Today we’d like to introduce you to Caroline Simon.
Hi Caroline, thanks for joining us today. We’d love for you to start by introducing yourself.
Originally from South Carolina, I grew up around my father’s business, Signet Mills. Being part of that environment taught me from an early age what it means to run a company with heart, honesty, and strong ethics. For four years, I worked alongside my family and our team, learning that true business success isn’t just about numbers. It’s about people, principles, and the promises you keep.
After graduating high school, I moved to Charleston, South Carolina to pursue a degree in marketing at the College of Charleston, where I also completed a business and marketing communications internship with the School of Business. I have always been eager to learn and gain perspective, so I took on roles that allowed me to connect with people from all walks of life. I worked retail at Urban Outfitters and later as a Client Advisor at Louis Vuitton. Those experiences taught me how brand experience, storytelling, and customer care all work together. People can feel authenticity. They know when you genuinely care.
During my senior year, I studied abroad in Ghana, and that trip completely changed my perspective. It grounded me in a way I did not expect. It showed me the beauty of connection, empathy, and purpose, and the idea that you can use business and communication to make the world just a little bit better. That experience sparked something deep in me. I knew I wanted to do good in the spaces I entered, whatever industry I found myself in.
After graduating, I made the move to Denver to pursue my Master’s in Marketing at the University of Denver. It was a huge leap leaving my home state, starting fresh, and diving into a program that challenged and inspired me from day one. As a Graduate Assistant with the Undergraduate Career Services team, I collaborated closely with the department to expand student outreach. I held appointment hours, revised application materials, and provided tailored guidance during one-on-one consultations to help students feel more confident in their career paths. I also created promotional materials and captured social media content to increase engagement around events and resources. Seeing students grow more confident in themselves reminded me how much I love helping people recognize their potential and bring their ideas to life.
During that time, I leaned into exploration both personally and professionally. I spent time in Amsterdam, immersing myself in a culture that blends creativity, community, and progressiveness. There is something special about sitting in a coffeeshop and realizing how big and different the world really is, and how connected we all are through the conversations we have and the curiosity we share.
Not long after, I went down to Austin for South by Southwest. I wanted to be in a space filled with industry energy, where branding, technology, business, and creative storytelling all collided. I sat in on panels that truly blew my mind, conversations about marketing, leadership, psychedelics, wellness, and so much more. For the first time, I found myself surrounded by people challenging the norm and building brands that were not afraid to touch topics others labeled as taboo. It felt needed. It felt aligned. As someone who has always been an advocate for misunderstood industries, especially cannabis, that experience meant everything to me.
During my time at DU, I connected with past graduate, Cam Rizai, now Head of Sales and Business Development at PufCreativ, a full-service digital marketing agency specializing in cannabis, psychedelics, and alternative wellness. They were looking for a Business Development Intern, and joining the team felt like a natural next step. I have always believed in the power of plant medicine, and in the ability of this industry to create positive change when approached responsibly.
After my internship, I stepped into a full-time role as a Sales and Business Development Associate. I manage my own pipeline, lead sales conversations, support proposal development, and work closely with our Head of Sales and CEO on strategy and internal operations. I’ve been incredibly intentional about learning cannabis marketing from the inside out, understanding not just how to sell services, but how our campaigns translate into measurable growth and long-term partnerships. I’ve also had the opportunity to help refine internal processes and train our newest Business Development Intern, which has strengthened my confidence as a leader.
With a desire to immerse myself in cannabis not only nationally but internationally, I will be joining our team this April at the International Cannabis Business Conference in Berlin alongside our Head of Sales and CEO. Opportunities like this reinforce that this industry is not just growing, it is evolving, and it needs thoughtful, ethical leaders to help shape it responsibly. I am incredibly grateful for the chance to gain a new global perspective and deepen the way I show up in sales and business development. My goal is to become more strategic and intentional in how I represent our brand while continuing to learn the nuances of cannabis marketing across different markets.
When I look back, each chapter connects. Growing up in a family business taught me integrity. Retail taught me experience and emotional intelligence. Ghana deepened my sense of purpose. Graduate school strengthened my strategy and confidence. SXSW gave me clarity about the industries I wanted to support. And PufCreativ continues to challenge me to grow.
To me, marketing is not just about business. It is about people and the stories we tell. It is about showing up consistently, building trust, and creating space for conversations that matter. I am proud to be building my career in cannabis and psychedelic marketing, and I plan to continue advocating for these industries while growing into leadership. One day, I hope to be the one speaking on a stage like SXSW, encouraging others to follow the path that feels aligned to them.
Every step has shaped how I see business, leadership, and impact. And I truly believe this is just the beginning.
We all face challenges, but looking back would you describe it as a relatively smooth road?
One of my biggest challenges has been staying true to myself and my path, especially while working in an industry that is often misunderstood. I have always been open about my belief in cannabis and its benefits, but that openness can come with judgment or assumptions from people who only see the surface. For me, it has never been about something recreational or surface-level. It is about being part of a movement that is reshaping how people think about wellness, creativity, and connection.
There have absolutely been moments where choosing a more traditional path would have felt easier or more comfortable. When you step into an evolving industry, you also step into uncertainty. Not everyone understands it, and not everyone supports it. I have had to develop a thicker skin and learn how to stand confidently in what I believe, even when it requires explaining myself.
