Shryne Group, a vertically-integrated cannabis holding company with an asset and license portfolio covering the breadth of California, announced today the hiring of veteran marketing executive Elisabeth Baron as its chief marketing officer.

A seasoned executive with more than two decades of experience marketing some of the world’s top brands, Baron led marketing at Diageo and LVMH bolstering powerhouse brands such as Crown Royal, Johnnie Walker and Grand Marnier. While at LVMH, Baron led the Hennessy business in the US and delivered the most successful marketing and advertising campaign in the history of the brand. Most recently, Baron led marketing for Stillhouse Spirits and luxury cannabis flower brand, Canndescent, where she developed the brand’s first strategic marketing plan and led product development.

“Elisabeth has a proven track record of successfully designing culturally relevant and authentic marketing campaigns,” said Brian Mitchell, chief executive officer and co-founder of Shryne Group. “Authenticity is one of Shryne Group’s core values and we couldn’t be prouder to have Elisabeth running our marketing program.”

“Shryne Group is driven by an entrepreneurial spirit, connected to the cannabis culture and has a passion for social justice,” said Baron. “We have an opportunity to make a real impact on the cannabis industry and I’m looking forward to being a part of this team.”