Marigold Marketing & PR

What Marigold Marketing & PR does

Marigold Marketing & PR is a privately held, bootstrapped B2B public relations and marketing communications firm founded in 2016 by Bridget Hoffer (formerly Executive Director of Communication, Marketing and Brand at CBC) and Katie Pringle in Oakville, Ontario. The firm provides media relations, brand positioning, strategic planning, content marketing, social media management, events, and crisis communications to approximately 120-200 cumulative North American B2B clients across cannabis, technology, manufacturing, construction, and social-good/nonprofit verticals, with cannabis representing roughly 80% of business since 2018. Service revenue is generated through project-scoped, retainer, and quote-based professional services engagements; no proprietary technology platform or disclosed external funding exists.

The firm's core product suite comprises Traditional Public Relations, Brand Positioning, Strategy & Planning, Content Marketing, Events, Social Media Management, Media Training & Crisis Communications, plus a newer AI-forward program called PRplus: AI Influence targeting AI-search discoverability. It wholly owns Tether, Canada's Budtender community of 5,200+ members, providing cannabis clients with proprietary retail-frontline distribution. Co-founders additionally operate Canndora, a cannabis lifestyle brand reaching 120,000 women monthly across social platforms. Distribution is direct B2B sales only, with no channel partners; marketing channels weight toward content, organic social, owned events, and earned media. Marigold was named AdCann Cannabis Marketing Agency of the Year in 2018 and has received three consecutive year nominations; co-founders have been recognized individually through PR in Canada Top 40 Under 40 and ADCANN Trailblazer awards.

Name

Marigold Marketing & PR

Legal name

Marigold Marketing & Public Relations

Website

https://marigoldpr.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

Marigold Marketing & PR is an Oakville, Ontario-based B2B public relations and marketing communications firm serving 120+ North American brands across cannabis, technology, manufacturing, and construction. Founded in 2016, it offers media relations, events, social media, and an AI-forward PR program, and wholly owns Tether, Canada's Budtender community.

Ownership category

akta.pro rank

Product category

Public Relations & Marketing Communications Services

NAICS

Public Relations Agencies (541820), Advertising, Public Relations, and Related Services (5418), Advertising Agencies (541810)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Product & Brand PR (Consumer & B2B) (BPAFADAH)

akta.pro secondary industries

Technology & B2B PR (BPAFADAI), Social Media & Community Management (PR-led) (BPAFADAM), Litigation PR & Legal Communications (MPAAAOAH)

Keywords

• Public relations services
• B2B marketing communications
• Media relations
• Crisis communications
• Cannabis industry marketing

Headquarters

HQ city

Oakville

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D

Revenue model

1. PR and Marketing Services: Professional services revenue generated through retained PR counsel, campaign execution, media relations, content creation, social media management, and event marketing services for B2B clients. Pricing is quote-based, project-scoped, or retainer arrangements.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels9 records

Core offering

Marigold Marketing & PR is an award-winning B2B public relations and marketing communications firm that delivers traditional PR, brand positioning, strategic planning, content marketing, events, social media management, and media training and crisis communications for cannabis, technology, manufacturing, and construction brands. The firm also operates PRplus: AI Influence, a specialized program combining traditional PR with AI-forward strategies to improve brand visibility in generative AI search results, and founded Tether, Canada's premier Budtender community platform connecting cannabis brands with retail decision-makers.

Product overview

Marigold Marketing & PR is an award-winning B2B PR and marketing communications firm offering a comprehensive suite of services including Traditional Public Relations, Brand Positioning, Strategy & Planning, Content Marketing, Events, Social Media Management, and Media Training & Crisis Communications. The firm also offers PRplus: AI Influence, a specialized program combining traditional PR with AI-forward strategies to improve brand visibility in generative AI search results. Additionally, Marigold founded Tether, Canada's leading Budtender community platform that connects cannabis brands with retail professionals nationwide. The company's expertise spans cannabis, tech, manufacturing, construction, and social good sectors, serving over 120 North American businesses since 2016.

Differentiator

Problem solved

Functional benefit

Brands

• Tether: Canada's go-to Budtender community founded by Marigold. Tether connects brands with Budtenders nationwide through targeted campaigns, insider insights, and scalable marketing solutions.
• PRplus: AI Influence

Products and services

• Traditional Public Relations
• Brand Positioning
• Strategy & Planning Data-backed strategic development including campaign roadmaps and communications plans aligned with business goals and target audiences.
• Content Marketing Content creation services producing blogs, white papers, case studies, and newsletters that demonstrate expertise, boost SEO, and showcase client achievements.
• Events Full-service event management from concept to execution, including product launches, grand openings, retail activations, and conferences, delivered both online and in person.
• Social Media Management Channel management with content calendars, community engagement, and consistent multi-channel execution tied to brand pillars.
• Media Training & Crisis Communications Spokesperson preparation including key message development, crisis playbooks, and mock interviews to build confidence and clarity for both routine and crisis communications.
• PRplus: AI Influence A specialized PR program combining traditional PR with AI-forward strategies to help B2B brands improve visibility in AI-generated search results. The service includes AI discoverability audits, press release distribution, media pitching, and reporting to measure generative search performance.
• Tether Canada's premier Budtender community founded by Marigold, connecting cannabis brands with Budtenders nationwide through targeted campaigns, insider insights, and scalable marketing solutions. The platform has grown to over 5,200 Budtenders across Canada.

