Interview with Dalyn Oakes, Director of Growth & Strategy at Supurb
Dalyn is currently the Director of growth and strategy at Supurb, an on-demand medical marijuana delivery service that connects medical marijuana patients with state-licensed dispensaries, providing them with safe, affordable and convenient access to all medical cannabis products within 30 minutes or less. Dalyn is a strong sales professional with a demonstrated history of success working in the consumer services and direct sales industries bringing in over 2 million in revenue so far in his short career.
Your Journey as a Marketing Professional.
My journey as a Marketing Professional has just begun being only 26 years of age. Starting at 18 while attending college I worked for ADT Home Security as a Door-to-Door salesman. Working on my communication and marketing skills in a very strenuous position. I quickly became one of the top representatives in the entire company and was managing my own offices around the country in just 3 years. A few years later a college friend of mine reached out with an opportunity in the cannabis industry. With the buzz around Cannabis and the inevitability of a giant industry starting right at my feet I had to capitalize on my opportunity. I have been a bit of a hybrid in the Marketing and Operational aspects of the business becoming more of a Director of Growth. I stepped into the role now 3 years ago joining a new Cannabis startup in Arizona called Supurb. Supurb is a convenient and State compliant way to get your Cannabis delivered to you on demand.
I joined a team of 4 on a huge journey of becoming the next Grubhub of Cannabis. We started with a singular dispensary location to prove our model. After successfully operating for a year and refining workflow we started focusing on marketing a growth. Within the next quarter, we had gained an additional 3 locations and by the end of year 7 total locations in the greater Phoenix area. In this past year, we have balanced the growth of our user base with the growth of the available dispensary locations now seeing over 500 patients a day and delivering from 11 dispensaries in Arizona. We are continuing to grow here in the State of Arizona but will be moving into the California, Colorado and Michigan markets by end of the year.
With marketing becoming more and more prevalent with the endless tools and capabilities, it is more important than ever to hone in your skillset.
What are the primary marketing channels you have worked on? What will be your advice to young marketers on each of these channels?
With the endless adblocks, account removals and more roadblocks to get through it’s easy to see why the Cannabis industry may currently be the toughest industry to market for. Social media is the biggest channel in our space currently and takes refined skills to successfully promote a campaign through. Portraying a “Lifestyle” brand is an easy way to continue promoting your brand or company while staying within the guidelines of the platform you are using. If an account does get deactivated it will be hard to get that re-activated. If creating a new account is needed make sure to do this on a NEW device as Social Media platforms tag your device IP and will automatically know when you try and start a new account.
Some of the easier channels to use would be Email and SMS Campaigns. They don’t have nearly as many roadblocks and you will have virtually no issues marketing to your user base.
What are some of the important marketing software that you have used and found to be really useful for your company?
Segmentation is my favorite feature in the software. Being able to accurately marketing the products your users are actively looking for is key to converting a sale.
I personally love the entire Adobe Creative Cloud. From Photoshop to Illustrator and back to After Effects, not to mention their stock image database, if you need some content this is the place to get it! Slack might not be a marketing tool and app but communication can be a huge factor in a successful campaign much less a company as a whole. Slack is an easy to use app that allows you to communicate with teammates no matter where you are.
Would you like to share a few words about any marketing software that you use:
i. What do you like in the software/tool?
The simplicity yet elaborate capabilities.
ii. Scope of improvement in the software/ tool.
Adobe provides a wide set of applications for every creative need. Content is essential in a successful marketing campaign.
iii. Did you consider other software for this use case? If yes, why did you decide to move forward with this software?
I had been using Adobe for many things prior to my time at Supurb so I found it not only familiar but very affordable for the number of capabilities.
iv. How likely are you to recommend this to others?
Have already recommended this to many many people in my industry.
Your 2 line advice to people entering in the marketing domain.
Perfection is achieved, not when there is nothing more to add, but when there is nothing left to take away.