Rosie's unapologetic approach to normalizing cannabis extends far beyond her personal life. As the founder of MATTIO Communications, she has spent the last decade transforming the cannabis industry's public image, turning fringe conversations into mainstream media coverage. When she first started in 2014, cannabis was burdened by stigma, and “there were very few reporters covering this space… mainstream and lifestyle media were not reporting on cannabis at all. I had to work tirelessly for years to educate them about the industry,” she says.

The global legal cannabis market is expected to reach $102.2 billion by 2030, growing at a compound annual growth rate (CAGR) of 25.7%. In the U.S. alone, the cannabis market is projected to grow from $33.84 billion in 2024 to $69.25 billion by 2029. These numbers were unimaginable when Rosie first entered the industry, but they reflect the massive potential she saw early on.

Rosie approached public relations with a dual focus: education and advocacy. She worked to shift perspectives, challenge stereotypes and build trust with both the media and the general public. This was a long game, but Rosie had the determination to see it through. Gradually, her efforts began to pay off, and cannabis started appearing in mainstream media. “While we value the cannabis trade publications, which play an important role in the industry, we also worked hard to destigmatize cannabis and ensure that the news was picked up by mainstream media,” Rosie says.

Rosie’s efforts to bring cannabis into the mainstream weren’t just about landing stories in lifestyle publications, they were about positioning cannabis as part of everyday life. In the early days, getting cannabis products included in general gift guides, highlighting them as legitimate lifestyle choices, was a major milestone. A collaboration between Green Thumb Industries (OTC: GTBIF) and Magnolia Bakery proved to be a landmark moment, blending cannabis with a beloved consumer brand and showing the public that cannabis had a place in popular culture.

But even as Rosie pushed the boundaries of what cannabis could represent, the industry continued to face hurdles. In 2019, the vape crisis shook consumer confidence in cannabis products, costing companies billions. Illicit vape cartridges containing vitamin E acetate led to a nationwide health scare, casting suspicion on all vape products, including those from legal operators. Suddenly, Mattio Communications found itself at the center of crisis management. “The industry was hit hard by the crisis involving illicit vapes, with young adults dying from vitamin E acetate,” Rosie recalls.

Today, Mattio Communications represents some of the biggest names in the cannabis industry, including publicly traded multi-state operators Acreage Holdings, Ascend Wellness Holdings (OTC: AAWH), Terrascend (OTC: TSNDF) and Curaleaf (OTC: CURLF), helping to shape the narratives of these companies as they expand across North America.

Regulatory challenges were a constant. One of the toughest lessons Rosie learned early on involved a branding and packaging project for an edibles brand. Her team invested significant time and resources into the project, only to have it derailed by last-minute regulatory changes. The packaging had to be scrapped, costing both time and money. But instead of backing down, Rosie adapted. “Now, one of our value propositions is that each team closely monitors state cannabis regulations,” she explains. “As far as lessons learned, we don’t count our eggs before they hatch.”

The PR industry itself has also been experiencing rapid growth. The global market is expected to surge from $106.93 billion in value in 2023 to $114.1 billion in 2024 at a compound annual growth rate (CAGR) of 6.7%. As cannabis companies continue to professionalize and expand, Mattio Communications is perfectly positioned to help them navigate this competitive market.

Despite the firm’s rapid expansion, Rosie’s focus has always been on destigmatizing cannabis. “Another significant cultural shift has been the changing stigma surrounding cannabis,” she notes. Even within her personal life, she has seen attitudes evolve. “When I started representing cannabis companies in 2014 and would post placements or updates on my social pages, my husband was concerned about me being open about my work because he worked in the typically conservative finance industry.” The stigma was real, but by the time they moved to New York in 2017, things had changed. “It was my husband who proudly proclaimed, ‘My wife is the smartest person in this room; she started a cannabis marketing company.’”

As Rosie reflects on Mattio Communications' rapid growth and inclusion on the Inc. 5000 list of fastest-growing private companies in America three years in a row, she credits much of the success to the strength of her team. “On average, we have doubled every year,” she says, highlighting the importance of surrounding herself with talented individuals who are as passionate about cannabis as she is. “It comes down to the team. We work hard for our clients, making ourselves an extension of their business and helping to amplify their message.”

Despite her undeniable success, balancing her role as a business leader with her responsibilities as a mother of four hasn’t been easy. By 2019, Mattio Communications was booming, but her home life was in flux. To keep things running smoothly, Rosie’s husband made a significant sacrifice: he left his successful job on Wall Street to become a stay-at-home dad. “My husband believed just as much as I did that this was the opportunity of a lifetime,” she says. His support allowed Rosie to dedicate herself fully to building Mattio Communications into the powerhouse it is today. Together, they provided a model for their daughters that reflects both ambition and balance. “He has provided our daughters with the model of finding a partner that will support their dreams.”

Rosie’s personal branding also reflects her commitment to challenging outdated perceptions of cannabis. She’s known for showing up at her daughters’ school in weed T-shirts, proudly embracing the culture she’s worked to normalize. For Rosie, being open about her work is a point of pride, and it serves as an opportunity to educate her children. “Wearing a weed T-shirt challenges stereotypes about who uses cannabis. It also opens up a dialogue and allows me to educate my children about both alcohol and cannabis, preparing them for when they are of legal age.”

As someone who has navigated the challenges of a rapidly evolving industry and transformed cannabis PR, Rosie is well-positioned to offer insights to those looking to follow in her footsteps. Reflecting on her journey, she shares key advice for anyone entering the cannabis space, especially in PR and marketing: “Be adaptable. Be ready to move very fast. Be genuinely passionate about the plant and your clients. We care deeply for our clients and celebrate their wins like they were our own.”

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