Abi Roach Email & Phone Number

Kelowna, British Columbia, Canada

Toronto, Ontario, Canada

Strategic brand and marketing in legal canna

St Thomas, Ontario, Canada

Create and implement a brand product innovation & assortment strategy. Marketing strategies which ensure that brand storytelling drives customer traffic and is consistentLead the planning team to determine new areas of growth, rank and plan the line, set pricing strategy and interpret and act on our sales dataBuild marketing plans and budgets for the smooth operation of marketing campaigns.Lead social media team to create marketing campaigns and strategize them such that they align with the business objectives.Lead team to create and monitor an advertisement on various platforms keeping the business vision aligned.Monitor the team goals and their execution keenlyEnsure that the website, promotional material, marketing campaign strategy are updated on a regular basis.Lead team in creating monthly reports & budgets for the marketing departmentIdentify opportunities to reach new market segments and expand market share.Research about the latest cannabis innovations & marketing strategies and excel in marketing endeavors competitively.Drive product creation that differentiates from the competitionCollaborate with design, marketing, and production on a product strategy that is both commercially viableDevelop roadmap and line plan to strategically drive business resultsLead Merchandising to develop product assortments for the brand and build long-term business strategies;

Toronto, Ontario, Canada

The Senior manager of Product Initiatives, serves as the key product knowledge expert and contributes to various initiatives within the OCS merchandising, marketing & channels teams to best present & curate cannabis products to Ontario’s cannabis consumers.Taxonomy & product attribute road mappingPricing strategy Marketing via unique consumer segmentation Digital E-commerce consumer journey Cannabis culture Specialist

Toronto, Ontario, Canada

pre rolls / concentrates / accessoriesControl the P&L for 3 categories which represent over 25% of all cannabis sold in Ontario. Managing vendor relationships as well as the catalogue assortment.Working closely with cannabis producers in product development, innovation and go to market strategies Utilizing my 20+ years of real cannabis marketplace experience, to ensure the organization is inclusive and in line with cannabis culture.Training co-workers and vetting content for cannabis accuracy Support supply chain, QA, content, marketing and all other departments to ensure accurate supply management and merchandising.Increase margins and share through pricing & consumer segment strategy Monitored market conditions to set accurate pricing structures and take advantage of emerging trends.

Toronto, Ontario, Canada

As senior product manager of merchandising, I worked with the entire customer team to ensure excellent product delivery in line with the market needs. Utilizing my wealth of knowledge about cannabis products and cannabis culture.analyze market trends, develop sales, price and profitability strategies, recommend improvements and identify opportunities to increase revenue. With a focus on strong customer service and analytical data.Develops assortment framework by identifying potential products; conducting market research; generating product requirements to build out an assortment that will drive the mandate of capturing share from the illegal market.Created the original product process & project managed the entire provincial product call for 2 cycles, on boarding over 1000 products into the provincial catalog.Determined & assessed customers' needs from the legacy market; identifying gaps in legal assortment and pricingRecommended the nature and scope of present and future product lines by reviewing product and requirements with the category management team; appraising new product ideas and/or product or packaging changes.Assessed market competition by comparing the company's product to competitors' product and overall marketProvided input to product line communications by providing insight on product marketing communication objectives.Identified strategies to drive product market share by working with merchandising + brand directors to develop product sales strategies.Assisted in assessment of product pricing, quality improvement to increase value propositionContributed to defining quality and product tier segments including but not restricted to craftHost, producer and creator of the OCS Budtender sessions. An online tv show which connects cannabis producers directly with Budtenders, through creative education and interactive formats. Identified content opportunities to drive messaging to support legal framework

Toronto, Ontario, Canada

Strengthened the NORML organization by leading implementation of new projects and procedures.Planned and implemented strategies to increase funding through various approaches.Established and oversaw strategic mandates and streamlined operations.Established clear and effective policy direction for the organization post legalizationMedia & public relationsEvent planning and managementPublic speakingLobbying on all levels of government in Canada & US

Toronto, Ontario, Canada

Created, executed and operated groundbreaking experiential cannabis retail, brand & marketing strategies Longest operating cannabis lounge in North America HOTBOXFirst ever fully marketed Bud & breakfast operating out of Jamaica. HOTBOX JAMAICA Experiential, portable, product marketing consumption lounges Cannabis marketing magazineVarious Hotbox ventures, retail & experiences All intellectual property TMOversaw merger of 4 companies including assets and intellectual propertyFollowed by the successful sale of the company and its assets:Managed supply chain, purchasing and category management Designed cannabis CPGs and private label brandsPromoted company public profile by delivering speeches, writing articles and presenting at industry conferences as public face of organization.Collaborated with company partners to develop and actualize strategic plans to advance company's mission and objectives and promote revenue, profitability and growth.Directed and oversaw capital improvement projects.Led startup and opening of cannabis accessories & experiential retail business and provided business development, creation of operational procedures and workflow planning.Oversaw category management and purchasing of accessories, cannabis experiences and education departments in early years of business, establishing core values and operational mindset to establish solid foundation of principles Developed organizational vision, mission and foundational structure to facilitate early growth.Recruited exceptional job candidates via diverse traditional and digital routes for suitability for key positions.Revitalized business plans and realigned company objectives to increase overall profits.Maintained up-to-date knowledge of all statutory requirements and regulations.Developed unique marketing and retailing concepts in Cannabis accessories

Mba Fundamentals, Business Administration And Management, General

managerial skills & insight to make strategic operational decisions Rotman School Of Management - MBA ESSENTIALS macroeconomics.

Graphic Design

Graphic Arts, Computer Graphics