Papa & Barkley
A category leader and most respected cannabis-wellness brand in California. Instrumental in growing the brand’s performance in California with targeted segmentation and fully integrated 360 activation campaigns while creating and launching a National CBD line of 11 skus, from conception; package design, customer segmentation, geo-targeting, e-commerce website design, customer acquisition and retention programs. Successfully supported the Series A raise of 11x topline revenue valuation in 2019.
Clean is Green
Envisioned and created the Standard of Clean Cannabis, an industry first to establish full soil to shelf transparency and traceability to earn consumer trust in an industry that has historically been stigmatized. Sustained social follows and engagement increased by 40%.
Launched the first omni-channel marketing program starting with “Desert Activation”, targeting an underserved consumer segment of Active Aging (seniors).
Program encompassed an OOH, digital, experiential, trade and education program which included 41 trade events, 210 Patient Education days, 2300 senior education interactions and opened 18 new doors. Retail cart size was $130. E-commerce AVO was $89, a 115% increase versus prior six months’ period. Desert wholesale revenue saw a 250% lift vs LY.
Devised and executed product launches into new categories; skincare and edibles. Each comprised of fully coordinated marketing activities; education, PR, media, content, social, digital, In-store, POS and trade events contributing to +15% of annual revenue.
Instituted a key account management framework evolving from conventional to digital-first, omni-channel for a company valued at over $300 million.
Micro Dose Tinctures, a more affordable whole plant tincture priced at 9 cents per mg of cannabinoids was featured on Yahoo! as one of the most interesting new cannabis products to launch.
