Unconventional on Purpose: Tianna Joseph Is Shaping a New Era in Cannabis

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When Tianna Joseph entered the cannabis industry in 2014, most of the world hadn’t yet caught up to the cultural shift she already saw coming. What others dismissed or disapproved of, Tianna recognized as powerful. Cannabis wasn’t just a product—it was a point of connection, healing, and transformation.

“I’ve connected with some of my closest friends and family through smoke sessions,” she reflects. “I’ve found solace in consuming throughout different moods and various points in my life. And ultimately, I’ve always felt that cannabis has been misunderstood. So I’ve always wanted to be a part of changing the narrative.”

That clarity of purpose became a compass, even as the path forward remained anything but traditional.

Rebuilding and Rising

After stepping away from the industry for a time, Tianna found herself at a crossroads. A major life change, including divorce and a move to upstate New York, left her rebuilding both personally and professionally. She accepted a recruiting job, but the call of cannabis never fully left. When an opportunity opened at a dispensary in Troy, she returned to what she knew in her spirit was right.

“I humbled myself to work here just to get my foot in the door,” she says. “I knew I had to show and prove.” And she did. Within weeks of taking initiative and designing her own ads for the business’s social media, she was promoted to Marketing Manager. Soon after, she coordinated their grand opening, leveraging skills she'd sharpened through her own blogging, branding work, and even her wedding planning.

What she lacked in conventional experience, she more than made up for in self-trust and vision. “Opening a dispensary taught me that leaders don’t know everything. It’s the team that brings knowledge and experience, while the leader creates the structure.”

Bold in Her Momentum

Today, Tianna says she’s living in a season of bold momentum. It’s not about perfection or predictability, but about movement and clarity. “I’ve had less tolerance for those that don’t align with me moving forward,” she shares. “Any activities that don’t serve happiness I no longer entertain. I’m purely focused on the betterment of myself.”

Even on days when the pace is slower, she pays attention. “I’m also more conscious when my momentum is off, and I acknowledge it. Whether that means taking time to rest, stepping away from people or circumstances, or letting go of control. The momentum isn’t always a consistent pace, but it’s always moving forward.”

Living Out Her Calling

Working in cannabis isn’t just a job for Tianna—it’s a calling. Despite the obstacles she’s faced, she remains committed to reframing how the industry is seen and who belongs in it. Her story is a reminder that success doesn’t require conformity. It requires courage.

“I’d rather be unconventional and happy than status quo and frustrated. If you think you’re different, I guarantee you’re not the only one who feels the passion you feel. You just have to be willing to find them.”

As she looks ahead, Tianna knows her current role is only the beginning. “The Greenhouse is just the start for me. I’m discovering so many other fields within the cannabis industry. Who knows what’s next?”

Follow Tianna’s journey and connect with her on LinkedIn.