Overview
STIIIZY is the #1 cannabis brand in the world, with retail and delivery operations across California, Nevada, Arizona, Michigan, and New York. As Digital Marketing Director, I lead all digital strategy across brand, retail, and delivery verticals.
The Challenge
When I joined, STIIIZY had strong brand recognition but inconsistent digital execution. Marketplace presence was fragmented, organic search was underperforming relative to brand scale, and the team lacked systematic workflows for content production and campaign management.
What I Built
AI-Powered Content Engine
Designed and implemented AI workflows for content generation, reporting automation, creative ideation, and audience analysis using Claude and custom prompt systems. The result: team production speed increased by 50%+ and reliance on expensive external agencies dropped significantly.
Marketplace Dominance
Led a full overhaul of our marketplace strategy across Weedmaps, Jane, Leafly, and Dutchie — including listings optimization, content quality, bidding strategy, and SEO integration. Marketplace share jumped from 3% to 10%+ within 6 months. Retail revenue doubled year-over-year.
Organic Search: 80% Growth in 6 Months
Engineered a content marketing strategy powered by AI-assisted production. Targeted high-intent cannabis queries with well-structured, authoritative content. Implemented technical SEO improvements across the full site. Result: 80% organic traffic increase within 6 months.
The 420 Campaign
Built and executed a full-funnel strategy for the industry's biggest sales event. SEO, paid media, social, email, onsite promotions, and lifecycle automation all coordinated around a single campaign architecture. Achieved 60,000+ organic visitors from top-ranking cannabis keywords during the campaign window.
64-Store Local SEO
Built a scalable local SEO system to manage Google Business Profiles, online reputation, and local citations for 64 retail locations across multiple states. Online pickup orders increased by 30%+ and delivery sales grew substantially.
Multi-State Expansion
Led digital and lifecycle marketing strategy for new state entries including Nevada, Michigan, and New York. Built cross-functional launch plans covering demand generation, partner enablement, marketplace setup, and retail support.
Shopify Plus Integration
Leading the revamp of Stiiizy.com integrating Shopify Plus with retail ecommerce, delivery, and the AlpineIQ loyalty platform — creating a unified customer experience across all channels.
Results
- 80% organic traffic increase in 6 months
- Marketplace share 3% → 10%+ within 6 months
- 60,000+ organic visitors from 420 campaign keywords
- 30%+ increase in online pickup orders
- 50%+ improvement in team production via AI workflows
- $6M+ marketing budget managed across all channels