In an industry long defined by potency and percentages, a quieter, but more powerful, shift is taking place. Cannabis is evolving beyond THC metrics and into something far more experiential. At the center of that transformation is aroma.
And at the center of that movement is Angela Pih.
True Terpenes has officially named Pih as its new chief marketing officer, marking a pivotal moment not only for the company, but for the broader cannabis ecosystem. Effective April 1, 2026, Pih steps into the role after playing a key part in shaping the company’s brand strategy and leading the launch of Headstash™, a groundbreaking platform designed to preserve and restore the most delicate aromatic compounds in cannabis.
Her appointment signals something deeper than a leadership transition—it reflects where the culture of cannabis is heading.
From Numbers to Nuance
For years, cannabis consumers were trained to think in numbers. THC percentage became shorthand for quality, often overshadowing the complexity of the plant itself. But as markets mature and consumers become more discerning, that narrative is starting to shift.
Flavor, aroma, and overall sensory experience are emerging as the new frontier.
True Terpenes has been at the forefront of this evolution, helping brands move beyond one-dimensional metrics toward a fuller expression of what cannabis can be. Headstash™, developed over five years of research and development, represents a major leap forward in that mission—offering brands a way to maintain authenticity and consistency from cultivation to consumption.
Pih helped bring that vision to life.
“Angela has been instrumental in translating our expertise into what really matters for cannabis brands,” said CEO Daniel Cook. “Her leadership on Headstash demonstrated not only a deep understanding of the science, but an ability to connect it to real-world brand building.”
The Power of Aroma
For Pih, the focus on aroma isn’t just technical, it’s cultural.
“Aroma is one of the most powerful and underutilized tools in building meaningful consumer experiences,” she said. “It’s how people connect with products, how they remember them, and ultimately how they build trust.”
That idea resonates far beyond cannabis. Across food, beverage, fragrance, and wellness, scent has always played a defining role in how consumers engage with products. What’s changing now is how intentionally that experience is being engineered—and scaled.
In cannabis, that shift is especially meaningful. Aroma carries identity. It reflects genetics, cultivation practices, and processing decisions. When preserved correctly, it tells a story.
When it’s lost, so is the connection.
A Global Moment for Cannabis Innovation
Pih steps into the CMO role at a time when True Terpenes is expanding its influence globally. The company currently supports products used in over $8 billion in consumer packaged goods annually and works with partners in more than 100 countries.
That reach speaks to a broader transformation happening across the industry.
Cannabis is no longer confined to local markets or niche audiences. It is becoming a global category—one that intersects with wellness, lifestyle, and mainstream consumer culture. And with that expansion comes a new set of expectations around quality, consistency, and brand experience.
For companies looking to scale, those expectations can be difficult to meet.
This is where Pih’s leadership becomes especially important. Her role will encompass global brand strategy, product marketing, communications, and go-to-market execution—all with a focus on helping partners translate complex science into accessible, compelling consumer experiences.
Where Culture Meets Science
One of the most interesting aspects of Pih’s appointment is how it reflects the convergence of two worlds that have historically operated separately: science and storytelling.
Cannabis has always been both. But only recently has the industry begun to fully embrace that duality.
As consumers become more educated and more intentional about what they’re buying, brands are being asked to deliver on both fronts, to provide products that are not only effective, but expressive.
Aroma sits at that intersection.
With Pih leading marketing efforts, True Terpenes is doubling down on its belief that sensory experience is not just a feature, but a foundation. It’s a perspective that aligns with a new generation of consumers, one that values authenticity, consistency, and connection over simple metrics.
The Future Is Sensory
As the cannabis industry continues to evolve, the companies that stand out will be those that understand this shift.
Potency may have defined the past. But experience will define the future.
Angela Pih’s appointment as chief marketing officer is a reflection of that reality, and a signal that True Terpenes intends to lead the way.
Because in a market that’s becoming increasingly crowded, the brands that win won’t just be the strongest.
They’ll be the most memorable.
