Maddie Schenk joined Driven Deliveries officially back in March of 2020, but before taking over the marketing department she and her company Teal Mktg provided much of the insight, guidance and brand architecture; including the new identity, logo, website, tones and the remainder of the brand standards which led the company through its transformative year. In November 2019, Maddie relocated to Los Angeles, where Driven had tasked her with establishing a new HQ to house the growing team. The company opened its new headquarters in January 2020 just outside LAX in El Segundo CA.
Maddie is now the Director of Marketing for Driven Deliveries and is leading the charge on all things marketing. The company announced in July a record month fueled by growth in new customer acquisition and significantly improved retention rates of it’s existing customers. These major accomplishments were fueled by creative ways to attract new customers that are hiding behind some very restrictive regulations here in California. When we asked Maddie how she is able to so quickly work around challenges in using mainstream placement such as social media or paid search, her response was “we need to provide compliant content where consumers are seeking information and when they are seeking it. So if that means the content is less about a call-to-action to buy (to stay out of trouble with our friends at Instagram or Google) and more about education and effects of consuming then we better make it an easy and intuitive journey to provide it”.
Before joining Driven, Maddie spent a few years building her own agency which is still active and providing services outside the industry with a small staff based in Minnesota. She mentioned that her experience in so many industries has given her insight into how people look for options online and how consumers want to be communicated with after they are customers. Her clients spanned several industries, from waste and recycling, to restaurants, to a community platform for truckers and some impressive consulting firms focused on M&A advisory services. Prior to starting Teal Mktg, Maddie was head of acquisition for a technology startup in Minneapolis, ONE20. She later took over the member services and engagement teams and was responsible for building the membership to north of 800,000 members with engagement rates in the high teens.
“Cannabis was not an easy industry to understand but it was equally hard to buy into the benefits until having access to products myself”. Having lived in the midwest most of her life, access to legal cannabis has not been a thing. “You need to believe in a product to market it effectively and until you respect what you are trying to get others to do you are just pushing content vs pushing relevant content which only comes with deep understanding and respect of the benefits.” she said.
GMR Executive Spotlight Q&A:
Full birth name: Madeline Halvorson (married name: Schenk)
Title: Marketing Director
Company: Driven Deliveries, Inc.
Years at current company: 1.5
Most successful professional accomplishment before cannabis:
Before joining Driven, I spent a few years building my own agency which is still active and providing services outside the industry with a small staff based in Minnesota. This experience in so many industries has given me much insight into how people look for options online and how consumers want to be communicated with after they are customers. My clients spanned several industries, from waste and recycling, to restaurants, to a community platform for truckers and an impressive consulting firm focused on M&A advisory services. Prior to starting Teal Mktg, I was head of acquisition for a technology startup in Minneapolis and was responsible for building the membership to north of 800,000 members with engagement rates in the high teens.
Company Mission: Driven Deliveries provides consumers with on-demand and scheduled access to licensed cannabis products. Once registered on one of the company’s online marketplaces; Budee or ganjarunner, users can browse more than 400 products from 50+ reputable brands. Once the order is placed, sit back and wait for one of Driven’s over 300 professional drivers to bring it right to your door… its as easy as “click, knock and enjoy”
Company’s most successful achievement: In Q2 2020 the marketing department at Driven accomplished a major goal of mine; Establishing a marketing agency within the company. Participating cannabis brands are looking for advertising services to help fuel sales on our menus and we have the most talented marketers in the industry, the data to properly target audiences and a massive reach of our existing consumers. This program has been a big advantage for our brand partners and has been a large contributor to the success of our growth and the growth of our clients.
Has the company raised any capital (yes or no): Driven has raised a little over $6M since inception. A significant part of marketing’s function is to ensure that the accomplishments of the company are properly communicated to the market. Being a public company adds even more demand for news and awareness, something we have had no shortage of at Driven.
Any plans on raising capital in the future? The company is always exploring new opportunities for expansion and while nothing is formally laid out today, I would expect our investor relations efforts and fund raising efforts to remain a focus for the company into 2021.
Most important company 5 year goal:
The company has many goals but one I personally hold for my department here at Driven is to reach 1M registered users by the end of 2025. This would put Driven in a great position and coupled with our impressive customer retention rates a lucrative one.
The post Executive Spotlight: Maddie Schenk, Marketing Director of Driven Deliveries, Inc. appeared first on Green Market Report.