Company: Trulieve
My Role: Sr. Brand Manager
Timeframe: 09/20 - 02/23
Overview:
Roll One was a well-established brand in the cannabis industry but needed strategic leadership to optimize its marketing, sales, and production efforts. As Sr. Brand Manager, I oversaw the brand’s day-to-day operations, driving $50M+ in annual revenue while spearheading product development and market expansion.
The Challenge:
Roll One operated in a highly competitive and evolving market. The brand needed to expand its product offerings, enhance its marketing strategies, and refine its positioning across multiple state cannabis programs while maintaining compliance and profitability.
The Strategy and Execution:
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Led the development of seven new product lines, using customer feedback, social listening, and market trends to fill key gaps.
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Managed the brand’s marketing, production, and sales efforts, ensuring cross-functional teams aligned with growth objectives.
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Developed a $2M+ annual brand plan budget based on projected revenue and gross margin approvals.
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Crafted and executed integrated omni-channel marketing campaigns, incorporating:
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Email & MMS programs
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Social media campaigns
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Field activations
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Website optimizations
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Paid and earned media
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Collaborated with cross-functional teams to align product roadmaps and marketing strategies across six state cannabis programs.
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The Results:
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Successfully managed $50M+ in gross revenue through strategic brand oversight.
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Launched seven new product lines that addressed market demands and expanded brand offerings.
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Developed and implemented a data-driven marketing strategy, improving customer engagement and brand loyalty.
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Strengthened Roll One’s position across six state cannabis programs, ensuring regulatory compliance while maximizing market impact.
Final Thoughts and Next Steps:
The strategic initiatives implemented for Roll One positioned the brand for sustained growth in a competitive market. With an expanded product portfolio and data-driven marketing approach, the brand continues to build on its success. Future opportunities include refining digital strategies and exploring new market expansions.
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