Challenge

Operating in the fast-changing cannabis industry meant navigating frequent sales shifts, evolving compliance rules, and audience sensitivities, all while maintaining a cohesive, trusted brand image. Fluent needed stronger creative direction across campaigns and a refreshed digital strategy to boost engagement and conversions.

Strategy

I took initiative to overhaul our email marketing approach, introducing more consistent visual standards, refined messaging, and segmented audience targeting. Beyond digital improvements, I focused on integrating recognizable cultural touchpoints and Florida specific creativity into campaign design, helping Fluent stand out in a crowded market.

Execution

• Led the visual direction for “Flower Power Hour,” one of Fluent’s most successful promotions, defining its bold, energetic aesthetic and campaign assets across digital platforms.

• Designed and launched “Cart Week,” a Shark Week inspired promotion that cleverly played off the Jaws visual identity, creating instant familiarity and excitement among Florida customers.

• Developed cohesive visual templates and brand systems to improve speed and consistency across marketing channels.

• Collaborated with marketing and sales teams to ensure creative remained compliant, flexible, and responsive to real-time rule or pricing changes.

Results

• Improved email engagement metrics through strategic design and targeted communication.

• Drove record participation and conversions during Flower Power Hour.

• Strengthened overall brand cohesion and adaptability, helping Fluent communicate more effectively in a fast-paced, regulation-heavy industry.