Telling the stories of challenger brands.
I love to elevate the brands challenging industry norms. My client experience speaks to my passion for disruptive brands: Ulta Beauty is taking on Sephora, Nutanix is taking on VMware, Strava is taking on Nike Run, and cannabis is taking on just about everything.
In my current role, I primarily work with clients in the highly regulated cannabis space, navigating a multi-billion dollar industry as it emerges into mainstream markets. Talk about a challenge.
I’m a total tech nerd. I love learning about what makes the world work, from data streaming to IoT. Bring on the B2B.
Nutanix: Hyperconverged infrastructure, transforming cloud computing and IoT workloads for IT teams.
Confluent: Leader in real-time data streaming.
Yobi: Inventory management and RFID platform simplifying operations for cannabis cultivators and retailers.
In addition to B2B tech, I have experience working with talented technology teams on the consumer side.
Strava: Social-fitness app connecting athletes and tracking exercise.
Whirlpool: American multinational manufacturer and marketer of home appliances.
Eaze: The leading cannabis delivery platform in California.
Ethos: Life insurance tech platform making it easy for consumers to find the right policy for them.
Retail / Consumer Lifestyle
I’ll always have a soft spot for retail. It’s fascinating to watch the creativity and competition behind the brands that win over consumers. It’s also all-encompassing: We don’t go a day without spending money on something.
Ulta Beauty: National beauty retail chain.
Willie’s Remedy: Willie and Annie Nelson’s hemp-infused coffee and tea brand.
Coda Signature: Luxury infused products brand, creating beautiful, high-end chocolates and confections with cannabis.
PHYX: Cannabis-infused sparkling water. One of the first THC beverages to hit the market.
If you told me even five years ago that I would do PR in the cannabis industry, I would not have believed you. Here I am, and I’ve loved every minute of it. It has been an honor to be a part of building an industry from the ground up and solving the unique communications challenges that come with an emerging, highly regulated, deeply stigmatized industry.
Medicine Man Technologies: Publicly traded vertically integrated operator with multiple cultivators, retailers and manufacturers in its portfolio.
Cliintel Capital Management: Venture capital firm specializing in cannabis investments.
Boveda: Leader in humidity control for cannabis products.
DaVinci: Vaporizer manufacturer known for safety and quality.
Canna Provisions: Premium dispensary in Lee, Massachusetts.
Other cannabis clients already mentioned above: Eaze, Coda Signature, Willie’s Remedy, Yobi, PHYX
A challenger is not a brand that challenges somebody, but a brand that challenges something. Very few explicitly take on another brand in their category, but all of them are challenging something they feel needs to change.– eatbigfish