Darnell Smith is a CPG and alcohol industry veteran and cannabis entrepreneur, innovator and advocate. Smith is the founder and CEO of MXXN, a non-alcoholic, cannabis-infused spirits brand that is evolving today’s cocktail culture and disrupting the alcohol and cannabis industry. MXXN is the first product launch of MOJO Ventures, which is part of the digital + creative consultancy MOJO he founded that has done extensive work for Procter & Gamble Ventures, Barcardi’s Incubation group, Pepsico and more. Prior to founding MXXN and MOJO, Smith was a senior digital transformation lead at Infosys Consulting working with the likes of Adidas, Ralph Lauren, AB InBev, Novartis, GSK, Pfizer, AMEX and more. Prior to that, Smith worked for over a decade in various agency and client side roles focused on innovation and commercialization for the likes of Diageo and Pernod Ricard.
As a Black entrepreneur working in the cannabis industry, Smith is extremely passionate about being on the frontlines of creating a more equitable space. He is committed to working with a diverse set of vendors and supply partners within his companies and always looks to partner with organizations that have demonstrated a commitment to diversity and inclusion.
Smith earned his Marketing degree from the University of Notre Dame, where he played football as a defensive end under legendary coach Lou Holtz.