Weedmaps for Business

Repositioning a Consumer Brand for B2B

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

Weedmaps was widely known as a consumer-facing marketplace, but the company had built a robust suite of B2B tools for cannabis operators. The challenge was shifting market perception—clearly communicating Weedmaps’ value as a business platform in a way that resonated with operators, supported sales conversations, and drove real results.

As Executive Producer and Senior Creative Lead, I oversaw the strategy and execution of a B2B storytelling initiative designed to support product adoption and revenue growth. Rather than relying on abstract product messaging, we anchored the work in real customer experiences—traveling cross-country to capture testimonial stories from five dispensaries actively using Weedmaps’ platform.

The resulting content was designed to function across multiple touchpoints, aligning brand narrative with sales enablement and lifecycle communications.

What I Did

• Served as Executive Producer, leading the project end to end

• Set creative and narrative direction as Senior Creative Lead

• Partnered closely with Product and Sales to align storytelling with real business needs

• Led planning and execution of a multi-location testimonial shoot across five dispensaries

• Oversaw vendors, crews, timelines, approvals, and delivery

• Ensured messaging clarity and consistency across all downstream use cases

The Challenge

• Reposition Weedmaps from a consumer app to a B2B platform

• Communicate complex product value through clear, credible storytelling

• Build trust with cannabis operators using real customer proof

• Produce content flexible enough to support website, sales decks, and lifecycle email

• Execute a cross-country production efficiently and on schedule

The Outcome

• Delivered a testimonial-driven B2B campaign grounded in real customer stories

• Captured content from five active Weedmaps business customers

• Deployed assets across:

  • Website

  • Sales decks

  • Email and lifecycle marketing

• Contributed to a ~20% increase in closed B2B deals

Why It Matters

This project reflects my approach to senior creative leadership: partnering deeply with product and sales, grounding strategy in customer reality, and producing work that doesn’t just tell a story—but helps close business.