The ongoing COVID-19 pandemic has certainly put a strain on many businesses, and while the cannabis industry has fared better than most after being deemed an essential business in many states’ shutdown orders, cannabis and hemp businesses are not immune to challenges stemming from the coronavirus crisis.

Ashley Grace, founding chief marketing officer (CMO) for Charlotte’s Web, says the recent rise in business, while positive, can create tension for cannabis and hemp brands.

“A lot of brands’ growth has been pretty phenomenal, so being able to fulfill the expectations of consumers that the brand has set is where I think most of the industry is focused right now,” Grace says. “Brands are really focused on delivering and making sure that they’re there for their consumers.”

Grace, who has worked on the “I’m Lovin’ It” campaign for McDonald’s and the “You’re Not You When You’re Hungry” commercials for Snickers, is no stranger to successful branding and marketing strategies. After finding relief in THC and CBD for pain management after suffering an accident in 1997, he helped to found the Charlotte’s Web brand in 2015—which has since become one of the most well-known CBD companies in the United States.