BUILDING A B2B Community

THE CHALLENGE

With thousands of frontline staff influencing cannabis purchases across the country, Organigram needed a more scalable and efficient way to connect with budtenders — the key retail associates selling our products.

Traditional rep visits couldn’t reach every store, so we set out to build a B2B community that would engage, educate, and convert. The goal was to influence product recommendations, improve brand advocacy, and deepen product knowledge through consistent, digital-first communication.

WHAT WE DID

To build a more scalable, digital-first way to engage frontline retail staff, we launched Higher Ed — a B2B community designed to educate, motivate, and activate budtenders at scale. Through a mix of email, product training, contests, and platform partnerships, we established a high-performing channel for influence and advocacy.

Building the Platform

I led the development and execution of the Higher Ed strategy, a multi-channel B2B platform built around email, training, contests, and partnerships. In under two years, we had scaled the community to more than 4,300 active members. Migrating from Salesforce to HubSpot cut email spend by 60% and saved over $100K annually while improving automation and analytics.

Elevating Product Knowledge

With Spiffy, a budtender learning platform, we launched over 50 product modules and quadrupled brand engagement. SHRED alone recorded 6,000 course completions. Contests were critical in sustaining momentum, our first SHRED contest drew 1,500 entries, nearly doubling prior campaign benchmarks.

Driving Engagement

Email became one of our most effective and efficient channels for building relationships at scale. Our always-on strategy delivered a 42% average open rate, with standout campaigns like “Selling with Confidence” reaching 56%. Most messages exceeded 45%, and our best-performing knowledge-focused content achieved a 76% read rate

MY IMPACT

Together with my team, I developed and executed a strategy that increased willingness to recommend our products to 85%, and 92% of surveyed budtenders reported improved product knowledge. By aligning content, tools, and partnerships with frontline needs, I helped Organigram grow brand advocacy, build stronger retail relationships, and create a scalable foundation for future engagement.