My first step into the regulated marketing space began with Miss Jones, a cannabis retail brand I helped build from the ground up. I supported and led marketing initiatives from early branding and store concept development to the opening of 22 retail locations in just 18 months.
Each location told its own story — shaped by its demographic and product offering. Working closely with the procurement team, I curated store inventory and developed local marketing promotions unique to each community, ensuring the brand felt authentic and personal.
Who is Miss Jones Campaign
After cannabis legalization in Canada, marketing in the industry was still uncharted territory, and heavily restricted. Most brands played it safe, but we wanted to stand out.
I led a campaign called “Who is Miss Jones”, a bold initiative designed to build brand recognition without directly promoting cannabis products. The campaign centered around our merchandise line and brand personality, allowing us to creatively work around cannabis advertising laws.
Through paid social ads, a dedicated landing page, and a series of teaser videos that hinted at Miss Jones’ identity, we built curiosity and engagement. Once users followed the journey and passed the age gate, they were guided to the official Miss Jones Cannabis website, turning awareness into conversion.
This campaign not only drove strong engagement and awareness but also earned the Kind Magazine Award for Marketing Innovation in 2021, recognizing it as a standout example of creativity within strict regulatory limits.
