MY CLIENT & AGENCY EXPERIENCE
VP OF MARKETING | C3 INDUSTRIES
Executive marketing leader responsible for building and leading an integrated, hybrid/remote marketing department and creative services team responsible for 360º brand, retail, digital, CRM, and social activities for this $100M+ privately held vertically integrated cannabis company.
Accomplishments:
- Developed and executed a comprehensive marketing plan for C3 Industries’ retail dispensary and product brand portfolio.
- Within the first 90 days, successfully created and implemented an annual retail marketing calendar and marketing budget to align with corporate objectives.
- Led the development and execution of numerous 360º retail creative campaigns that drove increased traffic, sales, and consumer acquisition.
- Successfully executed a holistic media strategy that increased online sales for 16 consecutive months, gaining new loyalty members, and increasing our social reach/engagement by 100%.
- Implemented a multi-state consumer loyalty program and achieved +70% of sales transactions through loyalty members.
- Deployed a mobile app that drove acquisition, delivered points information, seamless e-commerce, and in-app messaging.
- Developed and launched three in-house cannabis brands including the development of brand positioning, brand identity, packaging, website and launch materials.
ACTING CMO | HARVEST, INC.
Enterprise-wide executive-level marketing leader for a $400M+, multi-state vertically integrated cannabis company, responsible for all aspects of product development, brand development, retail marketing, and wholesale marketing activities.
Accomplishments:
- Built and led a fully remote 13-person marketing department and creative services team responsible for 360º marketing activities for all retail and product brands.
- Developed and launched the Harvest House Of Cannabis “rebrand” campaign - HAPPINESS CULTIVATED.
- Successfully developed and executed the launch of four bespoke cannabis brands through retail and wholesale channels across 7 states.
- Executed integrated digital marketing strategy across all Harvest-owned digital channels to support retail and product brands within the portfolio to drive traffic, sales, and customer acquisition.
- Successfully developed and executed a market-wide launch campaign to support the introduction of recreational cannabis sales at 15 AZ Harvest retail dispensaries that drove $2.75 M in sales in the first 3 days.
MANAGING DIRECTOR | TBWA\CHIAT\DAY
Multiple senior account leadership roles, overseeing substantial client portfolios while spearheading the establishment of a robust shopper marketing division within the agency, catering to existing and prospective clients.
Served as Senior Account Leader for Buffalo Wild Wings and Miller Lite accounts, orchestrating integrated advertising initiatives encompassing strategic platform development, comprehensive 360º brand campaigns, brand identity enhancements, and creation of impactful retail in-store materials.
Accomplishments:
- Led a multi-agency consortium overseeing a wide spectrum of functions, including strategy formulation, advertising campaigns, design endeavors, consumer campaign development, digital initiatives, and retail efforts.
- Launched a customized retail and promotional marketing division, Shopper Arts Network (SAN), within the agency, designed to offer specialized support to prominent brand clients, while cultivating new client relationships for sustained growth.
CHIEF INTEGRATION OFFICER | INTEGER
Executive leadership position responsible for managing all aspects of the agency’s internal operations, inter-department collaboration, onboarding of new accounts, and new business development strategy.
Accomplishments:
- Led new business pitches that resulted in numerous new accounts including Einstein Bros. Bagels, Kraft Salad Dressing, Coca-Cola, Visa, and Theranos (partnership with TBWA\Chiat\Day).
- Developed and launched iExpress - Bespoke production studio for MillerCoors to support wholesale and field marketing teams with fast-turn creative.
- Developed and launched Digitail™ - A digital-first e-commerce offering that supported brick-and-mortar shopper marketing efforts with Amazon, Target, and Walmart e-commerce-specific strategies for the digital shelf.
EVP OF OPERATIONS | IMAGESELLER
Partner, operational and business development leader for a national premium promotional marketing company. Responsible for implementing an optimized organizational structure, managing day-to-day agency operations, and driving organic revenue growth by expanding the agency's capabilities. Major clients included all Brown-Forman & MillerCoors brands.
Accomplishments:
- Restructured the staff and operations of the agency for rapid growth.
- Initiated the streamlining of overall organizational operations including the implementation of new eCommerce web technology, network infrastructure, organizational structure, and the institution of new business development strategies.
- Led the launch of a mobile / event marketing capability for Jack Daniel's including the design and development of a mobile distillery tour experience and mobile retail merchandise stores that traveled to major US motorcycle (Sturgis Motorcycle Rally) and rodeo events (NFR/PBR).
BRANDS I'VE WORKED ON
