Cannabis Portfolio

Six years, one wild ride. From independent manufacturers to large multi-state operators, I spent six years helping cannabis brands build, grow, and navigate an industry unlike any other.

My work spanned brand strategy and development, product launches, market expansion, packaging, retail experiences, and local, regional, and national marketing campaigns across seven states and 42 retail locations.

There's a saying in cannabis: A day is like a week, a week is like a month, and a month is like a year.

It was fast, challenging, occasionally chaotic, and always interesting.

Me and my girl Juno

Assignment: engage our audience by providing information and entertainment and break through the typical 4/20 chatter.

Objectives & Campaign Results:

Harvest Public Access | National Brand & Retail Campaign

- Deliver April revenue target
- Create strong community partnerships and incentives to attract new customers and gain market share
- Educate, engage and entertain customers
- Drive loyalty registrations
Total 4/20 sales (4/15-4/20) were 2.2x higher YoY; 4/20 was the biggest revenue-generating day to date.
E-commerce revenue from texts was up 111% over prior week. E-commerce revenue from email was up 37% over prior week.
Website traffic during the campaign was more than double the traffic from the same window the year prior.
Sessions were up 131%, visitors were up 119%.
Users visited 2+ additional pages per visit and spent more than 40 seconds on the site.
Bounce rate decreased by 40% as compared to previous year.
AdWeek and LBB Online mentions.

Assignment: support the opening of adult-use cannabis sales in Harvest’s home state of Arizona.

Objectives, Challenges & Campaign Results:

Cannabis Country | Adult-Use New Market Launch

Generate brand awareness with new adult-use recreational cannabis consumers using a multi-channel approach.
We knew an approximate (but not precise) date licenses would be awarded, so we needed to have all campaign elements ready and prepare to activate within a several-day timeline. We also had to plan for uninterrupted service for existing medical customers.
2,583 new loyalty members in the first 72 hours
Social: engagement rate: 37.87% | overall reach: 138,342 | Arizona-specific stories received as much reach per post as the national feed
Facebook reach: +605%
Instagram reach: +93%