VCWoman Achieve 2025 Mentor Spotlight – Roxanne Dennant

Posted on January 30, 2025
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Name: Roxanne Dennant | Business/Profession: Senior Director of Brands & Strain Curation, Good Day Farm

Please share a little about your background, personally and/or professionally.

Raised by the ocean, with roots in both Oahu, Hawaii, and Virginia Beach, VA, my journey has been shaped by a love for the waves and a drive for impactful work. After earning my degree in Political Science and International Studies from Virginia Commonwealth University, I aspired to shape policy on Capitol Hill. While that path hasn’t come to fruition yet, my journey has led me to uncover a passion for branding and creating connections that influence communities.

My career began with Red Bull North America during my college years, where I discovered how a brand could inspire change and spark innovation. From there, I embarked on a diverse career path, moving to NYC and eventually Los Angeles, honing my expertise in branding across industries such as art, fashion, and consumer goods. I’ve had the privilege of working with brands like J. Brand, Joe’s Jeans, Tom Ford, and Alexander Wang, all of which prepared me for a bold leap into the cannabis industry.

Eight years ago, I recognized a unique opportunity in California’s medical cannabis space to reimagine branding in a nascent industry. I launched two of the first professionally designed cannabis brands in California, laying the foundation for a career that marries my branding expertise with my passion for the plant.

Today, I’m proud to serve as the Senior Director of Brands and Strain Curation at Good Day Farm in Little Rock, Arkansas. In this role, I’ve contributed to the creation and launch of over 120 genetics, 10 brands, and hundreds of new products, bringing innovation, creativity, and strategy to the forefront of a rapidly evolving industry.

Through this mentorship program, I’m excited to empower others, share my journey, and inspire women to embrace opportunities that challenge, excite, and transform their careers.

Please share more about your current position and place of work. How have you grown professionally/personally in this role?

In my role as Senior Director of Brands at Good Day Farm, I have the privilege of working across multiple departments, including cultivation, operations, brand, creative, new product development, sales, and marketing. I oversee all the brands in the portfolio from creation to executing launches, and continuing growth of the brands and products once they are in market.

One of the most significant areas of growth for me in this role has been honing strategies in our garden and crafting explosive marketing campaigns. When I joined Good Day Farm, I brought a passion for the plant and a strong understanding of cannabis strains and their unique attributes. However, I had not yet overseen the complete curation of a strain portfolio or planned the strategy for multiple cultivation site and how these changes would work into the overall brand strategies. This role allowed me to step into that challenge, and I now curate strain portfolios and garden strategies for multiple gardens.

This role has not only expanded my professional expertise immensely in the industry. It’s been incredibly fulfilling to see the tangible impact of my work, from successful product launches to the resonance of our brands with patients and consumers.

What drew you to being a mentor for an entrepreneurial group curated for non-men? How has being a woman or non-binary individual impacted your professional journey?

I was fortunate to have a woman mentor me early in my career, and it became the greatest catalyst for my professional growth. Her impact on my confidence as a woman in the workplace and on my success shaped how I navigate my career and view the importance of mentorship. That experience is what drew me to this program. The quote, “Empowered women empower other women,” may be a cliché, but it’s one I live by every day. If we as women want to see change, we have to be the change.

As I’ve grown in my career, I’ve realized how many women need mentorship to unlock the next stage of their journey. I want to be that catalyst—to help women find their voice and realize their potential to succeed with the same confidence as anyone else in business. Mentorship is about creating pathways, breaking barriers, and building a legacy of empowerment—and I’m honored to be part of that process.

What are three things you enjoy doing outside of work?

Being involved with community. I love being with people – family, friends, and meeting new people. I love bringing people together and making introductions. Spending time with my husband, our son and dog brings me so much happiness and joy.

Nature. Being outdoors. Soaking up the sun. Staring at the stars. Playing in the sand on the beach and in the trees of the forest.

Music. It’s everything. If I’m not with someone, you will find me with headphones in jamming out. If I am with someone and its an appropriate setting for music, I’ll be the first to pull up a playlist. It relaxes me, inspires me, makes me feel a wide array of emotions and meets my needs no matter where I’m at.

What is your go-to piece of advice for professionals, entrepreneurs, or anyone looking to you for guidance?

Never stop learning. Always enrich your education. Keep up with the times and the changes in technology. And treat EVERYONE with respect – treat the receptionist with the same level of respect you would the CEO. Because one day that receptionist will be the CEO and they won’t forget the way you empowered them to get there – by treating them with utmost respect and a sense of belief that they would make it one day too. Plus its good karma!

What is a professional achievement that you are most proud of, and why are you proud of it?

One of the achievements I’m most proud of is being recognized as a thought leader and one of the top women in cannabis by multiple publications and outlets. This recognition represents years of hard work, resilience, and dedication to establishing myself as a leader in the professional world. It’s incredibly rewarding to see my contributions to the industry acknowledged on a national scale, especially in such a transformative and competitive space like cannabis.

These accolades are more than just a personal milestone—they reflect the impact of my efforts to shape the industry, innovate through branding and product development, and pave the way for others, particularly women, to succeed. This recognition fuels my passion to keep pushing boundaries, driving change, and inspiring others to pursue their goals fearlessly.