MARKETING MANAGER • SEP 2022 - PRESENT
I built Sweetspot's marketing department, starting with email, and now own projects from start to finish across brand, CRM, in-store, and events. I tailor every project to state regulations and lead a two-person team that runs on the systems I created.
Dreamies
OVERVIEW A sleep-focused line designed for the customer who's curious about cannabis but maybe slightly intimidated by it.
ROLE Competitive research, naming, positioning
RESULT Sell-through in Rhode Island led to new flavors like blueberry. Expanding to New Jersey next.
Merch & Accessories
OVERVIEW Proposed we rethink impulse add-ons the way Sephora does at checkout, then revamped our merch and accessories to make them worth grabbing.
ROLE Competitive research, retailer site visits, proposal, product revamp
RESULT Rolling out a curated line of accessories, merch and checkout bins at current and new locations
Kiosk
OVERVIEW Our main ordering method and the biggest in-store touchpoint. I own the copy, visuals, flow, and seasonal updates.
ROLE UX, copy, creative, upsell banners and pop-ups, loyalty capture
RESULT Bigger average cart than budtender orders
Website
OVERVIEW Led full usability audits of our site with my team, found bugs and friction points, and studied competitors we admire to see what works.
ROLE Usability audits, competitive UX research, fixes
RESULT A round of usability fixes that made browsing easier for customers
Take the High Road
OVERVIEW A month-long 420 campaign built to drive April revenue without blanket discounts.
ROLE Concept, kiosk + in-store creative, merch
RESULT "April Showers Bring May Flower" bounce-back coupons turned 420 traffic into return visits in May.
Rhythm & Roots
OVERVIEW A festival activation built to stand out from every other vendor, with a vinyl raffle and limited-drop disposable cameras.
ROLE Planning, budget, on-site execution
RESULT Crowd buzz on-site, new awareness of our other locations, and traffic straight to the store
Marketing Handbook
OVERVIEW The playbook every Sweetspot location runs on: loyalty, CRM, kiosk systems, email, and in-store visual standards.
ROLE Wrote this from scratch
RESULT Set the standard for every Sweetspot store and franchise