Jetty Extracts

Strengthening brand strategy and marketing leadership to support growth.



Situation

Jetty Extracts had established a strong reputation for high-quality cannabis products and was outperforming the market in California while expanding into new markets including Colorado and New York. As the company entered its next phase of growth, leadership wanted marketing to play a more strategic role in supporting the business.

The opportunity was to refine Jetty’s brand positioning, align its product portfolio with consumer segments, and strengthen marketing strategy across the organization.

Angela Pih was engaged as Fractional CMO to work with the executive team and marketing organization to sharpen the brand foundation and develop a strategic roadmap for growth.

How the Work Aligned to Core Capabilities

  • 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.

Impact

  • A clear and cohesive brand foundation guiding Jetty’s marketing strategy

  • Refined brand positioning and product portfolio structure

  • Stronger alignment between marketing strategy and business objectives

  • Improved cross-department collaboration around brand and marketing initiatives

  • Greater organizational clarity and momentum behind Jetty’s brand vision

Client Testimonial

“Angela is a true brand architect. She brings a sharp, data-informed perspective while never losing sight of storytelling. At Jetty, she was instrumental in helping us refine our brand positioning and build excitement across the organization.

Her ability to foster inter-department collaboration created real buy-in for marketing initiatives, and her leadership brings clarity and forward-thinking energy that pushes projects across the finish line.”


— Kate Ransom, Director of Marketing, Jetty Extracts