It’s extremely difficult to be a successful startup in any industry, but none more so than cannabis. Jetty Extracts is one of the top 5 selling cannabis brands in California. Despite being completely legal and compliant, many vendors will not work with a cannabis company. Digital marketing tactics most companies take for granted such as advertising, social media, and e-commerce are not available or in constant danger of being shut down without warning.
Jetty Extracts’ business model is analogous to a premium liquor brand. They take raw plant material and using proprietary techniques distill it into concentrated oils. As a brand, Jetty is legally barred from selling directly to consumers, so they have to compete for retail space in dispensary stores and e-commerce.
The customer experience is complex and presents many hurdles to buying. To solve this we used a combination of marketing technology, brand marketing, content, and customer funnel optimization.
I built, integrated, and optimized a marketing technology stack including a Shopify website, CRM, marketing automation, product information management system, merch e-commerce, analytics, social channels, email marketing, content marketing, SEO, and a direct to consumer (DTC) store.
Leveraging the tools of the marketing technology stack in combination with marketing and sales campaigns, I optimized the customer funnel to convert users to the store locator, DTC store, or to emails in the CRM.