Ads and Marketing
For nearly two years, I led end-to-end digital marketing for High Test Gummies, building a strong online-only brand presence across social and web. My work spanned content creation, paid ads, community management, influencer partnerships, and conversion-focused website and email campaigns to drive e-commerce sales.
Followers
Static Creatives
Blog Posts
1000+
400+
100+
Overview
Completed
Ongoing
My Role
Marketing Manager
Scope
Social media graphics, stories, and short-form videos, community management, influencer outreach, email newsletters, blog content, website design, Google Ads, TikTok Ads
Tools
Photoshop, Illustrator, Sora, ChatGPT, and WordPress
High Test Gummies is an exclusively online live-resin Delta-9 brand built around three targeted experiences: Lifter for energy and focus, Balance for an even, feel-good calm, and Sleep for deep nightly recovery. This section highlights a cohesive digital marketing system spanning social content, paid ads, email campaigns, website visuals, and direct response graphics, all designed to communicate each product’s distinct benefit while maintaining a unified, premium lifestyle aesthetic. Seasonal promotions, flavor spotlights, and educational blog content work together to build trust and drive conversions, presenting the gummies not just as a product but as part of everyday routines for productivity, relaxation, and rest.
The Challenge
Marketing a cannabis-adjacent product in an online-only environment means navigating constantly shifting platform rules, ad policies, and automated moderation systems that aggressively flag or remove anything that appears to promote controlled substances. Direct product callouts, explicit ingredient language, or even certain visuals can result in shadow bans, rejected ads, or account penalties, making traditional performance marketing tactics unreliable. At the same time, the brand still needs to clearly communicate purpose and benefits for three distinct formulas without confusing or misleading customers, all while building trust in a space where overpromising or vague messaging can quickly backfire.
The Solution
A flexible, iterative content strategy was developed through extensive trial and error, focusing on implication rather than explicit claims. Visual storytelling, lifestyle photography, and benefit-led language hint at each product’s effect without triggering automated moderation, using coded but understandable cues like “focus,” “unwind,” and “nightly routine” instead of direct cannabis terminology. Packaging is often shown as part of a broader scene rather than isolated hero shots, and educational content lives on owned channels like the website and blog, where messaging can be clearer. This approach preserves compliance across social and ad platforms while still creating a recognizable, conversion-focused visual system that subtly guides viewers from curiosity to purchase.
Seasonal Storytelling in the Inbox
Email newsletters became a core channel for driving repeat purchases and staying top-of-mind with an exclusively online audience. Each campaign was built around seasonal moments and cultural touchpoints (Halloween, Thanksgiving, Valentine’s Day, Pride Month, and New Year), pairing immersive visuals with soft, lifestyle-focused copy that highlighted flavor, mood, and experience rather than explicit cannabis language. This approach kept content engaging and compliant while still clearly communicating product benefits and limited-time offers.
Through consistent layouts, bold promotional headers, and clear calls-to-action, the newsletters functioned as both brand storytelling and direct conversion tools. Rotating themes, color palettes, and imagery kept the emails feeling fresh, while recurring sections like flavor spotlights and bundle deals created familiarity and trust. The result was a scalable email system that nurtured the audience, navigated platform restrictions, and reliably turned holidays and promotions into measurable online sales.
Social Media Presence
Across TikTok, Instagram, and Facebook, the brand’s social channels blend polished product photography with personality-driven, highly shareable content. Static posts and stories highlight each flavor in aspirational, lifestyle-oriented scenes, while short-form videos lean into humor and everyday relatability to spark engagement and organic reach. Comedic skits, trend-based edits, and quick, punchy reels subtly showcase the product without overt claims, encouraging saves, shares, and comments. This balance of aesthetic visuals and lighthearted storytelling builds a recognizable voice, fosters community interaction, and keeps the feed feeling both premium and approachable.
Content That Educates, Ranks, and Converts
To support long-term organic growth, I developed and published 100+ fully SEO-optimized blog posts, released twice weekly to build topical authority and consistent traffic. Each article translates complex cannabis topics into clear, approachable language while strategically targeting high-intent search queries around Delta-9, live resin, effects, routines, and lifestyle use cases. By combining keyword research, internal linking, structured formatting, and conversion-focused CTAs, the blog functions as both an educational resource and a performance marketing channel, capturing search demand, improving rankings over time, and guiding readers from curiosity to confident purchase.
Direct Mail Campaign
To reach customers beyond algorithm-driven platforms, I designed and deployed a nationwide direct mail flyer targeting cannabis consumers in compliant markets. The piece combines bold product photography, clear flavor differentiation, and a strong promotional offer with a scannable QR code that drives recipients directly to the online store. Careful attention was given to compliant, non-explicit wording while still communicating quality, lab testing, vegan ingredients, and discreet shipping. This tactile, high-impact format created an additional acquisition channel, bridging offline discovery with online conversion through trackable codes and URLs.
Seasonal Homepage Headers
To keep the online-only brand feeling fresh and immersive, the homepage features rotating seasonal headers that turn each visit into a visual “everyday getaway.” Each banner places the products into a mood-driven environment rather than a traditional storefront, using warm leaves and golden light for fall, bright alpine skies and wildflowers for spring and summer, and cozy, soft-lit scenes for colder months. Subtle shifts in color grading and typography match the tone of each season while maintaining consistent brand hierarchy and readability, ensuring cohesion across all variations. By blending realistic product photography with aspirational landscapes, these headers communicate different emotions (comfort, renewal, adventure, and calm), without altering the site’s core structure, keeping the experience recognizable yet dynamic and encouraging repeat visits that align naturally with seasonal campaigns and content.
Conclusion
This project demonstrates a cohesive, end-to-end digital marketing system built for an exclusively online cannabis brand, where every touchpoint (from social media and paid ads to SEO blogs, email, and direct mail) works together to drive awareness, trust, and conversions. Through careful visual storytelling, compliant copy, and consistent brand language, each asset reinforces the idea of an accessible, lifestyle-focused “everyday getaway,” turning complex or restricted subject matter into inviting, shareable, and platform-friendly content.
Final Thoughts
By combining strategic experimentation with strong design fundamentals, the brand was able to grow its presence while navigating strict content regulations and platform limitations. The result is a flexible, seasonally adaptable marketing ecosystem that balances creativity with compliance, humor with education, and aesthetics with performance, proving that even in highly regulated industries, thoughtful design and iterative problem-solving can build a memorable, high-converting online experience.
