SAN FRANCISCO — David Dancer is a 48-year-old marketing executive who has worked for big brands like Charles Schwab and Teleflora. A year ago, he got a call from a recruiter for a different kind of company: MedMen, a cannabis retailer that has been called “the Apple Store of weed.” The opening was for a chief marketing officer. He took it.
One of Mr. Dancer’s early projects was a slick two-minute video by the director Spike Jonze that begins with an anecdote about George Washington as a hemp grower, a staple of dorm-room conversation. It concludes with a suburban couple coming home with a bright red bag of legally purchased pot, symbolizing “the new normal” — an ending that, like his own career twist, seemed improbable not long ago.