Women to Watch: Kyra Derington
“I like to refer to myself as a data-driven creative,” said Kyra Derington, Marketing Supervisor at NatureMed Dispensaries. “Outside of work, I write, mix, and master my own music, spend way too much time baking and painting, and love getting lost in a good book.”
Driven by curiosity and connection, Derington brings a multidisciplinary approach to cannabis marketing. “I’ve always been driven by creativity, connection, and curiosity—whether that’s through art, community, or conversation.”
“NatureMed was founded in Tucson, Arizona, and has since expanded into Missouri, with plans to open in Kentucky by the end of the year,” Derington said. “Across every location, our focus remains the same: accessible cannabis, real education, and strong local roots. We’re committed to creating spaces that are welcoming, informed, and truly community-driven.”
As Marketing Supervisor, Derington’s role spans digital engagement, campaign strategy, and brand identity. “I oversee all things marketing—from social media and collaborative brand campaigns to designing billboards and managing our partnerships,” she said. “I work with a growing team of amazing people, and together we build out NatureMed’s voice across our five Missouri locations.”
“I also get to work closely with our leadership team and vendors to make sure our campaigns reflect the heart of our company consistently in any state.”
“We really care—about people, about cannabis, and about doing things the right way,” Derington said. “Whether it’s how we build our menus, talk about our products, or interact with patients, there’s an integrity to everything we do. It’s not just business—it’s purpose and community.”
“Cannabis marketing comes with its fair share of red tape. Platform restrictions, compliance regulations, and shifting legislation mean we’re always on our toes,” she said. “But those challenges also push us to be more creative and intentional in the way we connect with our audience. I love the challenge it brings to the table and watching how each brand flourishes in its own way under the same restrictions.”
“The best part of my job is hard to determine because, honestly I love what I do and am very grateful that’s the case!” she said. “Since I have to choose, it would be the ability to tell stories that matter—to shape how people experience cannabis and see themselves reflected in the culture. Watching the team blend their ideas to create fun campaigns that resonate with the Missouri cannabis industry is always exciting as well!”
“It honestly happened a bit by chance,” she said. “I saw a job that blended my background in marketing and design with a space I’d been personally passionate about for a handful of years. Once I made the leap into the industry, I realized how aligned it was with my values and creative strengths, the rest is history!”
“Because it’s powerful, and people deserve access to that power—whether they’re healing, growing, or just trying to feel a little better,” she said. “Cannabis is deeply personal, and helping shape that experience for others is something I don’t take lightly.”
“It’s empowering, but not without challenges,” she said. “You have to learn how to advocate for yourself and find your voice in rooms where you may be underestimated. But you also get to be part of a powerful shift—one where more women are taking the lead in cannabis and changing the culture as they do.”
