Curaleaf · Jun 2023 – Jan 2026
Digital Commerce Platform
Led the full digital product ecosystem — web, iOS, Android, and in-store kiosks — for one of the largest multi-state cannabis operators in the US, supporting $500M+ in annual digital sales across 150+ retail locations.
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Context
The situation
Curaleaf had grown rapidly through acquisitions. The digital experience was fragmented across markets, conversion rates were inconsistent, and the mobile apps were dragging the brand down. The iOS app had a 2.7-star rating with 129 reviews. There was no Android presence. The team needed a product leader who could own the entire digital surface area — not just a feature backlog.
Strategy
How I approached it
I treated this as a conversion and platform problem, not a feature queue. The priority sequence was: (1) close the friction gaps leaking revenue in the funnel, (2) rebuild mobile quality from the ground up, (3) establish a unified product operating model across all platforms so we could ship faster with fewer misalignments.
Execution
What I did
Led 0→1 development and launch of native Android app, increasing mobile footprint and driving 35% growth in app downloads.
Directed full redesign of native iOS app, improving App Store rating from 2.7 (129 reviews) to 4.8 (5,000+ reviews) through UX, performance, and trust improvements.
Launched high-impact growth features including the Special Deals Tray, increasing conversion by 8% and revenue per session by 10.5%.
Drove 10% YoY conversion growth across digital channels through funnel analysis, checkout optimization, and experimentation.
Built and implemented a structured product intake and prioritization framework, increasing engineering velocity by 150% and reducing time-to-market.
Launched Outlet / Shop-in-Shop omnichannel experience, improving sell-through by ~12% and reducing aged inventory by ~16% across participating markets.
Delivered omnichannel enhancements that increased nationwide delivery orders by 6%, improving operational alignment between digital and retail.
Managed vendor integrations (Dutchie, Sweed, Surfside, Optimizely, Monetate) across web and mobile platforms.
Cross-Functional Leadership
Worked directly with engineering, design, analytics, marketing, retail operations, and external vendors. Led a cross-functional team of 7 engineers and 1 designer to achieve mobile and web feature parity. Operated in a highly matrixed environment where corporate product goals had to be reconciled with the operational realities of a national retail network across 150+ store locations.
Outcomes
Impact
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Supported $500M+ in annual digital sales across the platform
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Drove 10% YoY conversion growth across digital channels
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Improved iOS App Store rating from 2.7 (129 reviews) to 4.8 (5,000+ reviews)
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Launched Android app driving 35% growth in downloads
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8% conversion increase and 10.5% revenue per session lift from Special Deals Tray
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150% increase in engineering velocity through structured product process
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~12% sell-through improvement and ~16% reduction in aged inventory
Key Learnings
Physical-digital alignment is underrated. The biggest conversion wins came from understanding what happened after someone clicked "order online" — and mapping the gaps between the digital promise and the in-store execution. Vendor integrations require the same product rigor as internal builds. And process improvements (clear specs, structured intake, fast decisions) can move a team's velocity dramatically without adding headcount.
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