Marketing Executive
Digital engagement, advertising, and ROI generating programs


Relevant Skills

Restructuring process to focus on consumer engagement, Developing a multicultural strategy , Executing, delivering, and developing sales growth

Expertise Summary
  • Frances is an energetic Marketing Executive who led the development of strategies in various industries, including the cannabis industry.
  • As VP of Brand and Marketing for a vertically integrated cannabis company in Massachusetts, she built a system that transformed digital engagement and advertising.
    • Frances restructured the process to be more agile and focused on building consumer engagement with more storytelling and personalization.
      • In 6 months, the company grew its customer database from 16,000 to 47,000+ (a 340% increase in record time).
  • She reshaped the marketing organization and designed a marketing strategy focused on ROI-generating programs led by consumer insights.
  • Frances successfully negotiated the first-ever 3-year stadium advertising and promotional sponsorship deal for a cannabis brand.
  • Frances was also a Director of Global Brand Strategy and Marketing for a multinational toy and board game company.
    • Her job was to bring smiles to children everywhere, promoting their most iconic brands.
    • She also developed a multicultural strategy to raise incremental sales by $1 billion in 5 years which was presented to the C-suite and quickly implemented.
  • As the Head of Marketing and Innovation for a premier beer company, she was instrumental in launching a pivotal campaign.
    • This hugely successful campaign led to the drastic positioning shift from “your father’s beer” to “the cool beer to be seen with.”
    • Also, she was instrumental in securing a multi-year international sponsorship, bringing hundreds of consumers to one of the world’s most popular festivals.
    • She also developed, executed, and delivered 30% sales growth.

2022 Cannabis Industry Salary Guide

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