Weedmaps for Business

Building B2B Marketing from Scratch—and Turning It Into Revenue

Role: Executive Producer + Senior Creative Lead
Timeline: < 12 weeks (concept → delivery)
Moment: Launch and repositioning of Weedmaps’ B2B platform

Weedmaps was known as a consumer marketplace—but behind the scenes, the company had built a robust suite of tools for cannabis operators.

The problem was: no one understood it.

There was no B2B positioning, no marketing, and no video content to support sales. Messaging was inconsistent, the product felt complex, and the platform wasn’t being communicated as a cohesive solution.

At the same time, the work wasn’t prioritized internally—so if it was going to happen, it needed to be built from the ground up.

The Problem

• No B2B marketing or positioning in place

• Sales struggling to clearly communicate product value

• Complex product suite being sold as disconnected tools

• No video or customer-driven content to support the funnel

• Low internal prioritization despite clear business need

Without change:
◆ Sales would continue to struggle
◆ Product value would remain unclear
◆ Revenue opportunity would be left on the table

The Approach

I built the foundation for how Weedmaps would communicate its B2B product—both strategically and operationally.

Reframed the product as a cohesive platform

• Shifted messaging from individual tools to a unified suite

• Aligned storytelling with how operators actually experienced the product

• Simplified complexity into something clear and usable

Anchored everything in real customer proof

• Identified and sourced five active dispensary partners

• Traveled cross-country to capture real-world use cases

• Built testimonial-driven content that established credibility immediately

Connected product, sales, and marketing

• Partnered directly with Product and Sales to align messaging with real needs

• Ensured content was built for actual use across the funnel—not just brand

• Created assets that could support sales conversations, not just awareness

Executed efficiently under constraints

• Produced a multi-state shoot across four states with a lean internal team

• Delivered the full project on a sub-$20K budget

• Built a system that allowed the work to move forward despite low internal prioritization

The Result

• Created the first cohesive B2B marketing foundation for Weedmaps

• Delivered testimonial-driven content used across:

  • Website

  • Sales decks

  • Email and lifecycle marketing

• Helped reposition the product as a unified platform rather than fragmented tools

• Contributed to an estimated ~20% increase in closed B2B deals

Most importantly:

◆ Sales had something real to use
◆ The product became easier to understand and sell
◆ Content moved from nonexistent → revenue-supporting

Why It Matters

This project wasn’t just about content—it was about enabling the business.

I identified a gap, built the structure to fill it, and delivered something the company could actually use to close deals.

Even without internal momentum or large resources.

That’s the work I tend to do best:
finding what’s missing, building it from the ground up, and making sure it drives real outcomes.