their hands good and dirty. It takes hard work, but if you love what you do and you’re determined, you’ll be okay with that. 

More importantly for entrepreneurs, you need a good tax accountant!

 

Bio

Sheila McGee is a veteran communicator with more than 20 years of experience in marketing, public relations, advertising and publishing, crisis communications, and special event planning. As one of two founders of Octane and COO, Sheila drives Octane’s operations and human resources, leveraging her expertise to map our strategy with the right assets: systems and tools, and people, including their experience, engagement, and development. Sheila also uses her understanding of the relationship between customer satisfaction and contract stewardship to define company practices. Simply, she leads execution excellence and delivery efficiency, ensuring Octane is a client-focused firm.

Before co-building Octane, Sheila led an eight-member team in producing the GlaxoWellcome (currently GlaxoSmithKline) African American grassroots market expansion campaign. As marketing manager for the City of Richmond Department of Health, she led the development of the department’s Rock Richmond Health and Wellness campaign.

Sheila holds a Master’s Degree in Education from Strayer University and a Bachelor of Arts in Journalism from the University of California, Santa Barbara. She is an active member of the Public Relations Society of America and the National Association of Black Journalists.