Hi 👋🏽 I’m James Kennedy — an award-winning product developer, brand strategist, and entrepreneur with over 20 years of experience in the consumer packaged goods space.
I’ve developed products for some of the most respected names in beauty and wellness, including Aveda, Johnson & Johnson, and Intelligent Nutrients. I also founded and successfully exited Apothecanna, one of the first nationally recognized cannabis wellness brands.
My work blends thoughtful formulation, compelling brand strategy, and executional excellence — all grounded in a deep understanding of the customer. I believe the most enduring brands are built by staying close to the consumer, turning empathy and insight into products that genuinely improve how people feel. This approach has helped me create brands with loyal followings and lasting impact.
Work Experience, Press & Awards
Experience & Background
I began my career at Aveda, developing eco-conscious packaging and customer experiences for a pioneering wellness brand. From there, I joined Intelligent Nutrients, working alongside Aveda’s founder Horst Rechelbacher to launch the first fully certified organic skincare company — an experience that deepened my knowledge of plant-based formulation and brand integrity.
Later, I helped develop a signature spa line for the Fontainebleau Hotel, then joined the Global Strategic Design Office at Johnson & Johnson, where I led product and brand development initiatives for Aveeno, Lubriderm, and other household names. These roles gave me hands-on experience navigating complex regulatory frameworks, building global strategy, and designing at scale.
In 2009, I shifted my focus to the emerging cannabis industry, founding Apothecanna, a plant-based skincare brand that grew from a small dispensary presence in Colorado to a multi-state operation with distribution in over 1,000 licensed retailers across the U.S. and Canada. We later expanded into CBD and built a strong DTC business, eventually securing retail placements with CVS and other national outlets. In 2021, the brand was acquired by a publicly traded company.
What I Do
Today, I work with early-stage and scaling brands in cannabis, functional beverages, and wellness — helping them go from concept to shelf with clarity, craftsmanship, and speed. Whether advising on brand positioning, product development, or go-to-market strategy, I act as a collaborative partner focused on building brands that resonate deeply and grow sustainably.
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