BLACKBIRD
VP OF  MARKETING
2015 - 2019

First to Market →
$50M Acquisition


Blackbird is a technology company that provides software and operations solutions to facilitate distribution offering cannabis operators a complete supply chain solution. Their value proposition is centered on relieving operational pain points and solving complex technical issues every day.

CHALLENGE

Navigating a highly regulated industry with strict marketing restrictions, including a ban on digital paid advertising and the requirement for all marketing campaigns and materials to undergo laborious state regulatory approvals. Adding to the complexity, Blackbird served B2B, B2BC, and B2C customers, each with unique needs across the supply chain.

OUTCOME

Blackbird’s success was driven by a robust strategy that combined innovative brand architecture, seamless execution, and industry-first solutions. My leadership in building the team, connecting the ecosystem, and delivering transformative results solidified Blackbird’s position as a dominant force in the cannabis industry, culminating in a $50 million acquisition in December 2018.

ROLE

Responsible for brand direction, core development, customer research, campaigns, content marketing, advertising strategy, go to market, team building, activations, and investor relations.

 My contributions, from concept to market dominance:
  • Developed the brand voice, visual identify, positioning, and communication strategy to unify messaging across diverse audiences
  • Executed campaigns spanning social media, email, SEO, investor relations, and more to amplify reach and engagement
  • Recruited and led a team responsible for executing strategies from launch through sustained operations, ensuring long-term success.
  • Developed a cohesive narrative that simplified Blackbird’s complex supply chain solutions, facilitating customer acquisition and retention
  • Created the Discover platform to feature news, art, education, culture, and product trends, blending value-driven content with sponsored brand partnerships
  • Spearheaded BlackbirdGo’s targeted advertising and loyalty programs, enabling retailers to drive recurring purchases while generating additional revenue streams

RESULTS
  • Secured 95% market share, working with over 250 wholesale and retail cannabis operators in Nevada and California
  • Transported an average of $30 million in wholesale cannabis every 30 days
  • Acquired 120,000+ users (1.2M monthly visits) on BlackbirdGo’s consumer marketplace for delivery and pickup 
  • Users that shopped via BlackbirdGo’s consumer marketplace 
  • Scaled the team from 10 to 130+ employees, expanding operations across Las Vegas, Reno, Los Angeles, San Diego, San Francisco, Oakland, and Santa Rosa
  • Collaborated with Nevada regulators to build the state’s first sanctioned track-and-trace software, ensuring compliance and setting industry standards



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