Leafly

Project type: Content Marketing, Brand Management, Editorial Strategy

The challenge: Revive Leafly Canada after it had been dormant for a year and reestablish the brand as the leader in cannabis education, news, and shopping. From viral education campaigns to branded storytelling partnerships, I led content that resonated with audiences and drove measurable results—boosting engagement by 75% and deepening brand credibility in a complex, regulated market. My work balanced business goals with editorial integrity—creating accessible, evidence-based content that informed, engaged, and built trust with readers.

The strategy: 

When I stepped into the role of Leafly’s sole Canada Editor, the brand needed more than just content — it needed a unified editorial and marketing strategy grounded in quality, trust, and measurable business impact. Rather than chase trends or produce content for volume, I built a content strategy focused on fact-based education, cultural relevance, and conversion-driven storytelling. Every article, guide, and campaign was tied to a defined business objective — whether to inform readers, strengthen brand trust, or drive conversions to e-commerce.

To accomplish this, I worked cross-functionally with marketing, product, and analytics teams to clarify content purpose, audience intent, and user journey alignment. I established a structured editorial framework that balanced editorial integrity with content marketing goals, ensuring that all Canadian content met journalistic standards while contributing to the company’s growth metrics.

I utilized SEO insights, content audits, and audience data to inform editorial decisions, shaping the brand voice in response to Canada’s evolving cannabis culture and regulatory environment. This strategy not only increased organic traffic by 75% but also improved conversion rates by 15% through optimized user pathways and cross-platform content integration.

Through thoughtful planning and performance optimization, I transformed Leafly Canada into a scalable, insight-driven content operation — one that delivered meaningful stories, measurable impact, and a trusted voice in a complex, rapidly changing market.

A standout example was the Leafly Holiday Gift Guide, which became both an audience favourite and a sponsor success story. I developed the concept, content architecture, and UX flow to deliver a high-value experience for readers, while strategically positioning sponsored placements that delighted advertisers and maintained editorial credibility.