At global cannabis brand PAX, Luke leads all facets of the direct-to-consumer (DTC) business, including ecommerce, marketing and go-to-market, as well as wholesale, where he oversees distribution in more than 30 countries.

Luke was lauded by his colleagues as a strategic risk-taker in a space without access to traditional channels, tools and services. He brings a creative approach to a fragmented market, deploying limited resources to engage consumers effectively. Additionally, he is effectively navigating the unique challenges of the cannabis market, such as a varied state patchwork of laws and regulations, the daily risk of shadow banning and nuanced logistics challenges presented by prohibitions on crossing state lines.

Luke’s key accomplishments include:

• Overseeing PAX’s brand evolution from consumer tech to cannabis, including brand story, visual identity and rollout strategy;
• Implementing personalization for the brand, including MyPAX, so consumers could customize their vape devices to meet their own style;
• Driving the launch of a custom accessories line to improve average order value (AOV) and expand the PAX product ecosystem;
• Redesigning the go-to-market playbook to better support PAX’s commercial efforts; and
• Rolling out creative marketing strategies that drive visibility and foster meaningful brand affinity, which gave the brand recognition from Clio, Adweek and more.