At the same time, I have learned that meaningful work rarely follows a straight line. Success in this space is not instant. It requires patience, education, and long-term vision. I have had to remind myself that this is a marathon, not a sprint. Staying grounded and focused on why I chose this path in the first place has helped me navigate the doubts and outside noise.
Looking back, those challenges have strengthened my confidence and clarified my purpose. They have made the journey feel more intentional and far more rewarding.
Thanks – so what else should our readers know about PufCreativ?
PufCreativ is a full-service digital marketing agency that has been operating in the cannabis space for nine years this March. We truly do everything, and we do it with excellence. Branding, logo design, packaging, website design and development, SEO, high-risk advertising, social media, PR, loyalty programs, and full-scale strategy. Over the last nine years, we have helped cannabis brands grow in brand awareness, customer acquisition, and customer retention. We focus on giving our clients that “it” factor. Not just helping them get their name out there, but building a strong and intentional brand foundation while also implementing revenue-generating strategies that actually drive growth.
We are in this for the industry, and we always have been. That belief shows up in the work we put out every single day. We are not just here to make brands look cool, even though we absolutely do that. We are here to give them purpose, direction, and real impact.
What sets PufCreativ apart is our all-encompassing, full-service approach. Many agencies specialize in one area, but we are built differently. We have experts across every discipline of marketing who collaborate and overlap in a way that makes our strategies cohesive and powerful. When all of our departments work together, that is when things truly come to life. Every scope is custom. Every client relationship is genuine.
Our biggest differentiator is not just what we do. It is who we are. Everyone on our team lives and breathes the culture we market. We are our own target audience. We have our ear to the ground, and we know what feels authentic and what actually connects. We are cool ass people doing meaningful work. And more importantly, we care. Every person on this team has drive, purpose, and a deep respect for the plant and the community it represents.
We are passionate about growing the cannabis and psychedelic industries the right way, ethically, responsibly, and creatively. This space is not easy. At times, it feels like a battle. There is noise everywhere. The challenge is not just being loud. It is breaking through in a way that actually matters. That is where we come in. Our focus is purpose. Our goal is to help brands win, not just for themselves, but for the movement we are all part of.
Since joining PufCreativ, I have learned that good marketing is not about trying too hard to sell something. It is about being real, showing up how you say you will, and staying consistent. The brands people connect with are the ones that prove who they are over time instead of relying on big promises. I have also learned how important it is to meet people exactly where they are. People want to feel understood before they are ready to buy into anything. It is not about pushing an idea. It is about understanding what someone truly needs and creating something that genuinely solves that.
Is there anyone you’d like to thank or give credit to?
There are a few people who come to mind right away when I think about who deserves credit for where I am today. The first is my dad. His guidance, support, and example have shaped me more than he probably realizes. Watching him run his company, Signet Mills, for now 30 years has been one of the greatest lessons in leadership I could ever ask for. What has always stood out to me most is the way he shows up every single day with heart. He leads with empathy, honesty, and drive. Growing up around that taught me what it truly means to build something with purpose. The kind of leader and person he is has deeply influenced how I show up in my work and in life.
I also owe so much to my team at PufCreativ. From the beginning, they made me feel like I was part of something special, not just an intern or employee at an agency. In my very first week, a group of us who live in Colorado went up to Eldora for a ski day. I remember thinking, “Wow, this is different… and I love it.” Being welcomed into a team that works hard, has fun, and genuinely enjoys being around each other set the tone for everything that followed. It showed me immediately that this is a group of people who truly care about culture, connection, and living the values we talk about.
Cam Rizai, our Head of Sales and Business Development, was the first person I met at Puf, and he is someone I genuinely see myself becoming in the years to come. He is sharp, proactive, and incredibly good at what he does. I am so grateful to him for showing me the ropes and continuing to support me in any way he can. Having someone like Cam in my corner, especially early on, has meant so much for my confidence and growth in this space.
John Shute, our CEO and Co-founder, pushes me in the best way. He constantly encourages me to stretch a little further and trust my voice. He has shaped how I see the cannabis industry and what it means to do this work with intention and long-term vision. John often talks about his BRAVE framework: Brave, Realistic, Agile, Valuable, and Efficient. It has truly stuck with me. He lives by it in his work, and I have started applying it not only in what I do at Puf, but in my mindset overall. Brave reminds me to lean into who I am and not shy away from bold ideas. Realistic keeps me grounded in what will actually make an impact. Agile teaches resilience in a constantly evolving industry. Valuable reminds me that trust and substance matter more than noise. Efficient pushes me to think about sustainability and long-term growth instead of quick wins.
When I think about myself ten years from now, I see a version of myself that reflects what John represents in this industry. A catalyst. Someone who advocates for this space, speaks on panels, and helps shape conversations that matter, like the people I once watched on stage at SXSW. I admire the way he shows up every single day, not just for our team, but for his wife and two children. He is proof that you can care deeply about your work and just as deeply about your life outside of it.
I feel incredibly lucky that my life has been shaped by people who lead with heart. From my dad at home to my mentors and teammates at Puf, they have all played a major role in the person I am becoming. And I do not take that lightly.
Contact Info:
- Website: https://pufcreativ.com/
- Instagram: https://www.instagram.com/carolinessimon/
- LinkedIn: https://www.linkedin.com/in/carolinesimon6/
- Other: https://pufcreativ.com/get-started/
Image Credits
PufCreativ
