MUNCHIES B-GONE

The Challenge: Launch an international consumer product brand that could succeed across North American markets (US, Canada) with varying cultural preferences, regulatory requirements, and competitive landscapes—requiring adaptive design, bilingual capabilities, and market-specific positioning. My Role: Creative Director, ManifestSeven What I Did: Led the complete 0-to-international-launch of Munchies-B-Gone, managing a cross-functional team of 8 (designers, product developers, market researchers). Developed a comprehensive brand strategy optimized for multi-market success and directed an iterative product design process, incorporating market testing across 4 regions. Built bilingual brand capabilities (English/French) to serve Canadian markets, created market-specific packaging variations, and implemented sophisticated POP/POS advertising strategies across 300+ retail locations. Managed $75K development budget while coordinating international manufacturing and distribution partnerships. The Impact: Successfully launched in 2 countries, achieving 9% market share in the Canadian cannabis edibles category. A market-adaptive approach reduced localization costs compared to traditional international launches while delivering a culturally resonant brand experience across diverse markets. Leadership & Scale: Led cross-functional team of 8 | Managed $75K development budget | Launched across 2 countries and 300+ retail locations Key Deliverables: International brand strategy & identity | Multi-market product packaging design | Bilingual content development (EN/FR) | E-commerce website & infrastructure | POP/POS advertising systems | Convention materials & trade show presence | Magazine advertising | Social media campaigns | Market research & consumer testing