How Curaleaf Scales Compliance and Creativity with Lingo

Meeting the Demands of a Growing Cannabis Brand

Curaleaf is a leading international provider of consumer cannabis products, offering a wide range of THC and hemp-derived products across the medical and adult-use market. With operations in 17 U.S. states and a growing international footprint, the company must navigate one of the most regulated and fast-moving industries in the world.

“Lingo has had a huge impact on how we share and organize assets,” said Tawnie Oviedo, National Marketing Content and Communications Manager at Curaleaf.

Initially, Curaleaf sought a digital asset management solution to simplify how assets were shared with wholesalers and resellers. But as the organization scaled, it became clear that a centralized system could also support smoother collaboration between national and local marketing teams.

Centralizing Brand Assets Without Compromise

In 2021, Tawnie and her team brought Lingo into Curaleaf. A colleague from a previous cannabis company had recommended Lingo to her based on their own positive experience. Tawnie quickly saw how Lingo’s potential to solve Curaleaf’s growing asset management challenges and fill a critical gap: giving national teams a way to share campaign materials consistently with local teams. 

With Lingo, Curaleaf created a single source of truth segmented by state. Each state has its own Portal, which acts as a public-facing hub containing Kits for every brand operating in that region. For example, the Illinois Portal includes state-specific Kits for Curaleaf, Grassroots, Select, and more. Each Kit is tailored to a specific brand and state, so local teams can quickly find what they need, when they need it.

This structure allows national marketing to push compliant campaign templates to state teams. Local teams can then copy, modify, and re-upload localized assets into their own Kits while maintaining control, visibility, and brand consistency across markets.

Supporting Internal Teams and External Partners

Curaleaf’s Portals are easily accessible to key partners, including wholesalers, vendors, and even dispensaries to grab the assets they need. For more controlled access, Kits within those Portals can be restricted to specific individuals or even password-protected.

Field marketers and sales reps also rely heavily on Lingo. Before, sharing a batch of digital assets meant attaching them to an email, sending multiple individual links, or creating temporary folders in tools like WeTransfer or Dropbox. These platforms only captured assets at a moment in time, requiring users to build new folders and links for every update. The result was asset duplication and a disorganized setup.

With Lingo, teams share a single URL that leads directly to a curated Kit. It’s fast, intuitive, and easy to use on the go.

Built-in Flexibility for a Changing Organization

As Curaleaf’s marketing needs evolved, so did its use of Lingo. What started as a wholesale asset repository is now an ecosystem that supports:

• Retail locations (including digital menus)
• Branded merchandise (like Higher Stitch, the Curaleaf merch brand)
• Hemp Business units (like Select Hemp and The Hemp Company)

"It helps a ton," said Tawnie. "Kits allow us to combine the assets and the context together in one place. The ability to add headlines, images, and copy next to each asset makes them more usable and user-friendly. Portals just make it easy to group all those Kits together and share them in a way that makes sense for each team or market."