Today we’d like to introduce you to Robin Pate.
Robin, let’s start with your story. We’d love to hear how you got started and how the journey has been so far.
I joined the company full time in May 2020. Before joining the GPR team, I served as COO for a national public-private partnership where I worked closely with federal, state, and industry partners to lead innovative advanced materials research. Hemp is an advanced bioderived material with a number of environmental and economic benefits to consumers. The ability to show off this hard-working material in a way that allows people to think differently about circular economy and manufacturing processes and the benefits for people and the earth is exciting. Before my time at the public-private partnership, I worked in media for 15 years at major cable brands, including HGTV and CNN. In each of the roles I previously held, the building phase was my favorite. Whether it was developing a brand, building a team, or expanding an industry, my passion lies in growing companies and the people who drive them.
We’re always bombarded by how great it is to pursue your passion, etc – but we’ve spoken with enough people to know that it’s not always easy. Overall, would you say things have been easy for you?
Nothing is ever as smooth as you hope it will be. Consumer demands change, and businesses need to adapt at the pace of the consumer. It’s a bigger challenge to manage in larger organizations. The ability to tell the success stories for the company, quickly adapt, and of course, ask for help from the experts are all critical factors to navigating the uncharted elements of a successful journey. Struggles along the way included significant changes in media consumption patterns and working with other media executives to evolve business models to successfully recapture audience attention on digital platforms and maintain advertiser spend. Moving from the media world to the research and development world was a struggle to go from a business I knew very well at all levels to an industry I was charged with communicating about but didn’t have the subject matter expertise as I did in previous roles. Forging strong relationships with coworkers like our CTO helped me tremendously to navigate and build messages.
Please tell us more about your work, what you are currently focused on and most proud of.
Green Point Research is a vertically integrated biotechnology company focused on phytocannabinoid-rich biomass origination. We manage all aspects of hemp production from seed to sale. Our company is best known for its quality product and superior genetics. As chief marketing officer, I’m charged with building the brand, expanding distribution, and working with the team to scale the business.
So, what’s next? Any big plans?
In the first 90 days, I’ll be focused on the people and the processes to gain a full understanding of the current landscape, audience, and customer-wise to provide sound strategic planning for the business scale up needed in 2020 and beyond. The hemp industry is changing quickly, so every change, whether it’s policy, advertising, or consumer-driven, can create big adaptations needed for the business. Anticipating and serving the demands of farmers and consumers in advance of major changes will help us achieve our goals.
Contact Info:
- Website: https://greenpointresearch.com
- Phone: 954-500-HEMP
- Email: [email protected]
- Instagram: https://www.instagram.com/greenpointresearch/?hl=en
- Facebook: https://www.facebook.com/greenpointresearch/
- Twitter: https://twitter.com/GreenPointRsrch
- Other: https://www.linkedin.com/company/green-point-research/
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