We’ve come a long way from the early days when retailers tried simply to keep up with demand and figure out compliance on the fly. Now, we’re building businesses that will last, which means investing in the people who keep those businesses running. That starts with ensuring team members, especially those from underrepresented communities, have opportunities to grow from entry-level roles into leadership.
I’m not talking about just checking a box. I mean building real, long-term career paths that turn today’s budtenders into tomorrow’s managers, buyers, trainers, and even owners.
From jobs to careers
There’s something powerful about seeing someone you work alongside move up the professional ladder. It creates a sense of possibility. You think, “If they did it, maybe I can too.” That’s why internal promotion needs to be a large part of the way retailers operate.
But giving someone a new title is only part of the picture. The larger goal is to create a culture in which people are supported, mentored, and genuinely set up to succeed.
We all know this industry can be challenging. The ups and downs, the price compression, the saturation. . . It can be a lot. But taking care of your team creates a kind of stability that helps weather the chaos. And that starts with building a team that feels valued and empowered to grow.
To that end, some businesses are working toward becoming employee-owned. The idea is simple: If owners and employees are building something great together, then the rewards should be shared. Creating wealth-building opportunities for your team, especially in a space where equity and justice are enduring parts of the conversation, feels like a natural extension of the industry’s values. What cannabis brand wouldn’t want to leave that kind of legacy? A business rooted in compassion, fairness, and a commitment to doing right by the people who made success possible sends a powerful message not only within the business community but also to values-attuned consumers.
Spotting and supporting talent
Here are a few other things businesses can do to build real career paths for their staff.
Spot potential early. Don’t wait for someone to ask for a promotion. Keep an eye out for team members who show up, take initiative, and care about the work. A great manager isn’t always the loudest voice in the room; sometimes they’re the one quietly leading by example.
Offer training before the title. Give team members a chance to learn what leadership entails before they’re officially handed a leadership role. That might mean shadowing a manager, helping with scheduling, or taking on small responsibilities to build confidence and experience.
Make growth paths clear. People want to know what’s possible. Be transparent about how to move up, what the expectations are, and how performance is measured. Regular check-ins and open conversations go a long way toward establishing clarity.
Prioritize equity. Be mindful about who is offered opportunities and whether everyone has a fair shot. Review job requirements to make sure they don’t unnecessarily exclude people with unrecognized potential.
Celebrate wins. When someone moves up the ladder, make a point to acknowledge the advancement — not just because the employee earned the new role, but also because recognition reminds everyone else on the team that progress is possible.
Why investing in people pays off
Developing talent from within is essential in an industry that’s still finding its footing. The more we invest in our teams, the stronger and more resilient our businesses become. And the stronger and more resilient we become, the better we look to regulators, legislators, investors, outside talent, and the public at large.
Beyond spreadsheets and strategy, there’s just something deeply rewarding about watching someone grow into a role they never imagined for themselves. That’s the kind of impact that sticks — and the kind of legacy our industry should be proud to create.
Career Growth in Cannabis Retail: FAQs
How can cannabis retailers create career growth opportunities?
By investing in mentorship, training, and clear advancement paths that help employees progress from entry-level roles to leadership.
Why is internal promotion important in cannabis retail?
Promoting from within creates stability, motivates staff, and reinforces equity while building resilient businesses.
What role does social equity play in career growth in cannabis retail?
Social equity ensures all employees have fair opportunities to advance, helping create inclusive and values-driven workplaces.
An avid consumer of and advocate for cannabis for more than twenty years, Brendan McKee is co-founder, chief financial officer, and chief operating officer at Silver Therapeutics, which operates dispensaries in Maine, Massachusetts, and Vermont. He entered the legal market with a vertical medical license in 2017 and transitioned to adult-use sales in 2019.
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