Blogs & Case Studies

I have worked in marketing for over 20 years, and one point, even owned a tech startup. In my work as a Fractional CMO, I oversee the entire marketing ecosystem, from strategy to execution, ensuring every dollar drives measurable growth and am part of the leadership team. I manage everything from marketing technology vendors and budget allocation to promotional strategy, email marketing, advertising, automations, social media, creative direction and graphic design. Here is a

I have worked for nearly a decade in retail in various aspects including product procurement, category management, merchandising, promotion and pricing, marketing and more. My unique experiences have allowed me to understand exactly how to sell products both online and in stores and create true brand loyalty. Since becoming a Fractional CMO, I have started to work directly with CPG brands to bring my retail and marketing background to help them sell more product. My services

I have worked in marketing for over 20 years and have spent a decade in retail. For many years, I sat on the executive team for a national cannabis retailer, overseeing marketing, merchandising, pricing, products and store design. I have helped open 47 retail stores and have worked with over 20 retail chains across North America on marketing and merchandising. My services for retailers include: Strategy Marketing assessment & evaluation Social media marketing strategy Promoti

Google recently updated its Policy on Fake & Misleading Behavior which has resulted in some Google My Business pages being penalized and even permanently deleted.

I worked in the restaurant industry for nearly 10 years while I built my first marketing agency, where I worked with many restaurants, bars and hospitality businesses for another 10 years. Now, as Fractional CMO, I work with hospitality brands on everything from promotional strategy, email marketing, advertising, social media, creative direction and graphic design. My focus is not on vanity metrics, but improving overall revenue and increasing brand awareness. Here is a look

I have worked in the legal cannabis space for over 13 years. I started in the medical cannabis industry, working for the first clinic in Alberta, and spent over 7 years on the executive team for a national cannabis retailer, overseeing marketing, merchandising, pricing, products and store design. Since starting in this industry, I have worked with hundreds of cannabis brands and have trained leaders at some of the biggest cannabis companies in Canada. I conquered many firsts

I have worked in the legal cannabis space for over 13 years. I started in the medical cannabis industry, working for the first clinic in Alberta, and spent over 7 years on the executive team for a national cannabis retailer, overseeing marketing, merchandising, pricing, products and store design. Since starting in this industry, I have helped open 47 retail stores and have worked with over 20 cannabis retail chains across North America on marketing and merchandising. I conque

I have worked in the home services industry as a Fractional CMO, leading marketing for HVAC and home services that are $1M in annual earnings and with companies with $50M in annual revenue, bringing me experience with both startups and larger ventures. In these roles, I oversee the entire marketing ecosystem, from strategy to execution, ensuring every dollar drives measurable growth and am part of the leadership team. I manage everything from marketing technology vendors and

Impulse merchandising is one of the most misunderstood areas in retail. Too often, the checkout area becomes a dumping ground for miscellaneous products, clearance items, or whatever inventory happens to fit near the till.

One of the biggest mistakes I see businesses make is confusing marketing problems with sales problems. Marketing is the pizza shop. Sales is the table service.

Good design is not about making things look pretty. It is about understanding psychology, intention, and how visual choices influence action. This article breaks down the science behind design that actually performs.

Anchor pricing is a powerful psychological tool that can dramatically influence how customers perceive value. This article explores how anchor pricing works, why it’s so effective, and how brands can use it strategically to guide purchasing decisions without relying on discounts.

Marketing budgets in cannabis come with unique constraints, but that doesn’t mean they can’t perform. This article breaks down how cannabis companies should think about allocating spend, prioritizing measurable channels, and building marketing strategies that actually drive ROI in a highly regulated industry.

A cannabis retailer increased prices on a key product category to improve margins, without slowing sales. With strategic merchandising and targeted marketing support, unit sales increased after the price change, proving that smart pricing can drive both profitability and volume.

A Canadian cannabis retailer launched its first compliant loyalty program and quickly increased average basket value and revenue. Loyal customers consistently outperformed non-loyal shoppers, proving that well-designed loyalty programs drive measurable retail growth, even in highly regulated industries.

A home services company reduced Customer Acquisition Cost well below target without increasing their marketing budget. By enforcing strict performance KPIs, cutting unmeasurable spend, and shifting focus to organic and earned media strategies, results were immediate and sustained, turning marketing efficiency into a scalable growth advantage.