The VP of Marketing at Gotham, New York City's first woman-owned cannabis concept store, Tolz shares his cannabis origin story and his hopes for the future.
Jesse Tolz’s introduction to cannabis involved a makeshift pipe crafted from a soda can. More than two decades later, he holds court as the VP of Marketing at Gotham, New York City's first woman-owned cannabis concept store. Keep reading to get to know this month’s High Achiever, whose relationship with cannabis has matured over the years — though he can still roll a killer joint.
How long have you used cannabis?
24 years
How did you discover cannabis?
I was young, but I remember the first time I smoked out of a perforated soda can as a makeshift pipe. Some of your audience knows what that’s about. My first experience with cannabis was my first mind-altering experience. And I loved it. In anticipation of the second time I smoked, I remember constructing a mason jar and tinfoil hookah-type contraption. I was crafty and ready for round two.
What's your cannabis routine? How and when do you consume cannabis?
Since then my relationship with cannabis has definitely evolved. I’ve been through chapters of growth and change that have influenced how I use and consider cannabis. Moments in my life have spurred change and helped me develop a fuller appreciation for the plant, the products, and the community.
Photo courtesy of Gotham
I broke several vertebrae in a high school accident, which kicked me onto a path exploring all things holistic wellness. In my career, I committed to local/regional agriculture, which led me to plant breeding and herbalism. Ultimately I got my foot in the cannabis industry and haven’t looked back.
At this point in my life, since I now have kids and an endlessly full schedule, I opt for live/whole plant products, usually in the edibles or vapes format. When I’m walking my dog late at night, I might close out the day with a small joint. (I taught a joint rolling class for 60+ people at a private club this past 420, if that says anything about my rolling ability.)
Tell me a little about your job/company.
I'm VP of Marketing at Gotham, New York City's first woman-owned cannabis concept store. We opened on the Bowery in April 2023 and now have stores in Williamsburg, Chelsea, and Hudson. Gotham is for curious, discerning people who want to feel good. We work across two sides: a cannabis division and a lifestyle division. This gives us a bit of a moat with our assortment, covering cannabis, art, fashion, home, and beauty. My job is to run brand, partnerships, growth, PR, and analytics, but really it’s to make sure the fantastic humans on my team are supported and empowered.
How does cannabis help you in your career?
I’m fascinated and inspired by the botanical reality of this plant and all the ways in which it has the potential to shape society. The industry is a crazy one to work in, and licensed markets can tend toward a corporate cannabis vibe, but the people who are moving this industry forward are wildly diverse and still carry rebellious energy. I believe that energy is at the core of all cannabis culture, and it's one of the throughlines that keeps me excited and engaged.
Photo courtesy of Gotham
What do you wish more people understood about cannabis?
That there isn't one cannabis experience. Cannabis can look like a microdose gummy before exercising, smoking on a cousin walk, debating the best dab rig, applying a topical before bed, or any other scenario that showcases the breadth of our relationship with cannabis. Format, dose, setting, and intention all matter. When people get good guidance and find what makes them feel good, cannabis becomes more accessible and less intimidating, and that moves us further down the path to destigmatization.
And specifically about the legal industry: it's far harder to turn a profit than most people outside it can fathom.
What cannabis-related issue keeps you up at night?
Making sure the legal market actually works. In New York, licensed stores like ours compete with unlicensed shops as well as robust illegal delivery operators that all skip testing, taxes, and the rules. This market originated from a place of fantastic intentions, but viability-weakening fumbles and compromises have been a common occurrence. I’m very concerned about the licensed operators who’ve put their whole lives into this endeavor and who might not make it to the other side of this market’s recalibration.
Anything else you'd like to share about cannabis and its impact on your life?
There’s a real scrappy, entrepreneurial, creative spirit that’s embodied by the people who work in cannabis, and Gotham’s crew is one of a kind. Shoutout to the stellar humans that comprise the Gotham team from frontline to office, and all of our partners beyond.
