Michelle Douglas

• Developed and implemented successful global marketing and business strategy that resulted in 380% rise in USA ecommerce revenue, accounting for 30% of overall business revenue in 2022 and 60% trajectory for 2023
• Expanded to 4 international markets, with 3-5 year EBITDA forecasts
• Developed and Executed full funnel channel strategy along with digital KPIs through media optimization, web development, social media builds and consumer insights
• Streamlined process and implemented new Ai technology
• Created investor decks and helped go from Private to Public through strategic acquisition
• Led and coached 5 marketing professionals (Creative, Digital, Brand and Trade leads), providing training, guidance and mentorship
• Report directly into CEO/ Founder
• Demonstrated high level of initiative and creativity while tackling difficult tasks
• Lead US marketing campaign and event activations - including market-specific content creation, supporting content strategy and omni-channel plan
• BOD reporting responsibilities
• Self-motivated, with a strong sense of personal responsibility.
• Proven ability to learn quickly and adapt to new situations.

Built organization's first-ever CBD pipeline of 31 SKUs, six brands, and four partnerships while leading global teams to achieve positive revenue

• Managed $50M budget across globe, ensuring funds were spent efficiently and productively
• Reported to one of founding board members, and closely worked with global teams, to launch in key markets
• Collaborated with CEO and built high-profile partnerships with numerous organizations and celebrities
• Acquisition of This Works and BioSteel, completing two transactions and increasing yearly revenue
• Development global launch strategy, including path to retail, onboarding and coaching, forecasting across multiple regions, and pricing initiatives to support positive P&L
• Oversaw operations and provided corrective feedback to achieve daily and long-term goals

• Created digital strategy and redesigned of company website, contributing to 25% increase in sales
• Managed budget of $6M, team of 5, and delivered profit of $15M
• Created and establish presence on Amazon.ca, which resulted in $4M in sales.
• Maximized operational excellence mentoring personnel on management principles, industry practices, and company procedures
• Developed and implemented strategies to increase sales and profitability
• Collaborated with cross-functional teams to develop innovative solutions

• Launched LivRelief Pain and Nerve cream into USA market
• Built 2016 & 2017 business plan, which included defined target market, specific DMA's, market research, new package design, ad campaigns and direct response
• Developed and implemented integrated marketing program focused on creating brand awareness within USA to align with business and revenue goals
• Developed and implemented effective sales strategies and led nationwide sales team members to achieve sales targets.
• Monitored customer buying trends, market conditions, and competitor actions to adjust strategies and achieve sales goals

• Responsible for $2MM marketing spend
• Brand and Retail Strategy which included launching digital and social
• Managed team of 3
• Used strong analytical and problem-solving skills to develop effective solutions for challenging situations