An industry leader with an extensive expansion plan.
The cannabis industry represents a branding challenge – and opportunity – unlike any other. Joining the founding executive team of Acreage Holdings, one of the largest multi-state operators in the U.S., was an opportunity to shape a leading brand in an emerging industry. As the Chief Marketing Officer, I led the entire marketing function for the company, which held “seed to sale” operations in 20 states. I oversaw a diverse marketing team, responding to rapidly growing operational needs while choreographing multiple agency and vendor relationships.
Acreage was brand development from the ground up in new and uncharted territory – we were determined to set the standard for an entire industry. We began by learning everything we could about this new audience, conducting comprehensive consumer segmentation of the cannabis space – the first and largest of its kind – in partnership with VICE Media. That segmentation served as the basis for our brand and product portfolios.
I spearheaded several marketing campaigns that generated over 5 billion media impressions in aggregate, establishing Acreage as the leader in U.S. cannabis. The compounding campaigns, engineered to establish the company as the industry leader, began with the announcement that Fmr. Speaker of the House John Boehner was joining the board of directors and culminated in a groundbreaking [rejected] Super Bowl spot that started a national conversation about the importance of equal access to medical cannabis.
As part of the founding executive team, I played an instrumental role in the company’s first initial public offering, raising almost $500M. Acreage went public in just 12 months, and shortly thereafter agreed to be acquired by Canopy Growth for $3.4B. Throughout the active merger and acquisition, I led all marketing and brand partnerships and acquisition integrations, helping ensure a seamless transition for Acreage’s dispensaries and millions of customers.
Creative Direction
National Brand Strategy
Brand Positioning
National Marketing
National Retail & Experiential Strategy
Product Innovation
Consumer Insights
Creative & Brand Development
The Time is Now Campaign
What better way to stand out in the fastest growing industry than to stand for something. In the case of Acreage Holdings, advocacy work focused on equal access to medical cannabis, something that could bring relief to millions of Americans from all walks of life. The seeds of this campaign were sown with our bid for a Superbowl spot. As we anticipated, the spot was rejected, but the resulting “news peg” and PR effort resulted in a dialogue that fueled an unprecedented engagement and over 3 billion views for this site, which shared real stories about lives transformed by medical cannabis.
Pediatric Care.
Amy believes it’s time for every parent to have legal access to cannabis so they won’t have to suffer through what she and her family have endured.
Chronic Pain.
Greg suffered from debilitating back pain for over 30 years. After decades under the fog of opioids he was desperate for an alternative.
Veterans.
Ryan believes his fellow brothers and sisters in the military should have access to the best, safest treatments available, including the use of cannabis.
The Botanist.
Dispensaries can be cold, clinical places, even when they’re going for a modern, clean aesthetic. The Botanist aimed to create a warmer, more welcoming environment for cannabis users, whether they were new or experienced. The core ethos behind The Botanist: wellness, a global trend worth over $4 trillion. I led a team of agencies and architects as we created a cohesive experience that emphasized education, community and experience in a new category to create a true lifestyle brand.
More than just a dispensary.
Step into a world where science, nature and health converge. The Botanist is a passionate place to shop and learn about all things cannabis.
Other brands in the Acreage portfolio.
Each Acreage brand has its own unique audience, and its own distinct personality — the result of our in-depth, trailblazing research into the cannabis market. I led the charge as we launched brand portfolios for Prime Wellness, a seed-to-sale medical cannabis operation in Pennsylvania, and Live Resin, targeted at recreational users — speaking clearly to two very different segments of the market.
The true essence of cannabis.
As originators of this evolved cannabis extraction process, The live Resin Project’s sole focus is to deliver unparalleled quality and flavor from each unique plant.
Advancing the medical cannabis industry.
From Hand selected genetics to no pesticide use, Prime’s approach is rooted in science to improve the quality of life for patients and caregivers.
