Heather Rodman Email & Phone Number

Oceanside, Ca, Us

Austin, Us

Long Beach, Ca, Us

Long Beach, Ca, Us

Los Angeles, California, Us

Los Angeles, California, Us

Lead marketing and sales strategy for a vertically integrated cannabis company - retail, wholesale, distribution, and manufacturing. Part of a five person executive team. Marketing: Lead marketing strategy and execution across the organization including retail, brands, distribution, and corporate. Cross functional collaboration to ensure successful go-to-market execution, legal compliance, and meeting KPI’s. Digital: Focus on customer acquisition via digital as part of an omni-channel strategy. SEO, SEM, PR, SMS, Email, websites, 3rd party digital platforms, GMB, Yelp, TripAdvisor, Weedmaps, Leafly, and more. Manage social media including strategy, content creation, compliance, community management, and more.Retail: Relaunched The High Note East including complete store remodel, customer experience overhaul, and large scale launch event. Create and manage omni-channel sales and marketing strategy for 2 locations. Work closely with Director of Retail to ensure alignment on products, messaging, and priorities. Led implementation of ecommerce for in-store or curbside pickup. Branded merch for retail locations with influential artists.Brands: From concept to market and beyond – named, developed brand ID, positioning, brand assets, training assets, marketing plans, sales materials, in-store displays, go-to-market strategies, and more for 3 new and distinct brands - Ervana (eco-conscious), Amigo (price conscious), Coalition (connoisseur). Product Development: Work directly with vendors and internal manufacturing team to develop custom packaging and hardware for our products including flower, pre-rolls, vape, concentrates, and edibles. Manage COGS and pricing, production timelines, internal approval, consumer research, and design process. Managed innovation process from feasibility study, to sampling, to execution. Sales: Manage sales team day to day - reporting, training, inventory management, sales program development, sales support materials, and more.

Brand Management: Owned the brand strategy, programming, positioning, and execution of multiple brands. Directed 3rd party packaging design agencies. Managed packaging vendors and worked with legal team to ensure compliance with ever changing laws. Worked closely with the sales team to develop selling tools, training materials, in-store displays, and more to drive sell in and sell through. Managed outside creative agency to produce product, brand and corporate videos. Produced many small scale shoots throughout the year to support marketing and sales initiatives.New Brand Creation: Concepted and launched two brands from scratch to capture two different consumer groups: Dime Bag (price conscious) and Loudpack Legacy ("wholefoods consumer"). Worked cross functionally to ensure successful execution. Product Launch: Produced photoshoots. Wrote copy for all brand materials and product descriptions, worked closely with legal on compliance, worked with internal and external art teams on asset creation, created packaging instructions for the facility, managed packaging and printing vendors on execution, collaborated with sales on launch plans, managed messaging through digital channels, directed PR agency on media messaging. Consumer Research: Worked with 3rd party research company, focus groups, and syndicated data to drive brand direction. Digital & Social Channel Management: Drove the web development process for Loudpack corporate as well as brand pages for Loudpack, Loudpack Legacy, Dime Bag, and more. Managed 3rd party SEO and web optimization agency. Led development of email marketing campaigns. Managed social media team to create and execute social strategy and implement posting calendar.PR Management: Vetted and secured a PR agency to support our brand and corporate PR needs. Worked with the PR agency to execute around high points, product launches, and key messages throughout the year.

San Antonio, Texas, Us

-P & L responsibility for both brands-Brand strategy, programming, identity, and execution. -Directing all brand marketing including social/digital, partnerships, events, influencers, content creation, PR, packaging, communication, and POS. -Negotiating and developing brand partnerships and associations. -Managing cross-functional teams to deliver brand relevant marketing platforms and sales programming to drive growth. -Driving brand innovation and R&D - both packaging and liquid innovation. -Representing both brands in key top-to-top retailer meetings and distributor meetings. -Managing overall health, identity, and direction for both brands while reporting regularly on KPIs.

Gatlinburg, Tennessee, Us

Strategic partnerships and national marketing programs in music, lifestyle, traditional sports, and motorsports including Live Nation, Dierks Bentley, Harley-Davidson, Cincinnati Reds, Professional Bull Riding, Sturgis, and more. Responsibilities include contract negotiation, budget management, strategic planning, social/digital/communication planning, licensing management, event activations, POS and retail program planning, program evaluations based on key KPIs, and collaborating with all internal departments to best leverage partnerships and assets.

Los Angeles, Ca, Us

• Management of key marketing initiatives in Motor Sports including Motocross, Rallycross, NASCAR, Snocross, Off Road Racing, Pro Bull Riding, and Endurocross. Responsibilities include contract drafting, athlete and influencer management, social media strategy, internal reporting, key sales decks and communications, video projects ranging from web series to in-store support to mainstream commercials, retail activations, consumer sweepstakes, and brand partnerships.• Management of partnership with Harley-Davidson including key event production, retail activation, consumer sweepstakes, content production including photo and video shoots, POS planning and creation, athlete/partner featured video projects, PR, digital, traditional and social media, custom bike builds, managing 3rd party agency, and internal communication and reporting.• Management of lifestyle property “Inked Up World Tour” including concept and creation, strategic brand partnerships, consumer sweepstakes, event production, on-site activation team, PR, digital, traditional and social media, and artist activation. • Management of product placement for film and television including working with prop houses and various 3rd party agencies. Key placements include Ironman 3, Grown Ups 2, Internship, True Blood, Weeds, and many others. • Management and coordination of Brand Licensing including apparel, footwear, motocross gear, eyewear, protective gear and hard goods. Responsibilities include contract drafting, financial reporting, and management of joint marketing initiatives.

Us

Creating and executing the social media strategy for Europe including launching Facebook page and blog, running a launch contest through third party applications, developing content and strategy for future procurement of content, optimizing Facebook and blog for usability and marketability. Creating presentations for retailer training and team photoshoot. Assisting with POP planning and production. Managing work flows and calendars for art requests. Updating email newsletter and writing press releases.

Des Moines, Ia, Us

Coordinating all on-site activations in the greater San Diego area as well as occasional travel to outside markets. This included hiring and training promo models and staff, ordering POP, creating relationships with accounts, maintaining and operating high tech camera equipment and computer components, and working with clients such as Svedka Vodka, Vueve Cliquot, Virgin, Verizon, Toyota and more.