2018–2020 · Client: MOXIE
MOXIE: Built to scale
I cut my teeth in cannabis at MOXIE, helping a lean team launch products, build a content engine and connect with retailers, budtenders and the community. I built Team MOXIE, an early budtender education platform, supported launches including MOXIE Dart, and helped the brand expand across four states: 10 social accounts, 200K+ followers and 2M+ impressions a month.
For MOXIE Dart in 2019, we built the buzz and hit the road with a scrappy, hands-on go-to-market plan: creative storytelling, influencer marketing, budtender education and retail roadshows. And MX, MOXIE’s louder little sibling, brought quality concentrates to the culture at more accessible, everyday prices.
What I did: product launches · content studio · social + community · trade education · budtender engagement
2020–2021 · Client: C4 Distro
M.P. Glassworthy, Triple J and Ace High
For C4 Distro, I gave three very different brands their own voices. M.P. Glassworthy remixed Renaissance art with stoner humor, a highbrow-meets-lowbrow voice that made a quirky premium indoor flower brand impossible to scroll past. Triple J Mini Joints got a campaign of funny ’70s-inspired memes, and a distinct attitude, to stand out in a crowded pre-roll category.
With Ace High, we turned an overlooked category into a lifestyle brand celebrating the love of rolling. We made fine cut cannabis cool by positioning it as an affordable complement to premium flower, under one simple idea: Roll Fatter. Then we launched the Ace High Rolling and Bowling Teams. More than 500 consumers and budtenders joined, with membership cards, exclusive merch and a steady stream of content they made themselves, and we took the idea to campus with the UCLA Rolling Team.
What I did: brand positioning · brand voice · content + campaigns · community building · ambassador programs
2021–2023 · Director of Marketing, High Season
High Season and Gratitude: Never stop growing
High Season was my first brand-side Head of Marketing role. I led brand, portfolio, packaging and go-to-market for a vertically integrated premium indoor flower brand, from our own cultivation to our own dispensary, built on quality, variety and freshness: 90,000 square feet of indoor cultivation, three rooms harvested every week, 40+ strains, and 60 retail doors in 60 days.
We built it for the budtender. We organized 40+ strains into six terpene-driven flavor families (Jack/Haze, Sweets/Dessert, Cookies/Cakes, Exotics, Purps and Gas/OG) so budtenders could make better recommendations and consumers could find the right flower. Top-lid labels put dominant terpenes, harvest date and genetic lineage front and center.
Gratitude, cultivated by High Season, was an accessible indoor flower brand for everyday consumers that didn’t compromise on quality. A tiered portfolio of 4g Trees and 4g, 10g and 20g Smalls turned more of every harvest into branded products at prices everyday smokers could afford.
What I did: brand positioning · product + portfolio · packaging system · consumer insights · go-to-market
2023–2026 · VP of Marketing, Glass House Brands
Glass House Farms, PLUS and Allswell
I joined Glass House Brands as VP of Marketing, leading a portfolio of brands at a publicly traded, vertically integrated operator. At Glass House Farms, we refreshed the brand, packaging and portfolio around its California-grown identity, and humanized the company with storytelling about the people and passion behind the plants.
We evolved PLUS with solventless rosin, bold new flavors and functional formulations, giving consumers more ways to find their just right. The PLUS Sleep lineup grew from three to five SKUs, with THC, CBN and CBD formulations for different sleep needs, including Deep Sleep 1, a product concept I originated and championed.
And I helped turn Allswell, an overlooked value brand, into California’s #1-selling flower brand by units in 2025 (source: Headset). We refreshed its identity, packaging, labeling system, merchandising and go-to-market, and shaped the product portfolio around consumer demand.
Behind all of it was a small team with a big job. I built and led a lean marketing team serving the whole business: brand and product launches, sales, retail, investor communications and internal culture. With limited spend, we focused on clear priorities, simple systems, strong creative and cross-functional support that helped the organization move faster.
What I did: positioning · product + portfolio · brand storytelling · trade marketing · go-to-market · team leadership
