Company: Trulieve
My Role: Sr. Brand Manager
Timeframe: 09/20 - 02/23
Overview:
Momenta is a mission-driven wellness cannabis brand in need of a strategic market launch and a refreshed identity to better align with evolving consumer needs. I led the brand’s go-to-market execution, rebranding efforts, and marketing innovation, helping Momenta stand out in a saturated space while aligning with strict regulatory requirements.
The Challenge:
As a new player in a highly regulated and rapidly evolving industry, Momenta needed to define its identity, educate stakeholders, and engage customers across diverse state markets. It also required a comprehensive marketing infrastructure to compete with established brands.
The Strategy and Execution:
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Spearheaded brand re-launch with updated identity, positioning, and campaign strategy.
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Designed and implemented integrated marketing strategies across digital and physical channels:
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Email & MMS programs
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Social media campaigns
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Website optimization
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Paid and earned media
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Field activations
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Led the company’s first celebrity brand ambassador partnership, increasing visibility and cultural relevance.
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Advanced the brand’s paid and earned media strategy, setting new benchmarks in cannabis marketing.
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Collaborated with state officials and trained regulatory compliance officers, establishing best practices that influenced agency rules and industry standards.
The Results:
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Successfully rebranded and positioned Momenta as a purpose-driven leader in wellness cannabis.
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Developed omni-channel campaigns that improved brand awareness and consumer engagement.
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Elevated Momenta’s credibility with first-of-its-kind regulatory partnerships and celebrity ambassador activations.
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Contributed to industry evolution by establishing frameworks that became compliance standards in emerging markets.
Final Thoughts and Next Steps:
Momenta’s rebrand and market launch not only strengthened its position within the cannabis industry but also helped shape the standards by which emerging brands operate. With a strong identity and forward-thinking strategies in place, the brand is poised to deepen customer relationships and expand its presence across new markets.