Shaeleigh Afton

Professional Resume

Shaeleigh is a multifaceted creative and strategic thinker. In the last nine years Shaeleigh has become a Jill of all trades in the world of Brand Building and Digital Marketing with a reputation for building innovative, out of the box digital and impactful campaigns across all digital channels, from start to finish.

In the past Shaeleigh formerly held positions as Director of Digital Marketing at cannabis CPG startup H12 Brands, Marketing Manager at Canadian startup Amped & Co / My Cinema Lightbox as well as Gotstyle, a Canadian Fashion Powerhouse where she began as an intern and quickly rose through the ranks and led the Digital and E-Commerce division.

An advocate of Cannabis education, Shaeleigh is passionate about diversifying the current cannabis space with more women of colour as well as educating minority communities on cannabis. Shaeleigh recently co-founded a women lead business, called Ouid. A line of herbal smoking blends designed to help control your high while adding flavour and benefits of herbs.

Shaeleigh seeks a collaborative work environment where ownership is key. Her working background includes both agency and all hands on deck, start-up style teams.

Skills

  • Paid Media Campaign Development 

  • Social Media Management & Content Development 

  • Graphic Design & Art Direction 

  • Digital PR & Influencer Marketing

  • Email Campaigns & Email Acquisition Strategies

  • Cannabis & Regulated Marketing

  • Web Design & Development [with the web designers]

  • E-Commerce Management & Channel Development

  • SEO & Blog Content Strategies

Make It

Strengths

Problem-solving — Ability to analyze a situation, identify potential shortcomings and modify as needed makes you powerful in times of difficulty and crisis.

Relationship Building — Intrigued with the unique qualities of each person. You have a gift for figuring out how different people can work together productively. Profound relational capacity to develop a relationship with anyone.

Strategic Thinking — Create alternative ways to proceed. Faced with any given scenario, you can quickly spot the relevant patterns and issues. You quickly weigh alternative paths and determine the best one. Your natural ability to anticipate, play out different scenarios and plan ahead makes you an agile decision-maker.

Make It

H12 Brands

Director Of Digital Marketing 

June 2019 — Jan 2021 
1 year 7 months

Brand Positioning | Brand Strategy | Influencer Gifting | Content Development  | Social Media Strategy | Web Development | Paid Media Campaigns 

Responsible for brand positioning into communications, content and social strategies across paid and organic channels. Developed strategy and concepts across social media, trade, email and paid marketing. Responsible for managing quarterly media spend with various partners such as Buddi/Dutchie/Twitter/Programmatic/Snapchat. 

Department management across all digital initiatives. Provided reporting and suggestions for improvement across paid and organic campaigns. Managed an in house team and network of art directors, optimizers, designers and production to bring strategies to life. 

  • Brought Kingsway to 6MM in wholesale sales in first 8 months

  • Developed successful media campaigns exceeding benchmarks, notably a 400% sales increase for target retail stores.

  • Designed a social strategy nominated for best social of the year by ADCANN 

Ouid

Co Founder

Ouid — Co Founder 
June 2019 - present

Brand Positioning | Brand Strategy |  Influencer Seeding |  Content Development  | Social Strategy | Web Development 

Founded a cannabis accessories lifestyle brand for people who just don’t want to get too high. Ouid is an herbal smoking product designed for microdosing cannabis. As a Founder of this company responsibilities varied high level strategy to on the ground execution. 

Developed social strategy that focused solely community management that netted an overly engaged audience of 15%  [~1%bnchmrk]
30,000 units sold through DTC and retail partners across 3 months through organic and influencer marketing.
Landed features on Broccoli Mag, Now Magazine, though strategic product gifting and partnerships.