Director of Marketing
I played a pivotal role in building the marketing team from scratch. I oversaw the launch of the brand in three new states, as well as three new product launches and a packaging redesign across five states. I was responsible for creating detailed SOPs, product catalogs, menus, and copywriting, ensuring that all messaging was consistent and aligned with the brand's image.
I crafted all social content calendars and oversaw community management across three accounts, while working closely with PR agencies, photographers, and event vendors to help drive media coverage and trade show success. I managed all merchandise design, strategy, distribution, and vendor management, ensuring that all collateral was being used to its maximum potential.
I consistently worked with web developers, digital platform personnel, and influencers to increase brand awareness and ensure that all digital content was aligned with our overall marketing strategy. I personally hired, trained, and managed a team of four graphic designers, as well as two marketing coordinators and 20 brand ambassadors across five states. Collaborating closely with sales teams across five states, I supported their needs and addressed any pain points, playing a key role in driving sales growth for our products.
Analytic & Management Platforms
Introduced Asana, a powerful project management tool, to streamline processes and increased efficiency by 35%. By utilizing Mailchimp, I sent targeted newsletter blasts and tracked data resulting in a 12% increase in brand awareness. I also introduced Hootsuite, a social media management platform, to better organize social calendars and use metrics to understand success and spearheaded the implementation of Slack across the entire company, ushering in a new era of improved communication and efficiency.
In-Store Marketing
As the driving force behind all in-store marketing efforts, I led the design, distribution, and strategic implementation of a wide range of promotional materials, including floor stickers, counter display units, neon signs, table tents, and dynamic pop-up banners. By leveraging these initiatives to enhance brand visibility and capture customer attention, I was able to achieve a 25% boost in sales.
Merchandise Design & Management
As the leader of merchandise design and distribution, I developed a comprehensive strategy for effective product placement across our retail partners, customers, and employees. I collaborated with various vendors to carefully analyze and compare pricing and quality, ensuring that we obtained the highest-quality merchandise at the best possible price. I also spearheaded the design of brand ambassador giveaway items, curated engaging table setups, and crafted educational print collateral that resonated with audiences across five states.
Social Media & Influencer Management
Managed content calendars, community management, and partnerships for four social media accounts. Introduced animated graphics to Instagram, resulting in a 17% increase in post engagement, and created engaging story posts to collect consumer information. Spearheaded all photo and video lifestyle content used on social accounts and introduced reels to Instagram, which led to a 13% increase in followers. Collaborated with a team of designers to execute the content calendar effectively.
Product Launch & GTM Strategy
As the driving force behind the go-to-market strategy for our latest chocolate bar release, I spearheaded a successful campaign that captured the hearts and taste buds of our customers. With a strategic partnership in place with Intelligentsia Coffee, we curated a delicious espresso-flavored chocolate bar that left a lasting impression. My leadership in executing a comprehensive marketing strategy across digital, in-store, press and print channels helped to generate unprecedentedexcitement surrounding the launch, ultimately leading to impressive sales in the early stages.
Led four successful product launches and a comprehensive packaging redesign for our entire product portfolio by spearheading unique marketing campaigns that increased awareness. The four product launches included pre-roll packs and infused pre-rolls, solventless concentrates and a new flavor chocolate bar. My creativity extended to assisting with the packaging redesign for flower jars, disposable vapes, pre-rolls, and edibles, where I oversaw every aspect of the marketing initiatives across five states.
Field Marketing & Promotional Item Management
Leading our brand ambassador program, I crafted and executed all aspects of the setup and promotional merchandise, ensuring a consistent brand message across all locations. My exceptional management skills allowed me to effectively oversee brand ambassadors in five states, guaranteeing that our brand identity remained intact throughout the program. Additionally, I conducted bi-weekly inventory counts to stay on top of essential items and prevent any potential shortages.
Marketing Collaborations
I executed a seamless store takeover campaign that elevated our brand. Leveraging my planning and management skills, I oversaw every aspect of the campaign, from ideation to execution. Collaborating closely with external vendors, I brought our vision to life through a variety of branding initiatives, including door wraps, wall decals, product display units, and signage, all designed to create a cohesive and immersive brand experience for our customers. My attention to detail extended to working closely with store managers to ensure everything was executed flawlessly and on time, resulting in a 40% increase in sales for the store.
Event & Trade Show Management
As the driving force behind our event and trade show presence, I executed seamless campaigns that not only captivated attendees but also helped to increase sales. From planning and managing every aspect of our booth execution and setup to creating innovative promotional marketing campaigns, I ensured a memorable and engaging experience for our audience. I curated personalized gift bags for important buyers, further elevating our brand and increasing the likelihood of sales. Our Hall of Flowers 2021 event presence led to a 10x increase in store locations carrying our products.
I managed both B2B and B2C newsletters, ensuring retailers in specific territories received the correct menus, product drops, and essential updates. For B2C emails, I carefully segmented audiences by territory to deliver relevant content. I maintained clear distinctions between the two, ensuring B2B emails included wholesale pricing while B2C emails remained price-free, respecting retailer pricing autonomy. Additionally, I strategically promoted new product and territory launches to the right demographics, maximizing engagement and impact.
Catalog Creation
Managing product catalogs across five states, I ensured all content met state-specific regulations while maintaining accuracy and consistency. I collaborated with legal and marketing teams to craft compliant copy, tailoring messaging to resonate with each market. Through meticulous research and quality control, I balanced regulatory adherence with engaging, region-specific product descriptions, ensuring both compliance and customer connection.
Packaging Design
Played a crucial role in the creation of a refreshed packaging design that reflected our brand's evolution and commitment to sustainability. Tasked with helping to revamp the packaging design, I ensured the new design had improved functionality and added value for our customers. As a huge advocate of sustainability, I made it a priority to ensure that any non-paper products included in the packaging were not only environmentally friendly but also had the potential for reuse. My contributions were invaluable in helping to create a more eco-friendly and user-friendly packaging design that resonated with both our brand values and our customers' needs.
Publications & Press
Collaborated with PR agency to amplify brand visibility and raise product awareness through digital advertising campaings.
