At Curaleaf, I led social listening and consumer insights initiatives, leveraging tools like Meltwater alongside manual monitoring of Twitter, Reddit, investment platforms, news releases, Google Alerts, and competitor activity. By analyzing audience sentiment, tracking industry trends, and identifying emerging conversations, I provided actionable insights to cross-functional teams.

These efforts informed strategic content creation, messaging, and proactive brand responses, helping to strengthen consumer engagement, address potential concerns, and maintain Curaleaf’s competitive edge in the cannabis industry.