40 Under 40: Noemie Derval

Derval played a pivotal role in Deep Roots Harvest’s first major brand launch event and developing the company’s social media and loyalty programs. She also helped the company transition from medical to recreational sales, which included handling regulatory changes such as merging licenses and increasing purchasing limits.
As the digital marketing manager for the company, Derval has found considerable success by taking an adaptive approach to Nevada’s varied markets.
“The cannabis audience is a diverse and dynamic group that cannot be reached with a one-size-fits-all approach,” she says. “Through analyzing customer data and feedback, I’ve learned that our audience in Las Vegas craves interactive content, such as contests and giveaways, which has led to a significant increase in social media engagement. In contrast, our rural locations consist of more varied shoppers who often travel from out of state, and we appeal to them through education.”

 

Q&A

What do you find rewarding/engaging in your current role with Deep Roots?

I work as Deep Roots Harvest’s digital marketing manager and I enjoy connecting my experience in retail to our marketing efforts. My knowledge of how the retail business operates helps to drive some of our initiatives. One of the most rewarding aspects of my role is seeing how our digital marketing efforts directly impact customer engagement. For instance, after a recent email campaign highlighting our new products, we saw a substantial increase in online orders within the first week. I am proud to work for a company that has been actively involved in the industry since 2015 and I am excited to continue contributing to its evolution.

 

How has consumer engagement changed since you took your current position?

We regularly send out weekly email communications to our consumers containing new and upcoming information. Our aim is to ensure that store activations and promotions are visible to our customers. Our loyalty program was launched around a year ago, and we are thrilled to be able to give back to our consumers through it. We’ve had several exciting events, such as a meet-and-greet with Chuck Liddell during Blue Diamond’s 2-year anniversary, a collaboration with Weedmaps for 4/20, and we have also worked with Dizzy Wright on a campaign. Additionally, we are delighted to announce a Ric Flair event coming up on Father’s Day weekend next month. 

 

What have you learned about the audience?

The cannabis audience is a diverse and dynamic group that cannot be reached with a one-size-fits-all approach. It is crucial to understand the demographics of each location to communicate with them effectively. Consumers use different mediums and always seek new, fresh, and exciting ways to consume products. Since I joined the marketing team, we have launched several new brands, including topicals, live resin gummies, infused prerolls, and a new flower brand. Through analyzing customer data and feedback, I’ve learned that our audience in Las Vegas craves interactive content, such as contests and giveaways, which has led to a significant increase in social media engagement. In contrast, our rural locations consist of more varied shoppers who often travel from out of state and we appeal to them through education. The Las Vegas market has a more advanced consumption level, as our stores are not located near tourist areas and have a more local vibe.

 

You have worked your way up into your current position – how has your prior experience helped in your current role?

I have experience working as a budtender, assistant general manager, general manager, inventory personnel, and digital marketing manager. My prior experience helps me in my current role as I understand popular brands and products that consumers like, and how to market our goods to people. The interest of consumers in cannabis is constantly evolving; they want to learn more about the cleanest products, new flavors, and the lifecycle of the plant. Having helped trim and being around plants, I have learned how much care and effort go into getting the plant into the consumer’s hand in a finished product, whether it is just flower or all the way down to a topical. I have also helped to transition a dispensary from medical sales to recreational sales, helped roll out regulatory changes including purchase limits increases and the merging of medical/recreational licenses. My hands-on experience, industry knowledge, and passion for innovation have been valuable in my work. My background in food and beverage has instilled in me a deep understanding of customer tastes and preferences, which has guided our product development strategies and resulted in a notable increase in customer satisfaction ratings. It is important to connect with the consumer to understand their needs. Sometimes, after a conversation about the ideal products for them, a consumer may decide to make a bigger purchase than they had initially planned. I love connecting with the consumer to ensure they have the best product to meet their needs. I also caution consumers to learn how their body reacts to the products and advise them to start slow, as they can always take more to achieve the desired feeling. Lastly, I explain to consumers that smoking provides instant gratification, whereas an edible needs to be digested and that they should be aware of this when making their purchases.