Marketing Director
LOOKING FOR:
Permanent
YEARS OF EXPERIENCE:
10
EXPERSTISE:
High-volume cannabis publishers, programmatic ads, and sponsored articles

Fynn

Relevant Skills

Defining and executing campaigns , Finding specific niches to drive retention, Driving a clearly articulated digital marketing strategy

Expertise Summary
  • Fynn brings extensive experience to his current role as the Director of Digital Marketing for a cannabis company, where he is responsible for driving impactful marketing programs for three brands.
    • He is responsible for defining and executing campaigns that have a tangible impact on consumer behavior to drive KPIs throughout the purchase funnel at both retail and DTC.
  • At a cannabis company, Fynn launched a profitable DTC delivery business within 4 months of being hired, driving a 5% conversion rate, $171 AOV, and 40% reorder rate MoM.
    • Using insights gleaned from the launch, he was able to find specific niches to drive retention and net new customers.
  • He drove a clearly articulated digital marketing strategy for a video-based campaign designed to drive greater consideration of outdoor flower to cannabis consumers.
    • The campaign utilized connected TV, social influencers, high-volume cannabis publishers, in-store video, programmatic ads, direct marketing, and sponsored articles to improve consumer pull at retail.
    • Efforts from this campaign contributed to a 24% increase in consumer pull and continued lift after the program had ended.
  • While at one of the largest wine companies in the U.S., Fynn launched a crowdsourcing campaign that generated earned reach of 254M, 22,000 registered users, an average time-on-site of 2:20, and consumer pull acceleration that netted an increase of $835K in revenue.
  • Fynn conceptualized a consumer-facing promotion, encouraging wine aficionados and 40+ winery brands to advocate for the addition of a white wine emoji.
    • This program generated an incredible earned reach of 2.4B on a spend of just $100K.
    • He is the co-recipient of three cannabis awards.

2022 Cannabis Industry Salary Guide

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