Salt Air Botanicals — Retail Growth & Marketing Strategy
Launching and scaling a community-driven dispensary in a highly competitive, regulated market.
Full-funnel marketing, merchandising, and customer experience strategy driving acquisition, conversion, and retention.
OVERVIEW
Salt Air Botanicals is a women-owned, social equity micro dispensary in Atlantic City, NJ.
As Retail Manager and Marketing Lead, I oversee both daily operations and full-funnel marketing strategy—connecting brand, promotions, merchandising, and customer experience directly to revenue performance.
THE CHALLENGE
Compete against large, multi-state operators with significantly higher budgets
Build brand awareness and customer base from zero at launch
Increase average order value and repeat visits
Operate within strict New Jersey cannabis marketing regulations
Differentiate through community and experience—not price alone
STRATEGY
Community-Led Growth
Positioned the brand as “built by locals, for locals” through partnerships, events, and neighborhood engagement.
Event-Driven Acquisition
Used in-store events and local activations as primary acquisition channels to drive foot traffic and awareness.
Retention & Loyalty
Developed repeatable promotional systems and loyalty incentives to increase visit frequency and customer lifetime value.
Product & Merchandising Strategy
Aligned product placement, pricing, and promotions to influence purchasing behavior and optimize revenue mix.
CAMPAIGNS & PROMOTIONS
Developed and executed recurring campaigns designed to drive both acquisition and repeat visits:
Weekly promotions (Double Points, daily deals)
Event-based campaigns (Open Mic, seasonal activations)
Gamified promotions (Spin-to-Win, loyalty incentives)
Holiday and culturally relevant campaigns
These campaigns created consistent traffic patterns and repeat customer behavior.