CORPORATE COMMUNICATIONS
THE CHALLENGE
Organigram needed to elevate its corporate profile to reflect its rapid growth, increasing global reach, and leadership within the sector. Our goal was to position Organigram as a credible, future-facing voice in cannabis, trusted by investors, respected by policymakers, and recognized by media. The challenge was to cut through the noise dominated by legacy players like Canopy and Tilray, whose struggles often shaped the industry narrative. We needed a clear, consistent communications strategy that would enhance brand perception, earn media attention, and engage key stakeholders both internally and externally.
WHAT WE DID
To meet these challenges, we launched a series of high-impact initiatives aimed at strengthening Organigram’s corporate reputation, expanding our reach, and reinforcing our leadership position in the cannabis industry. These efforts spanned strategic media engagement, brand transformation, and M&A communications.
Increased Share of Voice
We grew Organigram’s corporate share of voice from fourth to second position year over year. This was achieved through a focused communications strategy, campaign-led storytelling, and sustained earned media coverage in Tier 1 national and political outlets. The effort generated over 4 billion impressions and significantly increased our visibility with investors, policymakers, and industry stakeholders.
Corporate Rebrand
I led communications plan for the Organigram Global rebrand, including a website redesign, a refresh of internal and external channels, and a coordinated media rollout. Highlights included a CEO interview on BNN Bloomberg, exclusives in the Toronto Star and Canadian Business. The campaign culminated in a celebratory event with over 100 analysts, media, partners, and employees.
Motif Acquisition Announcement
Together with the SVP of Corporate Affairs, I co-led the communications strategy for the acquisition of Motif Labs, delivering a unified internal and external rollout across six locations. The announcement earned 457 media mentions and a reach of 395 million. Coverage included Marketwatch, Benzinga, key cannabis trades, and a Canadian Press story syndicated to 67 outlets.
MY IMPACT
As the head of corporate communications, I developed and executed strategic initiatives that significantly raised Organigram’s media presence, stakeholder engagement, and brand credibility. I partnered with senior leadership and our agency team to ensure communications aligned with business objectives and investor expectations. From growing our share of voice to elevating our corporate rebrand and co-leading a major acquisition announcement, I helped position Organigram as one of Canada’s most visible and respected cannabis companies.
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