WEDEN

Creative Director — ManifestSeven The Context: A rapidly emerging $30B cannabis market presented an opportunity to launch a flagship premium brand, while the parent organization simultaneously required leadership across creative operations supporting 10+ corporate brands within a regional portfolio. The Mandate: Identify a differentiated market position and build a fully integrated cannabis business from concept to profitability, while maintaining operational leadership across the broader brand portfolio. The Work: Identified the strategic opportunity and led parallel initiatives: directing the regional creative department while spearheading the end-to-end creation of Weden’s flagship cannabis business. Developed a psychology-driven brand strategy using archetypal frameworks to establish differentiation in a crowded market. Directed full vertical integration of the business — spanning retail store design and buildout, delivery infrastructure, e-commerce, packaging systems, and operational coordination across supply chain and logistics. Steered a $2.5M development budget while leading cross-functional teams across design, retail, operations, marketing, and customer experience through a multi-phase launch. Established a proprietary brand framework to guide marketing, storytelling, and customer engagement across all touchpoints, ensuring cohesion from physical retail to digital channels. The Outcome: Built a fully vertically integrated cannabis company from strategic concept to profitable operation in under 12 months, generating $5.12M in first-year revenue. Established a scalable retail and delivery model that became the blueprint for regional expansion, validating premium positioning within an emerging category while maintaining operational efficiency across the value chain.