Shortly after federal cannabis legalization in Canada in 2017, I was hired as Senior Copywriter for BZAM Ltd., a multi-licensed Canadian cannabis producer based in Vancouver, BC. The BZAM family includes core brands BZAM, TGOD, ness, Highly Dutch Organic, TABLE TOP and partner brands DUNN Cannabis, FRESH and Wyld. The company also exports cannabis internationally to Australia and the UK.

I wrote copy for every internal and external touchpoint for the company and all of its brands, including provincial product pitching, trade marketing, digital marketing, email marketing, campaign ideation, public relations and brainstorming creative names for new kinds of weed products. Our email marketing open rates regularly smashed CPG industry standards, clocking in at 50-60%.

Writing dumb jokes for the TABLE TOP brand Twitter (X) account was one of my favourite parts of the job. In fact, one of those dumb jokes was responsible for lifting overall online brand sentiment by 50%.

In this role, I also realized my dream of writing and editing my own ‘zine. The BZINE – a magazine for budtenders and cannabis industry folks – printed its first edition in August 2023. Designed by the talented Matt Webb, Brand Manager at BZAM Ltd.