Cannabis Industry Professional

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Copyright 2023 Elise McDonough

binske Marketing

From November of 2021 until September of 2023, I immersed myself in brand marketing for binske, a multi-state brand with a robust product portfolio of flower, pre-rolls, edibles, vapes and concentrates.

I built a modern marketing department complete with newly designed displays, custom installation capabilities, a comprehensive Brand Ambassador program, digital advertising programs and diverse swag offerings.

I managed a remote team across multiple states by implementing a project management platform to track work and manage sales requests. During this time, I came to deeply understand the differences in many state markets for cannabis products.

Full binske product portfolio.
  • Responsible for binske marketing programs in six states: California, Colorado, Florida, Michigan, Nevada and Washington.
  • Built and managed a team of five direct reports and a healthy budget.
  • Launched new binske product lines into new markets, including edibles, pre-rolls and live resin in WA, vapes in CA, solventless hash in CO and pre-rolls in MI.
  • Implemented marketing strategies that tripled B2C sales in Colorado.
  • Launched the binske brand in California, maximizing brand sales in Q3 of 2022.
  • Revamped the Field + Trade program, designing new swag and displays, while implementing new training for Brand Ambassadors and budtenders via Zoltrain.
  • Built digital marketing programs from the ground up, including programmatic advertising, SMS text messaging, menu placement and email marketing.
  • Highlights included the Hangar store-in-a-store activation at Airfield Supply Co., as well as launching the brand in 28 LivWell stores, complete with over 15 custom display installations.
  • Attended multiple trade shows, including Hall of Flowers, to represent the brand. Upgraded the trade show booth to include video monitors and new tagline.
binske Flower Jar on a background of cannabis leaves.
binske flower in WA state. (Photo by Joanna O’Boyle.)
binske pre-rolls in a scene
binske pre-rolls in WA. (Photo by Joanna O’Boyle.)
binske Chocolate varieties
binske Chocolate varieties. (Photo by Justin McIvor.)
binske Vapes and Concentrates.
binske Vapes and Concentrates. (Photo by Justin McIvor.)



Rolling tray and grinder.
Utilized rolling trays and grinders as a gift with purchase promotion.
binske Fanny Pack
New insulated fanny packs were very popular!
binske takeover at The Hangar, Airfield Supply Co. in San Jose, CA.
binske takeover at The Hangar, Airfield Supply Co. in San Jose, CA.

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