Quantifiable outcome

• Over 120 North American B2B businesses served since 2016; PR campaigns achieving tens to hundreds of millions of impressions per client.
• +1 more outcomes

Named customers26 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• Tether (tetherbuds.com)coreStrategic or Co-development PartnerMarigold is the founder of Tether, Canada's go-to Budtender community. Tether connects cannabis brands with Budtenders nationwide through targeted campaigns, insider insights, and scalable marketing solutions. Tether has grown to over 5,200 Budtender members and hosts events including VIP Summer Gatherings. Tether is a wholly owned initiative of Marigold.
• CanndoracoreStrategic or Co-development PartnerCo-founders Bridget Hoffer and Katie Pringle are also the team behind Canndora, a cannabis lifestyle brand, community, and product line designed for women. Canndora organically reaches 120,000 women across social media platforms monthly. Marigold team members support Canndora's community and marketing.
• CanndoraConnectminorGTM or Marketing PartnerCanndoraConnect is an event series co-founded/co-organized by Katie Pringle that connects cannabis industry professionals and brands.
• Tourism Industry Association Ontario (TIAO)minorStrategic or Co-development PartnerTIAO partnered with JLM Strategic Marketing to produce the New Heights Cannabis Tourism Summit, for which Marigold provided PR support as a campaign partner.
• JLM Strategic MarketingminorGTM or Marketing PartnerJLM Strategic Marketing organized the New Heights Cannabis Tourism Summit and hired Marigold for PR and media relations support. Jennifer Mason is the founder.
• Food Banks CanadaminorStrategic or Co-development PartnerMarigold has an ongoing partnership with Food Banks Canada, providing PR support for annual HungerCount campaigns and other initiatives.
• War Child CanadaminorStrategic or Co-development PartnerMarigold developed and managed the #WhatifWomen social media and influencer campaign for War Child Canada, raising over $420,000 and engaging 24,000 Canadians.
• High ValuesminorGTM or Marketing PartnerMarigold partnered with Erin Gratton, founder of High Values, to promote HR best practices in the cannabis industry.
• Lift & Co.minorGTM or Marketing PartnerLift & Co. Expo listed as a cannabis conference partner. Marigold supports events including awards judging participation.
• MCI GroupminorGTM or Marketing PartnerMCI Group listed as a conferences and events partner in Marigold's client roster.
• OCannabizminorGTM or Marketing PartnerOCannabiz listed as a cannabis conference partner in Marigold's client roster.

Scale indicators9 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Hill+Knowlton: Global PR and public affairs firm with significant B2B, healthcare, and consumer practices. Comparable as a large incumbent pitching to enterprise B2B and cannabis-adjacent clients, often competing with Marigold on larger retainers.
• FINN Partners: Large global independent PR and integrated marketing agency with strong B2B technology and health practices. Comparable as a broader-scale incumbent competing for the same B2B tech, manufacturing, and cannabis client budgets.
• 5W Public Relations: Mid-sized independent PR agency with B2B technology, consumer, and cannabis communications practices. Comparable as a similarly scaled full-service agency with overlapping cannabis and B2B tech client profiles.
• Coyne PR: Full-service independent PR agency with strong consumer, B2B, and crisis communications practices. Comparable as a mid-to-large agency competing on integrated B2B marketing and crisis communications assignments.
• Edelman: Global communications marketing firm with deep B2B, health, and cannabis capabilities. Comparable as a broad incumbent whose Canadian and global teams frequently compete with Marigold for mid-market and enterprise B2B accounts.

Emerging players

• Walker Sands: B2B-focused PR and integrated marketing agency with strong technology and manufacturing verticals. Comparable as a fellow mid-sized B2B PR firm pursuing tech, manufacturing, and construction clients.

Direct peers

• CMI Media Group: Specialized agency serving the cannabis and broader health/life sciences sectors with media, PR, and marketing services. Directly comparable as a cannabis-vertical PR specialist competing for similar licensed producer and cannabis brand budgets.
• Theory House: Marketing and communications firm with deep cannabis and wellness industry focus. Comparable as a competing cannabis-specialized agency pitching to the same LP, MSO, and cannabis brand client base.
• Strategic Objectives: Award-winning independent Canadian PR and integrated communications agency. Comparable as a fellow Toronto-area independent firm with B2B and consumer clients across similar verticals.
• energi PR: Large independent Canadian PR agency offering B2B, consumer, and public affairs services. Directly comparable as another sizeable Canadian-headquartered PR firm serving B2B and consumer brands with retainer and campaign work.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/marigoldpr
• LinkedInca.linkedin.com/company/marigold-marketing-&-pr
• Facebookfacebook.com/MarigoldAgency

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Marigold Marketing & PR