Social Strategy

  • Retail

    Gold Flora’s retail social media strategy was designed to drive foot traffic, increase visibility, and educate consumers, ultimately boosting sales while showcasing product selections, strengthening loyalty to in-house brands, and increasing community engagement.

    Tailored content reflected the character and needs of each community across Gold Flora’s 16 California locations, leveraging hyperlocal marketing, in-store promotions, and brand highlights alongside real-time engagement to build authentic connections with customers and brand partners.

    A mix of educational posts, lifestyle content, and brand campaigns kept the strategy engaging while amplifying visibility for Gold Flora locations, in-house brands, and brand partners.

  • Brand

    I developed and executed Gold Flora’s individual brand social media strategies to build awareness and loyalty for its in-house portfolio of four brands, emphasizing quality, craftsmanship, and authenticity.

    Content highlighted each brand’s ethos, unique products, sustainable practices, and diverse flavor profiles. Influencer partnerships expanded reach, while educational posts simplified product selections and provided cannabis education for a wide range of consumers through strain profiles, tutorials, and guides.

    Seasonal campaigns, including 4/20 and holiday promotions, boosted engagement by leveraging relevant cultural trends and creative storytelling. Cross-posting with Gold Flora’s retail channels reinforced brand messaging, expanded audience reach, and drove in-store engagement. This approach balanced brand positioning, education, and strategic engagement to strengthen consumer loyalty and maximize each brand's visibility.

  • Corporate

    Gold Flora's corporate social media strategy focused on amplifying the company as a thought leader in the cannabis industry while building trust with stakeholders and investors. By sharing corporate milestones, leadership events and input, and key operational updates, the strategy emphasized the scale of Gold Flora, transparency, and credibility. 

    Educational content highlighted industry news, legislative developments, and the craft behind Gold Flora's products, showcasing the company's expertise. LinkedIn played a pivotal role in connecting with industry leaders and strengthening professional relationships, while leadership features humanized the brand and demonstrated the depth of expertise within the team. The visual and narrative identity consistently reflected Gold Flora's innovative and premium positioning.

Still Content

Combining DLSR, iPhone photography, and graphics, I created varied, exciting, and engaging content for retail, brand, and corporate channels.

While I led the majority of content creation, I had the opportunity to work with on-site team members at Gold Flora's cultivation facility in Desert Hot Springs, CA, and built creative pitches for content creation, overseeing internal approval from stakeholders and assisting those on-site.

Brand Video Content

Below are content samples created for Gold Flora’s in-house brands.

Retail & Corporate Video Content

Below are content samples of retail promotions, employee highlights and event recaps.

To comply with Instagram’s prohibition of cannabis sales, I focused on highlighting in-store selections, featuring and tagging well-known brands and educating consumers on new brands, products and exclusive retail activations.