Title doesn’t always dictate behavior, especially for Native Roots senior digital marketing manager Maeli Niebles, who has found success whether she was managing the development of a multifaceted website, overseeing photo shoots, developing strategies for holiday sales campaigns or redesigning the company’s apparel line.
“I think I am very adaptable, and I like to constantly be learning new skills,” Niebles says. “So I apply myself to all of my projects and think of them in a big picture way.”
Niebles joined Native Roots in January 2022 and transformed the company’s digital communications to focus more on personalization, targeting specific customer segments and their needs — all while navigating the strict marketing regulations.
“The industry is maturing and we need to focus on the customer experience and making sure we are a retailer first, that just happens to sell cannabis,” Niebles says. “We developed a best-in-class website and digital experience that allows personalization to drive the experience.”
Prior to the digital relaunch, Niebles also revitalized the company’s apparel line by amplifying its Colorado roots so it would better resonate with locals and visitors. The new apparel lines debuted in February 2023 and tripled the company’s monthly apparel sales. Niebles says she simply put herself in the customer’s position and asked, “What would I like to see as a customer?”
“When you put yourself in other people’s shoes or put the customer first, the answer is never just one thing, especially not in marketing,” Niebles says.