Kate Lynch

Developed integrated marketing strategy and led all marketing activities including innovation, insights, product development, campaign management, E-commerce and O2O activation.

• Conceived and developed brand and product portfolios based on market research and consumer segmentation.
• Conceived and developed retail, trade and DTC marketing programs that acquired, converted and retained target consumers.
• Organized and oversaw advertising/communication campaigns (digital, social media etc.), exhibitions and promotional events.
• Conducted market research and analysis to evaluate trends, brand awareness and competition ventures.
• Increased owned brand revenue by $200M
• Increased NPI as a % of revenue from 11.6% to 24.5%
• Increased E-comm as a % of revenue from 38% to 61%
• Built and launched 5 new flagship brands: Grassroots, BNoble, Select, JAMS, and FIND
• Launched over 200 products across 17 markets
• Launched best-in-class loyalty program with over 2M members and a mobile app with over 65K subscribers.
• Manage team of 80

• Led restructuring and turnaround through reduction of headcount and development of new leadership team to support a brand and channel led organization
• Aligned budget, product and marketing initiatives to short and long-term business objectives
• Conducted consumer segmentation study to further understand current and future target consumers
• Launched 74 new products and drove $56M in NPI in 1H
• Achieved $133M in NPI for 2021
• Launched I Cannabis movement along with key collaborations around Rolling Stone, BNoble and Belushi
• Re-branding and positioning Curaleaf, Select and Grassroots to align with core target consumers
• Managed 70+ marketing team and $34M marketing budget

• Built and led product commercialization team
• Implemented stage-gate process from product concept to consumer launch
• Worked with R&D, operations, compliance, sales and marketing to commercialize 82 products across 16 states totaling $80M in new product revenue
• Launched first water soluble, cannabis beverage enhancer across 13 markets
• Launched 2 proprietary hardware skus under Select brand
• Expanded Select distribution into 8 new states

• Built brand platform and product assortment to launch Curaleaf Hemp
• Led sales efforts and secured distribution in major retailers including CVS, Wegmans and Safeway Albertsons and achieved $5M in first 6 months
• Managed B2B and B2C e-commerce platforms
• Led all retail and wholesale activation plans
• Supported all retail sales efforts across grocery, mass, drug and club
• Continually evaluated marketplace trends and oversaw gathering of competitive intelligence within markets to identify key product opportunities and risks

• Led integrated marketing and sales strategies for one of the leading portfolio managers of licensed medical cannabis manufacturing and retail centers across the US
• Launched a national brand of dispensaries and product lines across 9 markets throughout the US
• Managed team of internal and external experts to build brand awareness and drive revenue through multi-channel programs including but not limited to advertising, event marketing, public relations, direct marketing, digital and social media, content management, prescriber and patient outreach and web assets
• Implemented Martech platform to automate all patient communications and sales and marketing reporting

• Managed team of 20 professionals to deliver multi-channel marketing strategies for formerly one of the largest employers in NH and second largest outdoor retail chain in the United States
• Evolved the digital touch points and leveraged content through social and mobile channels to achieve cross channel optimization
• Managed a creative and content team to deliver a unique brand experience and offer a differentiated value proposition to the customer
• Developed seasonal product marketing strategies for Eastern Mountain sports brand as well 30+ National brands that offers differentiation to the customer and brand experiences custom to EMS

• Developed seasonal product and retail marketing plans to support overall merchandising and promotional strategies for 68 retail store chain
• Organized and managed seasonal photo shoots. Managed all PR requests and placements

• Developed and executed all product marketing materials for Eastern Mountain Sports brand including hang tags, packaging, retail signage and product content
• Partnered with merchants to develop seasonal product marketing strategies for all National brands and managed execution at retail

• Established Zbrand in the Northeast territory
• Identified and acquired key retailers increasing territory from 10 to 120 accounts and volume of annual sales from $150,000 to $1,500,000 over a three-year period
• Conducted market research and implemented individualized marketing plans for retailers involving special events, trunk shows, employee seminars and POP programs in order to maximize selling and increase brand awareness