Angela led the development of Jetty’s brand foundations, clarifying the company’s positioning as a premium cannabis brand built around authenticity, exploration, and true plant expression. The work included defining the brand vision, brand personality, and core narrative that would guide how Jetty showed up in the market.

A key element of the strategy was refining Jetty’s product and portfolio structure using a Good / Better / Best segmentation model, ensuring the brand architecture aligned with consumer expectations and product attributes across categories such as vapes, concentrates, pre-rolls, and edibles.

Angela worked to translate brand strategy into practical marketing priorities. This included defining the target audience, clarifying the brand’s value proposition, and establishing strategic direction for product launches and marketing campaigns supporting Jetty’s continued growth especially with their Live Resin packaging redesign.

The engagement helped bring greater clarity and structure to Jetty’s marketing strategy. By aligning marketing initiatives with the company’s broader business goals, the work strengthened marketing’s contribution to Jetty’s overall growth trajectory.

Consumer segmentation and persona development helped ensure marketing communications were grounded in real customer motivations and behaviors.

Angela helped guide marketing initiatives across both retail and digital channels, ensuring the brand experience remained consistent across touchpoints. This included aligning marketing tools, campaigns, and communications to support Jetty’s positioning and reach its target consumer segments effectively.

As Fractional CMO, Angela provided strategic guidance and mentorship. Her role included strengthening collaboration across departments, helping teams align around brand strategy, and creating greater clarity around marketing priorities and execution.