Creative Direction
Creative lead for global cannabis lifestyle tech brand, Pax (consumer electronics with a connected experience).
Skills: Management; Content Strategy, Development and Editorial Oversight; Design and Copy leadership; Campaign Strategy and Execution; Copywriting and Content Creation; Product Marketing; Brand Marketing; Collaboration; Process Implementation; Qualitative and Quantitive Research; Define Success/Metrics and Measure KPIs; SEO; B2B, B2C, B2B2C.
Brand Campaign
Objective: Build trust (#1 industry insight) by demonstrating the brand’s commitment to Corporate Social Responsibility, and educate consumers (#1 brand insight) about cannabis.
Results: Greatest brand awareness and interactions in the brand’s history. Campaign won a Gold Clio; money raised for the GLBT Historical Society; virtual panel encouraged authentic conversation and inspired additional events.
Creative Elements: Film, blog posts, social, email, website, printed OOH collateral, printed instore collateral and digital screen kits, virtual panel, instore activations including parties, panels, and promotions (% of sales donated).
Website homepage
Documentary
Virtual panel inspiring in-store panels nationwide and retailer IG Lives
Launch email plus iterations for stores and partners
Social Media - modulating tone across the brand voice
Blog posts x 6
Product Campaign
Objective: Product awareness for new-to-category consumers and sales uplift during holiday period. Implement my comms pillars created from consumer insights: Build trust and Educate.
Results: ADD
Creative Elements: blog posts, social, email, website homepage and product page, printed OOH collateral, printed instore collateral and digital screen kits, programmatic digital, how-to videos (POS and owned channels), tech videos, , retail education cards, influencer seeding, swag REVIEW in-app point of sale and OOH POS
Website homepage
Posters
Instore posters
Social
Social
Social
Social
Social
Sales Spec Sheet
Retail Cheat Sheet - Cover
Retail Cheat Sheet - Back
Product Guide Intro
Product Guide Education
