One Plant is a vertically integrated Cannabis company that I joined in 2019 as the Brand & Marketing Director. Upon joining the team, the first step was to facilitate agreement among the founders on the brand vision through workshops and presentations of key market & consumer research findings. Once the white space, target audience, and overall direction were defined, the brand strategy and guidelines were developed for One Plant. The go-to-market strategy and ongoing marketing plan were then created and executed across all channels and touch points throughout the consumer journey.

The biggest challenge was creating the go-to-market and ongoing marketing strategy without relying on traditional marketing channels due to the limitations of the laws within the industry. Thinking outside and creative solutions were essential skills used to reach our target audience.

In under two years, the brand was a success among the target consumer and became well-known in Florida, leading to its acquisition by Cresco Labs in 2021 for 215M.