Puff. (&Stuff)
Joey DeStefano’s journey from a young entrepreneur & musician to Chief Commercial Officer at Puff Brands is an inspiring tale of innovation, passion, and perseverance.
DeStefano’s first foray into sales was anything but typical. When young DeStefano wanted a bicycle, his parents told him he’d have to work for the money. They imagined a lemonade stand, but DeStefano had other ideas.
Rather than setting up the usual lemonade stand, he went to the home of his affluent neighbor, who happened to be a member of the Genovese crime family, and asked if he could sell the rocks from the man’s raised flower bed. The mafioso agreed, and DeStefano spent the day collecting crushed marble and polished stones from the flower bed and selling it on the corner of Union Avenue. This first entrepreneurial venture earned him a cool $250—far more than he expected and more than his parents had imagined. But the success of his first sale laid the foundation for a future in business – and a sweet MotoCyke.
A Passion for Cannabis
Although DeStefano had been using cannabis since his teenage years, he never initially intended to enter the cannabis industry. After graduating college, he explored a career in music, working as a touring musician. However, the demands of touring soon became overwhelming, and DeStefano realized his true passion was cannabis. He made the transition to the retail side of the industry, managing a smoke shop in Boca Raton.
His deep understanding of cannabis, strategic planning, and a natural ability to connect with customers allowed him to grow the business significantly. So successful was his work that the owner expanded to five more shops. DeStefano was also able to open an online glass shop specifically for dabbing tools called Dab-Hub.com. DeStefano’s reputation as a results-driven professional quickly spread, and he made the logical next move: distribution.
Success in Distribution
DeStefano joined Greenlane, a leading distribution company in the cannabis space, where his performance quickly made an impact. Within just three months, he was the company’s top sales performer. This achievement caught the attention of senior leadership, and DeStefano was asked to help train others. Using his proprietary ‘Planets, Moons, and Stars’ selling technique – he was able to help incoming sales reps achieve jaw-dropping results.
He applied his unique approach to training by codifying his knowledge into manuals and creating engaging, effective role-play scenarios for the team. DeStefano’s approach to teaching involved simplifying complex concepts, much like the decision-making systems in video games like Fallout New Vegas or Skyrim. His ability to break down information and share it effectively led to the creation of systems that helped others succeed in sales. Sales is all about the conversation; it has to have a flow and a succinct purpose.
Switch to Nic & The Dynamic Duo!
After Greenlane’s IPO, DeStefano transitioned to canna-consulting. In this new role, he used his expertise to guide other cannabis companies in areas such as go-to-market strategies, product development, and marketing campaigns. His success in this field was built on a philosophy of clear communication and always assuming that the person he was teaching had no prior knowledge of the topic. He would break down complex concepts into their simplest form before building upon them. Although he had a passion for cannabis, DeStefano wanted to go in a different direction and use his talents in a category that he was familiar with from his time at Greenlane, specifically nicotine vapes.
In 2022, DeStefano joined Puff Brands as Chief Commercial Officer to help manage the business alongside the visionary Walker Wilkerson. Walker is a seasoned nicotine industry professional with a knowledge base and impeccable track record. The pairing of Wilkerson & DeStefano has been instrumental to the success of the Puff Brands. Both are intimately involved in the development and success of all Puff Brands products, including the Hotbox Vaporizers and NYKD Pouches. Along with their team of seasoned sales professionals, they are continuing to elevate and innovate in the nicotine industry.
The Secret Sauce
Despite his accomplishments, DeStefano remains grounded and approachable. He is known for his quick response times to emails, his willingness to explain ideas and his openness to new suggestions. This humility is rooted in his personal faith; in his spare time, he serves as a pastor at a non-denominational Christian church. He’s known to divert attention from himself and give “All glory to God.”
DeStefano credits his success to his belief that his talents are gifts from God. He views every challenge as an opportunity to grow, and his ability to recognize patterns and connect with people has been crucial in his career. His background, which includes listening to seasoned professionals during family gatherings and observing patterns in the business world, has helped him thrive in the fast-paced and ever-changing cannabis industry.
A Bright Future
Today, DeStefano continues to navigate the nicotine industry with an unwavering passion for innovation. His journey from a young entrepreneur selling rocks on street corners to the Chief Commercial Officer at Puff Brands is a testament to his determination, ability to adapt, and drive to succeed.
To learn more about Puff Brands, click HERE.
