When Kristi Ryder stepped into her first dispensary job, she didn’t smoke weed, didn’t know an eighth from a gram, and definitely didn’t see it as a long-term career. Fifteen years later, she’s leading sales and field strategy at PAX, one of cannabis’ most iconic and innovative brands.

In this episode, Jake and Duffy sit down with Kristi to talk about her journey from behind the bud bar to the forefront of brand-building. They dig into how PAX carved out a premium position in a crowded vape category, why most cannabis branding starts from the wrong end, and how field marketing and community activations can unlock real customer loyalty. Kristi also shares her vision for the future of dispensary retail—from destigmatized experiences to the power of merchandising and education that actually resonates.

If you're thinking about what great sales, smart retail, and real consumer connection look like in cannabis, this episode’s a must-listen.

Topics Covered:

• Why true cannabis brands start with consumer insight, not excess inventory
• How PAX used tech and taste to rewrite the vape playbook
• Lessons from hospitality that still shape Kristi’s sales strategy
• The power of personalization: inside PAX’s custom engraver magic
• What dispensaries can learn from wine shops and chip aisles
• Why THC percentages are overrated—and what matters more
• How Kristi’s marketing budgets beat price wars every time

About Our Guest:
Kristi Ryder is Head of Sales at PAX and a 15-year veteran of the cannabis industry. She began her career on the dispensary floor during Colorado’s early medical era and went on to pioneer live resin cartridges, launch flagship retail experiences, and scale national sales programs. Kristi blends deep operational knowledge with a passion for education, hospitality, and brand-building in one of the most complex categories in CPG.

Links & References:

• PAX
• SparkPlug