Overview

Terrabis is a privately held, multi-state cannabis operator founded on three values: a higher quality of service, a more elegant dispensary, and a more professional staff. They needed a product leader who could move fast in an uncertain regulatory environment while building a digital experience that matched their premium in-store promise. I stepped in as fractional CPO to lead product strategy across brand, digital, and patient experience — from day one through multi-location expansion.

The Challenge

Cannabis is one of the most heavily regulated consumer industries in the country, and the digital landscape is uniquely constrained. Traditional marketing channels are largely off-limits. Payment processing requires specialized integrations. Patient data carries strict privacy obligations. Terrabis needed someone who could navigate these complexities while still building a brand and digital ecosystem that felt elevated, modern, and patient-first — all at the pace a fast-growing operator requires.

My Approach

Brand Architecture & Identity

I led the brand strategy from the ground up — defining positioning, visual identity, naming conventions, and brand guidelines that would scale across multiple dispensary locations and product lines. Every touchpoint was designed to communicate Terrabis’s commitment to a more professional, wellness-oriented cannabis experience. Custom illustrations, a unique color system, and value-driven messaging set them apart in an industry where most operators default to generic templates.

Digital Patient Experience

The digital platform became the connective tissue between Terrabis’s physical dispensaries and their patients. I oversaw the full UX strategy — from product discovery and online ordering to patient onboarding and a loyalty rewards program. The experience was designed to feel seamless whether a patient was browsing from home or walking into a store location, with consistent messaging and intuitive navigation across every touchpoint.

Marketing & Content Strategy

With most traditional advertising channels restricted for cannabis companies, I developed a compliant digital marketing strategy that leveraged educational content, social storytelling, and targeted campaigns within platform guidelines. We built a 6-month content calendar with multi-use campaign assets — designed to maximize reach while staying within the regulatory guardrails of every state Terrabis operates in.

Platform Engineering & Integration

Terrabis needed their website to be more than a brochure — it had to be a fully integrated patient platform. I led the technical product strategy, overseeing third-party API integrations for payment processing, inventory management, and patient communications. Each integration was chosen and architected to handle the unique compliance requirements of cannabis operations while still delivering a frictionless user experience.

Results & Impact

Overview

BlackFULLness was born from a $1.5 million NIH research grant studying the effects of mindfulness on stress in Black communities. The app’s content was developed in the Psychology Department at Spelman College and validated through Randomized Control Trials. The founding team made the decision to commercialize. I came in as fractional CPO to lead the product strategy for taking a validated research tool and turning it into a consumer-ready health product the Black community would actually want to use.

The Challenge

The app in its research form was designed for a general academic audience. It was functional but didn’t feel like it belonged to the community it was built to serve. African Americans experience disproportionate stress-related health disparities — 100% of research participants reported race-related stress — yet mainstream mindfulness apps don’t reflect that reality. The challenge: redesign the product to be culturally authentic, emotionally resonant, and commercially viable without compromising the clinical rigor that made it effective.

My Approach

Product Strategy & Commercialization

I led the product strategy for transitioning BlackFULLness from research instrument to market-ready consumer app. That meant defining the product roadmap, prioritizing features for commercial launch, and aligning the team around a go-to-market approach for both B2C individual users and B2B enterprise wellness clients.

Culturally Relevant Redesign

The most critical product decision was ensuring the app looked and felt like it belonged to the Black community. I oversaw a full redesign — updated visual design, culturally relevant imagery, and content framing that spoke directly to the lived experience of Black people. This wasn’t surface-level theming. Every design choice was made from a place of understanding and intentionality.

Technical Architecture & Partnerships

I advised on technical stack and infrastructure for scale, and helped build an advisory network including leaders from Google, Walmart, Stanford, and the NIH. Current partners represent access to 25,000+ Black users across multiple sectors.

Results & Impact

Overview

Root Health is a functional RTD nutrition brand designed specifically for the postpartum period — a stage where nutritional needs are critical but consumer options are virtually nonexistent. I co-founded the company and serve as its product leader, responsible for everything from concept and medical formulation through brand positioning, fundraising, and DTC go-to-market. Root Health sits at the intersection of maternal health, functional nutrition, and modern CPG.

The Challenge

Postpartum nutrition is a category that barely exists. The clinical needs are well-documented — increased demand for protein, iron, omega-3s, and hydration — but no consumer brand had built a product specifically for this window. The challenge: build a medically credible, consumer-friendly product from scratch with no established playbook, no obvious distribution model, and a time-starved, skeptical target consumer.

My Approach

Medical Formulation & Product Development

I led product development through a rigorous 4-stage testing protocol — working with registered dietitians and maternal health specialists to define the nutritional profile, then partnering with co-manufacturers to produce a functional RTD that met clinical standards while actually tasting good.

Brand Positioning & Identity

Root Health needed to feel trustworthy without being clinical, modern without being trendy. I led brand strategy — positioning, naming, visual identity, and tone of voice — to speak directly to postpartum mothers tired of being overlooked by the wellness industry.

Fundraising & Go-to-Market

I led the fundraising effort, raising $617K in pre-launch capital. On go-to-market, I built the DTC strategy from scratch — channel mix, pricing architecture, subscription model, and launch sequence optimized for early traction with a foundation for retail expansion.

Results & Impact