As the Marketing Director for Doobie Nights, a unique experiential dispensary in Santa Rosa, I lead and manage all aspects of digital and in-store marketing, building a solid community that has resulted in steady growth in loyalty subscribers, website traffic, social engagement, great returns on ad spends, and a loyal community that returns to the store to shop and attend events.
In a competitive and challenging market, Doobie Nights has weathered the storms since they opened in late 2019, and I have been there to steer the brand, advise the leadership team and create a strong brand voice and visual identity across communication channels like web, email, social, local community engagement, mobile apps, events, brand collaborations, sales strategies, mailers and print.
Over the years at Doobie Nights I have accomplished many things I’m proud of, working up from a Marketing Consultant to Manager to Marketing Director overseeing all aspects of the store’s communications and digital presence.
- Created social media strategy and content that resulted in engagement rates of 5%+
- Helped build a robust loyalty program and communications strategy, including several platform migrations and email list optimizations, resulting in steadily improving email deliverability and open rates consistently exceeding 60%.
- Customer and vendor communications across multiple touchpoints, growing our loyalty membership to almost 15,000.
- Led website redesign projects as creative director and project manager, working with the development team and authoring or editing all website copy as well as helping to choose the tech stack and integrating platforms. Our move to a native ecommerce solution improved SEO performance and increased traffic to over 10k monthly followers, with consistently growing traffic and conversions.
- Led event planning and production for many successful in-store and offsite industry events, strengthening our brand’s visibility and reputation in the community and increasing sales volume at the store during events. We have also hosted and gotten involved in our local Chambers of Commerce and collaborated with Visit Santa Rosa to be part of the Santa Rosa Cannapass, a tourism app that I developed with Applegarth Strategies to create for Visit Santa Rosa to guide travelers to local dispensaries.
- Created in-store signage, screen graphics and product merchandising displays that showcased our products and specials for consistent sell-thru and customer education.
- Led marketing strategy and operations, including managing advertising and vendor relationships. Built a Partner Marketing Deck and tracked vendor sponsored in-store activations, bringing in thousands of additional annual revenue by selling in-store ad space to our brand partners.
- Designed all advertising and outreach efforts: from building our email list to designing ads for local publications, creating mailers to designing digital banner ads, and tracking data and performance along the way so we could make informed budget decisions.
If you’re ever in Santa Rosa, I highly recommend swinging by this unique locally owned dispensary. They are opening an adjacent coffee shop and events space soon as well, and I’m proud to have influenced their trajectory towards being a true community hub.
