Matthias Walsh
CANNABIS MARKETING CMO
My skills
Cannabis Marketing Strategy
Navigating the unique regulatory landscape and audience dynamics of the cannabis industry. From compliant advertising strategies to building trust in an emerging market, leveraging deep niche expertise to position brands for sustainable growth.
Partnership Marketing
Building strategic partnerships within the cannabis ecosystem — dispensaries, cultivators, ancillary brands, and industry influencers. Creating compliant co-marketing programs and referral networks that drive qualified leads without breaching advertising restrictions.
Email Marketing
Designing high-converting email campaigns and automated sequences tailored to cannabis audiences. From list segmentation and personalisation to compliance-safe messaging and deliverability optimisation, building an email engine that performs within platform restrictions.
Branding, Identity, and Design
Crafting cannabis brand identities that stand out in a crowded market while maintaining compliance. From visual systems and tone of voice to packaging direction and brand guidelines, ensuring every touchpoint builds credibility and trust.
AI Automation
Implementing AI-powered tools and workflows to streamline cannabis marketing operations. From content generation and customer segmentation to predictive analytics and chatbots, harnessing automation to scale output without scaling headcount.
Conversion Rate Optimisation
Systematically improving conversion rates for cannabis e-commerce and lead generation. Through data analysis, user behaviour mapping, A/B testing, and landing page optimisation — adapted for the unique purchase journey of cannabis consumers.
Compliant Multi-Channel Marketing
Orchestrating campaigns across the channels that actually work for cannabis — email, SEO, content, events, and compliant paid placements. Navigating platform restrictions while maximising reach and engagement where your audience is.
Cannabis Marketing Strategy
Navigating the unique regulatory landscape and audience dynamics of the cannabis industry. From compliant advertising strategies to building trust in an emerging market, leveraging deep niche expertise to position brands for sustainable growth.
Partnership Marketing
Building strategic partnerships within the cannabis ecosystem — dispensaries, cultivators, ancillary brands, and industry influencers. Creating compliant co-marketing programs and referral networks that drive qualified leads without breaching advertising restrictions.
Email Marketing
Designing high-converting email campaigns and automated sequences tailored to cannabis audiences. From list segmentation and personalisation to compliance-safe messaging and deliverability optimisation, building an email engine that performs within platform restrictions.
Branding, Identity, and Design
Crafting cannabis brand identities that stand out in a crowded market while maintaining compliance. From visual systems and tone of voice to packaging direction and brand guidelines, ensuring every touchpoint builds credibility and trust.
AI Automation
Implementing AI-powered tools and workflows to streamline cannabis marketing operations. From content generation and customer segmentation to predictive analytics and chatbots, harnessing automation to scale output without scaling headcount.
Conversion Rate Optimisation
Systematically improving conversion rates for cannabis e-commerce and lead generation. Through data analysis, user behaviour mapping, A/B testing, and landing page optimisation — adapted for the unique purchase journey of cannabis consumers.
Compliant Multi-Channel Marketing
Orchestrating campaigns across the channels that actually work for cannabis — email, SEO, content, events, and compliant paid placements. Navigating platform restrictions while maximising reach and engagement where your audience is.
My work
To prepare for Sohma House's launch, I helped establish the brand foundations by refining messaging (copy, tone, and tagline), clarifying the target audience, and shaping local go-to-market activity. I also supported website brand direction (fonts and colour palette) and outlined a local partnership approach to drive cross-referrals.
Led a complete brand refresh and digital strategy overhaul, repositioning Ampersand in a competitive market. Developed content pillars, social media strategy, and managed the rollout of a new e-commerce experience that increased conversion rates.
Guided Blanc through a strategic pivot, redefining their target market and building a go-to-market plan for a new product line. Created the marketing infrastructure from the ground up including CRM, email automation, and performance marketing.
Developed a comprehensive influencer and community marketing strategy for Rude by Design. Built out brand guidelines, tone of voice documentation, and a content calendar that drove a 3x increase in organic engagement across social channels.
My references
Sarah Chen
CEO, SOHMA HOUSE
"Matthias helped us establish a clear brand direction before launch. His ability to distil complex ideas into sharp messaging was invaluable. We went from scattered concepts to a cohesive brand identity in weeks."
James Whitfield
FOUNDER, AMPERSAND CREATIVE
"Anecdotally from me, it has genuinely been a massive improvement. Matthias brought structure to our marketing that we'd been missing for years. The ROI on his engagement paid for itself within the first quarter."
Dr. Elena Voss
DIRECTOR OF OPERATIONS, BLANC WELLNESS
"The strategic clarity Matthias brought to our team was transformative. He helped us identify the right channels, refine our positioning, and build a marketing engine that continues to deliver results long after his engagement."