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Marketing Leader
LOOKING FOR:
Permanent
YEARS OF EXPERIENCE:
14
EXPERTISE:
Building marketing and retail operations

Cassandra Cannabis Marketing Leader with over a decade of experience.

Relevant Skills

Driving strategic marketing planning, planning and execution for all aspects of consumer communication , creating brand identity

Expertise Summary
  • Cassandra is a seasoned Cannabis Marketing Leader and was promoted to build marketing and retail operations for 14 stores in 5 states.
    • She spearheaded business development, marketing, and operations, with accountability for P&L budget and quarterly forecasts (with Finance).
    • She developed an annual strategic roadmap aligned with business goals.
  • Cassandra developed 3 brands with up to 50+ SKUs and led the launch of the flower and concentrates brand in 3 states.
    • Drove strategic marketing planning and leveraged multi-channel marketing campaigns with cross-functional stakeholders both internally and externally, steering new product launches.
    • She owned the planning and execution for all aspects of consumer communication including messaging, go-to-market strategy, product launches, customer-facing marketing communications, and campaigns.
  • Cassandra was responsible for creating the brand identity and designing the dispensaries’s layouts and finishes.
    • From 2021-2023, she opened 12 stores in 5 states and built, led, and developed a team of 250+ sales staff, ensuring long-term employee retention through career mentoring, training, and development.
    • Additionally, she established and measured KPIs around customer acquisition costs and retention.
  • As VP of Marketing and Retail, Cassandra was responsible for creating and implementing SOPs as well as training district managers and store managers, and as a result streamlined operations across all stores–she generated $22M+ in revenue.
    • She increased sales revenue, growing the portfolio by 71%, and on pace to grow revenue by 51% from $22M-$43M from 2022-2023.
    • Under her leadership, dispensaries were recognized for awards in many markets.
  • Working with the same MSO, Cassandra was hired to direct and manage strategic relationships with creative partners and lead brand strategy, branding, web design, packaging, campaign concepts, art direction, and marketing collateral.
    • She led corporate entity rebranding in addition to the creation of 4 consumer brands.
    • She was responsible for developing and maintaining full-funnel marketing programs and strategies that included creating and maintaining sales materials, including pitch decks, marketing kits, one-pagers, sizzle reels, and case studies, ensuring consistency across brand voice and visual identity.
    • She drove the planning and execution of all aspects of consumer communication including messaging, go-to-market strategy, product launches, customer-facing marketing communications, and campaigns.
  • Cassandra also had roles as a Marketing and Sales Manager in Las Vegas with a top cannabis company where she managed 150+ wholesale accounts in Nevada and Arizona.
    • She led the art direction for web design and app development.

2022 Tri-State Cannabis Salary Guide

Salary guide download for the Tri-State cannabis market

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2024 Cannabis Industry Salary Guide

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