Brand Marketing

Wiz Khalifa x Calma

In celebration of an exclusive product launch by Wiz Khalifa's brand, Khalifa Kush, at Gold Flora's West Hollywood location, Calma, I led pre-event content creation for digital channels and social coverage in partnership with their team and video coverage during the event. 

​Ahead of the recap video release, I conducted a strategic analysis of high-impact Wiz Khalifa-associated pages (500K+ followers) and coordinated a collaboration to amplify Calma’s Instagram reach and drive engagement for the location and product launch. The campaign was very successful, generating 348K video plays, 95.7K replays, and 1.7K shares.

As the lead for social media and content creation for Carlos Santana’s brand, Mirayo by Santana, in partnership with Gold Flora, I oversaw a key transition from sun-grown to indoor cultivation.

 

To effectively communicate this change to consumers and followers, I collaborated with an on-site Gold Flora videographer, creating a video production plan that aligned with both Mirayo's brand vision and my expertise in high-performing cannabis content. I then edited the raw footage to create an engaging, polished reel.

 

Upon posting, the Mirayo Instagram account had 11K followers. The video received impressive engagement for the page following at the time (9k total following), achieving 95K views and 2K+ likes.

Mirayo by Santana

Brand Messaging

  • I focused on consumer trends and competitor analysis to provide data-driven insights that refined brand positioning and messaging, driving consumer acquisition and engagement.

    This involved tracking market shifts, evaluating brand perception, and crafting strategies to boost visibility and resonance with consumers.

  • Leveraging my social media copywriting expertise, I collaborated with manufacturing, cultivation, sales and brand teams to craft product descriptions and advertising copy for each of Gold Flora’s four in-house brands.

Marketing Campagins

  • Supporting Gold Flora’s sixteen retail locations and four in-house brands, I created marketing materials for social media, press, digital ads, and print.

    Using Adobe Creative Suite and Canva, I developed engaging graphics and content that boosted brand visibility and complemented broader marketing initiatives and assets.

  • I coordinated across multiple teams to ensure synchronized, same-day launches of campaigns and product releases, proactively providing updates and resolving roadblocks.

    By streamlining communication and timelines, I helped maintain consistency and drove efficient execution in a fast-paced, evolving environment.

Engagement

  • As part of my social media strategy, I actively engaged with consumers by monitoring and resharing tagged content, commenting, and driving interaction across six retail profiles (representing 16 locations) and four in-house brands. I also engaged with key posts from brands, influencers, and tastemakers to expand organic reach and strengthen relationships.

    My social media copy emphasized education on plant varieties, safe consumption practices, and new scientific studies, providing valuable insights to customers and followers.

  • Collaborating across Retail, Brand, Manufacturing, and Marketing teams to improve alignment and employee engagement, I launched an employee highlight program, celebrating team achievements and driving a 961% increase in organic Instagram impressions by humanizing the corporation and enhancing transparency.