Field Trip

Directed the creation and launch of Field Trip, a modern THC beverage brand designed to replace alcohol in social rituals. We identified a gap between how cannabis drinks were marketed and how people actually wanted to feel, then built the brand, product platform, and go-to-market system around presence, balance, and intentional use. I owned strategy, product development, creative, and execution from concept through launch, collaborating with top creative partners to define the brand point of view and market positioning, and oversaw formulation, packaging, content strategy, partnerships, and launch execution. Field Trip was built with a single, clear use case and a focused strategy designed to scale with clarity rather than noise, establishing distinct category positioning and early market traction.