Two successful serial entrepreneurs wanted to enter the cannabis space with the category’s first nationally branded THC beverage. They had developed a ground-breaking mobile, co-manufacturing plant to work around the category’s state-by-state legal complexities, but they had no experience building a CPG brand. Although we recommended that they employ a full-time marketing hire out of the gate, the founders felt that the Timeshare VP of Marketing™ option was the best route for the initial launch phase.
- Name the brand and develop packaging in just 4 weeks
- Develop a marketing plan that could accommodate both medical-only and recreational-use states
- Execute the plan with no FT headcount
- Identified and hired an agency so excited about the cannabis space that they were willing to develop brand name and packaging in a breakneck 4 weeks – Thank you SRW!
- Developed a draft positioning statement based on secondary research to guide initial marketing efforts
- Conducted primary research to refine positioning statement and brand essence
- Managed website development: https://drinkwynk.com
- Hired social media agency – Thank you Sircle! And follow their great work for Wynk on Instagram @drinkwynk
- Hired event agency – Thank you On the Avenue!
- Hired media buying agency – Thank you Generator Media!
- Managed and led all marketing activities and agencies including development of a 5mg product line
- Collaborated with field sales team
- Currently partnering with founders to hire FT marketing team. Know anyone great? We’re looking for a Senior Brand Manager_Wynk and a Director of Marketing_Wynk. Qualified applicants should send resumes to firstname.lastname@example.org. Please do not have anyone reach out to Argentum.
- Differentiated brand versus all major competitors
- Launched brand in three states: OH, MA, AZ
- Brand rolling out to an additional ten states by year-end