Picture this: It’s the early ‘90s, a time when the good herb was very much in the shadows—a subculture thriving behind closed doors. Wendy Campbell is a small-town girl from Ohio, eager to escape the confines of her upbringing, and finds herself in the culturally vibrant college town of Providence, Rhode Island. Fresh out of her comfort zone, she is introduced to something even more out of the ordinary: cannabis.
“In no time at all, my dorm room had been converted into somewhat of a consumption lounge,” Campbell said. “My distribution business was thriving as friends flocked to my dorm room to hang out, smoke, and walk away with their stash.” There’s a toilet paper roll stuffed with fabric softener sheets next to a roach on the nightstand. Ah, the nostalgia!
This isn’t just a story of youthful experimentation. For Campbell, her newfound sacrament quickly became more than a way to unwind. It was 1993, a time when the idea of an entire industry built around cannabis was as far-fetched as smartphones or social media. Yet, in those dorm rooms, the seeds of a lifelong relationship with the plant took root.
Post-college life brought the inevitable pull of corporate America. “I thought I would leave my green days and dorm room dealings behind,” Campbell continued. And she did, mostly. Campbell embarked on a successful career, earning her chops working in consumer packaged goods for industry giants like Shell Oil and Mattel Toys. She helped to launch cutting-edge technologies like the first PC priced at under $1,000. All the while, she kept her love for the plant a well-guarded secret, even hiding a mushroom tattoo that would’ve raised a few too many eyebrows in those corporate boardrooms.
Fast forward to 2014, when she found herself in Seattle on the very day that adult-use cannabis sales became legal in the state. “Having lived in Los Angeles, where I had a medical cannabis card as early as 2007, I was no stranger to the burgeoning industry,” Campbell added. “But Seattle represented a new chapter, a chance to witness firsthand the shift from underground culture to mainstream industry.”
Her journey into the professional world of cannabis began somewhat serendipitously. After years of her husband encouraging her to apply her Fortune 50 and Fortune 500 experience to the burgeoning sector, she finally took the plunge in 2018. That year, she became the national sales manager for Dope Magazine. It was a job that perfectly blended her extensive experience in consumer packaged goods (CPG) with her long-standing love for cannabis. Suddenly, she wasn’t just the woman with a secret tattoo and a passion for the plant—she was a key player in a rapidly growing industry that was going mainstream faster than anyone could’ve predicted.
It’s about championing the plant I’ve loved for so long while also pushing for professional excellence in an industry that still has so much room to grow.
Working at Dope Magazine and later at High Times allowed her to witness and contribute to the rapid growth of the burgeoning industry. She saw parallels between this new world and her earlier work with tech startups; industries on the cusp of something huge, where the potential for growth was staggering. But this space, with its unique blend of cultural significance and economic opportunity, was different. It was a movement.
Today, she’s a driving force at Jage Media and MJ Unpacked, working alongside some of the industry’s most visionary leaders like George and Kim Jage. Her role? Helping to create trade events that bring together the movers and shakers of the cannabis world—brands, retailers, vetted investors, and more. MJ Unpacked is helping to take the industry to new heights, with 61 percent of participants in the C-Suite. It’s a role that allows her to leverage her extensive experience while staying true to her authentic self.
For her, the cannabis industry isn’t just a job; it’s a calling. “It’s about being part of a movement that’s reshaping societal norms and providing both recreational and medicinal benefits to millions,” Campbell said. “It’s about championing the plant I’ve loved for so long while also pushing for professional excellence in an industry that still has so much room to grow.”
As a woman in a largely male-dominated world, she’s found empowerment in her ability to lead, influence, and make a difference. She’s never felt out of place, even when she’s the only woman at the table. Instead, she’s embraced her role as a trailblazer, setting an example for other women in the industry.
Her story is one of evolution – both personal and professional. From the informal distribution and makeshift smoking devices of her college days to the high-stakes world of cannabis trade shows, she’s seen and done it all. And through it all, she’s remained true to herself, to her love for the plant, and to her commitment to helping others.
In an industry that’s as much about people as it is about products, she’s found her place. And in doing so, she’s helped carve out a space for others whether they’re consumers, entrepreneurs, or fellow industry professionals, who are passionate about cannabis and its potential to change the world. Her message: Don’t be afraid to follow your passions, even if they involve a little bit of rolling paper and a whole lot of hustle. After all, you never know where the journey might take you.
