I used data-driven insight not to sanitize a brand, but to sharpen it.
Every visual in store asset is refined at the intersection of consumer behavior, retail reality, and brand ambition.
There’s a particular rush in taking a product that was once heavily regulated, whispered about, and stigmatized, and presenting it to the world as what it is now: a modern commodity with cultural weight.
This is where I thrive.
Building, positioning, and commercializing products that push boundaries and shift perception, especially in emerging, crowded, or highly competitive markets.
In cannabis, the work isn’t just about selling product.
It’s about normalization without dilution.
Legitimacy without losing edge.
Culture, executed with discipline.
2023-2025 Cannabis // CPG // GTM Strategist