Rooted in sunshine, Blooming Nationally: A Conversation with Steph Frohock, VP of Marketing at The Flowery
Coming from a family with a green thumb but choosing to pluck an even thornier thorn, cannabis marketing, Steph Frohock, the Vice President of Marketing at The Flowery, plots a steady course. With a career spanning over a decade in brand-building, she brings a wealth of experience across finance, marketing, and operations. Combining her passion for growth and her expertise in strategy, Frohock has helped The Flowery carve out a niche in the competitive cannabis industry.
Frohock’s journey to cannabis marketing began in the alcohol industry, where she developed a strong foundation in brand-building and customer engagement. Her transition into cannabis was driven by her entrepreneurial spirit and the opportunity to be part of an industry poised for massive growth. "I grew up in a family business, so the transition to cannabis felt natural," Frohock reflects. "The opportunity to work with people who share a vision for change in this space has been incredibly rewarding."
At The Flowery, Frohock oversees all aspects of marketing, delving into such diverse arenas as experiential marketing, like physician outreach and events, to facets of digital marketing including website, email, loyalty programs, and ads. Since joining the company, she has been instrumental in developing and executing creative campaigns that have helped The Flowery thrive in a highly regulated market. Cannabis marketing, in particular, poses unique challenges, particularly due to restrictions on advertising. However, Frohock and her team have found ways to circumvent these obstacles by leveraging word-of-mouth referrals, partnering with medical professionals, and using innovative methods like offering coupons, which have proven highly effective in increasing customer engagement.
The cannabis landscape is unique not only because of its regulatory environment but also due to the market’s evolving nature. Frohock has seen firsthand the differences between Florida’s medical market and New York’s newly launched recreational market. In New York, there is more freedom for marketing initiatives such as billboards and event hosting, which are restricted in Florida’s more conservative cannabis space. The shift has allowed The Flowery to experiment with new strategies, including the launch of a customer loyalty program, which has been met with strong success. With this shift in focus, Frohock sees the New York market as a place where The Flowery can expand its brand and reach a broader audience.
As a woman in a male-dominated industry, Frohock has also experienced the unique opportunity to be part of a growing movement that is increasingly supportive of female leaders. “I’ve seen women in leadership roles here at The Flowery, and it’s inspiring to see how the company creates opportunities for all individuals to succeed,” Frohock says. “It’s not about gender; it’s about the dedication and hard work you put in. We’re passionate about giving everyone the chance to rise through the ranks.”
Citing the gift of an incredible mentor early in her career who inspired her to empower others, Frohock shares her true vocation for supporting women professionally. Noting that many of The Flowery’s current female managers “began their careers with little prior experience or formal education,” she praises how their “natural strengths, dedication, and commitment to personal and professional growth have enabled them to excel” at the company.
Frohock’s personal connection to cannabis also informs her leadership approach. What started as a shift from wine to weed sparked her interest in the medicinal qualities of cannabis. The product’s ability to change lives and offer relief to those in need resonates deeply with her, as she sees the industry’s potential to make a profound impact on society. “Cannabis is not just a product—it’s a transformative experience,” Frohock adds. “I’ve seen so many people’s lives improve, whether through medical cannabis or simply for recreational use, and that makes all the hard work worth it.”
Looking ahead, Frohock is optimistic about The Flowery’s future. The company is expanding rapidly in Florida and New York, with plans to open more stores and explore new sales avenues such as live-stream selling. With the cannabis industry continuing to evolve and mature, Frohock is excited to see where it leads. “The opportunities are endless, and we’re just getting started,” she says. “As a company, we’re committed to growing alongside the industry and continuing to push the boundaries of what’s possible.”
Under Frohock’s leadership, The Flowery is well-positioned for continued success. Through her creative marketing strategies, passion for the product, and dedication to growth, she’s helping shape the future of cannabis retail and customer experience.
Steph appears in Honeysuckle's current print edition. Get your copy today!
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