Justin Velez
North Las Vegas,NV
Summary
Dynamic cannabis marketing consultant with 6+ years of driving brand visibility, community engagement, legislative policy and revenue growth across the cannabis sector. Partnered with leading cannabis brands and organizations to craft authentic, compliant, and visually impactful campaigns. Known for leveraging a strong industry network and deep understanding of cannabis culture to deliver results through strategic marketing, creative direction, and brand partnerships. Adept at blending design, storytelling, and compliance to elevate cannabis brands in retail, advocacy, and media spaces.
Overview
8
8
years of professional experience
Work History
Owner
RIU Consulting
North Las Vegas, Nevada
02.2018 - Current
- Led creative design projects for high-profile cannabis brands, including Beard Bros Pharms, LA NORML, and Dusted by Victorine, producing logos, branded assets, social media assets/management, and digital campaigns.
- Directed end-to-end brand strategy and visual identity development, ensuring compliance with cannabis advertising regulations.
- Strengthened client presence at cannabis trade shows and events through custom marketing collateral and experiential branding.
- Utilized deep cannabis industry network to connect clients with media, influencers, and advocacy groups, driving brand credibility and market growth.
- Directed and produced on-site social media campaigns at dispensaries and grow operations, showcasing legacy cannabis brands through authentic storytelling, photography, and video content to boost engagement and brand credibility.
- Developed and executed integrated marketing strategies by creating sales initiatives, producing multi-channel digital content (web, social, email), implementing SEO to increase visibility and traffic, and guiding creative direction to ensure consistent and compelling brand representation.
Marketing Consultant
Hope Creative Agency
Santa Monica, California
05.2021 - 07.2025
- Designed digital campaigns and branded content for cannabis clients, retail brands, brick and mortar businesses, and non-profits ensuring regulatory compliance while maintaining cultural authenticity.
- Addressed marketing needs of customers by creating and designing ads that promoted goods and services of advertisers.
- Conducted market research to identify trends and consumer preferences for clients.
- Managed social media profiles, creating content and engaging with the audience effectively.
- Collaborated with creative teams to produce compelling marketing materials and campaigns.
- Analyzed campaign performance data to refine strategies and improve client results.
Director of Operations
OG Guard
Venice, California
10.2022 - 10.2024
- Introduced targeted improvements to processes, ensuring streamlined workflow and reduced delays.
- Analyzed operational data to identify trends and inform decision-making processes.
- Managed day-to-day operations for supervisors and entry level staff in multiple departments.
- Created policies and standard operating procedures for improved workflow processes.
- Worked with management team to develop operational goals aligned with business strategy.
- Provided leadership and guidance to subordinate managers and supervisors.
- Implemented comprehensive training programs for new hires alongside ongoing development for current staff members.
- Developed and maintained client relationships to grow business and improve account retention.
- Managed cross-functional teams to ensure project alignment and timely execution.
Committee Clerk
The State of North Dakota
Bismarck, North Dakota
12.2017 - 12.2019
- Supported the Senate Human Services Committee during the review and passage of Senate Bill 2344 (2017), legislation shaping North Dakota’s medical cannabis program.
- Organized testimony from state agencies, advocacy groups, and the public, ensuring accurate and accessible documentation for committee deliberations.
- Provided research and legislative tools that informed bill drafting, language revisions, and amendments.
- Ensured all bill drafts and amendments were in correct form before presentation to the Senate and House floor.
- Gained first-hand exposure to cannabis legislation development, offering valuable insight into compliance, regulation, and policy-making processes.
- Assisted in scheduling meetings and tracking attendance for committees.
- Maintained accurate filing systems for legislative documentation and correspondence.
Education
High School Diploma -
Kubasaki High School
Okinawa, JP06-2010
Some College (No Degree) - Business Administration and Management
Cape Cod Community College
West Barnstable, MASkills
- Digital marketing and SEO strategies
- Content creation and brand development
- Creative direction and team oversight
- Partnership development and growth strategy
- Design coordination
- Administrative oversight
- Strategic project planning
- Project management
Additional Work Experience
Avvio Ristorante – Cranston, RI
- Lead Server – Responsible for ensuring the dining room and staff are prepared for providing guests with a top-quality dining experience. This included greeting guests, maintaining presentable tables, extensive wine and menu knowledge and providing above and beyond services to all customers.
Fireworks Catering – Providence, RI
- Banquet Captain – Responsible for setting and enforcing performance and service standards to ensure a high-quality environment devoted to customer satisfaction. This included motivating staff to perform at peak efficiency and quality.
Stanley Steemer International, Inc. – Sandwich, MA
- Crew Chief – Managed a team according to company standards and requirements. This included training team members, maintaining a safe work environment and managing daily activities to accomplish team objectives while adhering to high quality standards. Implemented enhanced sales strategies for team members.
References
References available upon request.
Timeline
Director of Operations
OG Guard
10.2022 - 10.2024
Marketing Consultant
Hope Creative Agency
05.2021 - 07.2025
Owner
RIU Consulting
02.2018 - Current
Committee Clerk
The State of North Dakota
12.2017 - 12.2019
High School Diploma -
Kubasaki High School
Some College (No Degree) - Business Administration and Management
Cape Cod Community College