DIGITAL MARKETING
BRAND BUILDING

THE CHALLENGE

SHRED, a leading cannabis brand with over $250 million in annual retail sales, needed a data-driven digital marketing strategy to protect and grow its leadership in an increasingly competitive market. The objective was to increase brand engagement, expand share of voice on social media, and enhance campaign performance, while ensuring that paid media investments translated into measurable conversions.

WHAT WE DID

I developed and executed a comprehensive digital marketing strategy that established SHRED as the most engaged cannabis brand on Instagram and Twitter/X. We achieved a 35 percent share of voice and delivered twice the number of impressions as the next-largest competitor.

Our paid media campaigns generated 28 million impressions with a blended CPM of $1.41 across Twitter/X and Reddit. Of those who landed on our pages, 33 percent clicked the “buy now” button, a clear signal of purchase intent.

To deepen retail engagement, I optimized SHRED’s bi-annual retail/digital contest using a continuous improvement strategy that leveraged email, influencers, and paid media. Participation rose by 39 percent. Our consumer email campaign outperformed industry benchmarks, achieving a 45 percent open rate and a 5 percent click-through rate, engaging over 2,000 subscribers.

MY IMPACT

I led SHRED’s digital marketing strategy and worked closely with brand, digital and trade marketing to ensure alignment across retail, organic social, paid media, email marketing, and influencer campaigns. Drawing on performance data and audience insights, I continuously optimized our strategy to drive engagement, visibility, and conversions. By integrating strategy with performance analytics, I helped elevate SHRED’s digital presence and set a new benchmark for brand engagement in the highly regulated cannabis sector.