WANA BRANDS
Role: Head of Creative | Unsurfaced™
Scope: Creative Direction | GTM Strategy | Brand Expression | Retail + Experiential | Social + Influencer | Client Leadership
As Wana expanded from its established cannabis business into hemp-infused beverages, the challenge was bigger than introducing another product. The brand needed a clear system for entering mainstream beverage retail, educating a canna-curious consumer and translating its existing equity into a new purchase occasion.
As Head of Creative at Unsurfaced™, I led the creative work alongside our strategy team and Wana’s internal team, owning the art direction and co-developing the GTM strategy. Together, we built Be Where You Wana, a platform that connected retail, sampling, social, influencer, CRM, partnerships and experiential into one integrated consumer journey.
Unsurfaced delivered the GTM playbook and creative framework to Wana's internal team for implementation. In March 2025, Wana Beverages expanded nationally through Total Wine & More, reaching 100+ retail locations across nine markets.
A 360 launch system connecting retail, sampling, CRM, social, influencer, partnerships and experiential.
