Developed the brand identity, architecture and channel ecosystem for Marys, a leading national cannabis brand. The approach consolidated all lines of business to fall under Mary’s Brands. Each brand maintained their own identity and target demo but they all fell under the same vision, mission and core values of the mother brand. The overall goal of all Mary’s Brands was to normalize cannabis into the consumers everyday life. We did this by taking a lifestyle approach to all of the brands to make the products more approachable and relatable, #TheMarysWay.

Once the brand strategy was defined, our team created a marketing communications plan to reach our target audience at all touch points throughout the consumer journey. I led the digital, social and influencer strategy for all Mary’s brands. To bring the brand to life, I worked alongside the creative director to come up with an impactful content strategy & “cool aunt” tone of voice to display across all digital platforms. As we created a successful digital presence, their online sales increased by 75%.