CCELL

Global Chief Marketing Officer

Transforming a global technology manufacturer into a tangible brand in the cannabis movement.


Situation

CCELL is the world’s leading manufacturer of cannabis vaporization technology, supplying hardware used by thousands of cannabis brands globally. Despite its technological leadership, the company had limited brand recognition within the cannabis community and was largely perceived as a behind-the-scenes component manufacturer.

As Global Chief Marketing Officer, Angela Pih was tasked with transforming CCELL from a technology supplier into a visible and trusted brand within the cannabis ecosystem.


Strategic Vision

Angela led the relaunch of the brand around a new purpose-driven platform:

“Powering the core of a movement.”

The idea reflected CCELL’s role at the center of the rapidly evolving cannabis industry providing the technology that enables brands, cultivators, and extractors to bring their products to market.

The goal was to connect CCELL’s technological leadership with the culture, community, and innovation driving the cannabis movement.


How the Work Aligned to Core Capabilities

  • Angela repositioned CCELL from a hardware manufacturer to a purpose-driven technology brand serving the cannabis industry. The relaunch clarified the company’s role as a trusted partner powering innovation across the ecosystem.

    The brand narrative emphasized pioneering technology, reliability, and deep alignment with the cannabis community.

  • The brand relaunch was introduced through a series of high-profile industry activations and partnerships. CCELL established a visible presence at key cannabis events including:

    • SF Hash Week

    • California State Fair Cannabis Awards

    • Flower Expo Michigan

    • Emerald Cup (official vape category sponsor)

    These initiatives helped connect the brand with operators, brands, and cultural leaders within the cannabis space.

  • Angela expanded CCELL’s visibility across industry media, partnerships, and community collaborations, significantly increasing brand recognition within the cannabis ecosystem. Within months, CCELL was widely present across industry events, publications, and collaborations supporting the broader cannabis community.

    The strategy helped reposition the company as an active participant in the culture and growth of the industry.

  • The brand transformation included strengthening CCELL’s digital presence and communications to better reflect its role as a global technology leader. Messaging, content, and marketing channels were aligned to support the new brand narrative and expand engagement with partners and operators worldwide.

  • As Global CMO, Angela built and mentored the marketing team (in the US and in China) while guiding the company through a period of brand transformation and increased industry engagement. Her leadership combined strategic clarity with hands-on collaboration across teams.

Industry Context

CCELL’s technology has helped shape the vaporization category itself. The company pioneered the first ceramic heating element for cannabis cartridges and today supplies hardware used by more than 2,000 cannabis brands worldwide.

With nearly one million square feet of manufacturing capacity and the ability to produce more than 33 million units per month, CCELL remains the most widely adopted vape hardware platform in the cannabis industry.


Impact

  • Successful repositioning of CCELL as a visible brand within the cannabis ecosystem

  • Launch of the purpose-driven platform “Powering the core of a movement”

  • Expanded presence across industry events, media, and partnerships

  • Strengthened relationships with cannabis brands, distributors and community leaders

  • Increased brand recognition across the global cannabis market