Rhythm & Roots Festival
Overview Led the planning and execution of Sweetspot's activation at a multi-day music festival, focused on driving brand awareness, engagement, and retail traffic.
Approach I wanted to create an experience that would be memorable and that doesn't just blend in with the other vendors handing things out. The goal was to make the activation feel interactive and culturally relevant, while still tying into the overall festival experience.
Execution Created a raffle for a vinyl record player paired with records from top festival artists, driving engagement through loyalty sign-ups. We introduced a limited drop of branded disposable cameras released in small batches to create demand, giving attendees a tangible memory from the weekend. On site we developed product education materials, merch and discount cards to drive store visits.
Impact Built a segmented audience for post-event communication. Festival attendees came from all across the east coast, mostly Mass, CT, NY and New Jersey, presenting a great opportunity to share our other locations.
Takeaway Strong activations should not end at the event. They should create opportunities to continue the relationship afterward.
Dreamies | Product Naming
Overview Led the naming concept for Sweetspot's sleep gummy, a 5mg formulation designed to support rest and relaxation.
Idea Created a name that made the product feel approachable, comforting, and easy to remember, while standing apart from more clinical cannabis products.
Strategy My goal with "Dreamies" was to position sleep as something to look forward to rather than something purely functional. Strong naming shapes how a product is experienced before someone even tries it. I intended to shift the focus from what the product does to how it makes you feel.
Kiosk Experience
Overview Kiosks are Sweetspot's primary ordering method and one of the most important marketing touchpoints in the store. It's where the brand, the product, and the customer all meet. This is one of my main projects to own and oversee.
Insight Kiosk orders consistently outperform budtender-assisted transactions in average cart size.
Strategy I am constantly thinking about how I can make the ordering process faster, smoother and more intuitive. The flow, the layout, the copy, the visuals. Each one is a chance to reduce friction and increase conversion.
Execution I manage the kiosk as a key touchpoint for loyalty enrollment and customer data capture. I also treat it as a branding opportunity, updating the creative for holidays and seasonal moments to keep the in-store experience feeling current and intentional.
4/20 | Take the High Road
Overview 420 is the biggest sales day of the year in cannabis. The goal was to drive revenue throughout all of April, not just on 420 itself, without relying on blanket storewide discounts.
Idea I came up with two concepts that anchored the whole campaign. "Take the High Road" was the 420 weekend creative direction. "April Showers Bring May Flower"was the month-long loyalty theme, built to drive sign-ups and repeat visits leading into and out of 420.
Execution The campaign ran across every customer touchpoint. I rebranded the kiosks, updated in-store TV graphics, and worked with the design team to create limited edition merch including t-shirts, reusable tote bags, matches, air fresheners and stickers. On 420 itself, loyalty members received a free eighth with any purchase. A bounce-back coupon placed inside every exit bag drove traffic into May.
Key Metrics April visit frequency, loyalty sign-ups, 420 day traffic, May bounce-back redemption rate and average cart size.
