What cannabis could learn from tobacco marketing with Jim McCormick-President of Ignite International. Our guest this week joined the cannabis industry by way of the home to such legendary tobacco brands as Newport, Lucky Strike, Pall Mall and Camel. Jim McCormick spent 16 years in senior management roles with British American Tobacco (BAT) including 14 years overseas living in 7 different countries. During his tenure with BAT he successfully led market entry initiatives, driving global brand expansion and optimizing international supply chain operations. Now he has been appointed the President of Ignite International, the world's first super-premium cannabis lifestyle brand, currently for sale in dispensaries across California with their CBD products sold nationally online. The tobacco industry has started to make inroads by developing products including vape pens and incorporating cannabis and cbd oils into the mix. We speak about the comparisons that made his expertise at BAT the right fit for Ignite, as well as what cannabis could learn from tobacco marketing.