MYJANE

Creative Director — ManifestSeven The Context: The cannabis industry, valued at $30B, lacked authentic positioning and products designed specifically for women — despite women representing ~40% of cannabis consumers. The category was largely male-dominated in branding, retail experience, and marketing. The Mandate: Identify and validate a new growth segment by launching the first women-focused cannabis brand with differentiated positioning, curated product offerings, and a scalable commercial model. The Work: Led the end-to-end creation of MyJane from market opportunity through profitable launch. Conducted segment analysis and defined a brand strategy centered on authenticity, education, and female representation. Built and directed a cross-functional team spanning product, marketing, operations, and digital to develop a curated product line — prioritizing women-owned businesses — supported by a subscription-based revenue model. Directed full brand development, e-commerce infrastructure, packaging systems, and promotional strategy while aligning the initiative within the broader ManifestSeven portfolio. In parallel, optimized internal creative workflows, contributing to improved departmental efficiency and portfolio-wide engagement gains. The Outcome: Launched the industry’s first female-focused cannabis brand, capturing ~15% market share within the women’s segment and achieving ~65% subscription retention. Established a new revenue stream while demonstrating the commercial viability of culturally specific positioning in an emerging industry.