Coworking with Chantelle Elsner

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Chantelle Elsner is Northeast president at TerrAscend, a vertically integrated cannabis operator doing business in California, Maryland, Michigan, New Jersey, and Pennsylvania.

How would you describe your job to someone who doesn’t work in retail? I tried to answer this question with some kind of witty metaphor, but they all felt a little self-indulgent. The fact is there are incredible people dedicated to making sure the end consumer has access to the things they need and want. I find the best of those people, encourage them to work together, and support their intrinsic desire to create an amazing experience. My job is often referred to as “seed-to-sale” in that I am responsible for that experience from its inception point, at our grow facilities, to the final transaction. “Seed-to-sale” may need to be retired, however. We are striving to work beyond the transaction to truly cultivate relationships with our customers and communities that transcend the simple exchange.

One thing we can’t guess about your job from your LinkedIn profile? There is no way for a LinkedIn profile to reflect how magical team synergy can be. I bridge worlds between our C-suite and our front line and have helped orchestrate a world-class team of cannabis professionals to do the same. A profile might show the faces and bios of the people at TerrAscend, but it can’t possibly capture the excitement of an incredible idea being brought to fruition or how people from varied backgrounds come together to support each other. I can’t take credit for their successes, but I wish my profile could reflect the pride I feel in our team.

What’s your favorite project you’ve worked on? I struggled between two choices and ultimately realized that both answers were part of a larger category. I had significant design input for our Apothecarium store in Maplewood, New Jersey, and had a blast doing it. It was such a creative process, and one I knew I would get to see become successful if we did it right. I also drove strategy for the transition from medical to adult use in New Jersey and Maryland, another project that required elements of design. Whether I’m helping our team design buildings or processes, team structures or trade partnerships, design becoming manifest lands at the top of my “favorites” list.

Which emerging retail trend are you most excited about right now, and why? I have been outspoken about my desire to see retail, and business generally, become more inclusive. Where I see inclusivity take the biggest leap forward is in hyper-personalized retail experiences. If we are focused on creating the most memorable experience for each individual customer we encounter and we treat each customer to a unique retail moment, TerrAscend is committed to enshrining diversity as a keystone for successful business interactions while building quality relationships in every community.

What’s your go-to coffee order? I love coffee so much! Recently, one of my best friends gifted me a bag of Philz Coffee, the Philtered Soul blend, and it instantly became a favorite.

Worst piece of advice you’ve received? Let’s start with the best piece of advice I ever received, something that guides me to this day: “When someone asks you what you want, have a strong and confident answer.” Whether in a personal or professional setting, this mindset has shaped so many choices in my life. It’s part gut instinct and part getting clear on what I truly want—writing it down and making it happen. The worst is “pressure makes diamonds.” It’s a sentiment I’ve heard echoed many times and in various iterations. The belief that somehow people will work harder and faster and better when put under intense strain and scrutiny is a relic of past generations. I believe that high expectations are essential for good results, and I know the value of constructive feedback. But I also know how it feels to be able to create and work and succeed for TerrAscend because I am trusted, and my creativity is nurtured.

What was your favorite retail product when you were 15, and what’s your favorite retail product now? In complete honesty, it was a pair of JNCO jeans—you heard that right, those impossibly wide-leg jeans that were all the rage in the late ’90s. I had to beg my dad to buy them for me, which took some serious convincing (and a lot of chores) since they were a hefty $60. But to my teenage self, they were worth every penny—they were a statement piece and a vibe. Today, my favorite retail products are anything I buy for my family—currently, skin care for my daughter and whichever sneaker-of-the-moment my son asks for. In the cannabis space, well, I can’t say too much now, but TerrAscend’s growers are working on some incredible strains that I think will be among the best the industry has to offer. Our Kind Tree, Valhalla, and Legend brands will showcase these innovations and I’m excited to share them with our customers. I only hope they think our products are as cool as I felt in my JNCO jeans.