Herbert Skinner grew up in California and developed an interest in the cannabis industry. He served 6 years in the U.S. Coast Guard and is now studying digital marketing. His goals are to land an entry-level marketing job at Weedmaps and eventually start his own cannabis marketing firm. He analyzes his skills, networking opportunities, and competition to develop his personal brand for the cannabis industry.

1. PERSONAL BRAND EXPLORATION
Herbert Skinner
Project & Portfolio I: Week 3
October 20, 2019

2. The eldest of 2 siblings, Herbert Skinner
grew up in Rancho Cucamonga, California.
which shaped his “network is your net
worth” principles. Growing up in the
Inland Empire, Herbert developed an
interest in the Cannabis industry and
advocated its medical benefits. After
serving 6 years in the U.S. Coast Guard as
an Operations Specialist, Herbert entered
in the Digital Marketing program at Full
Sail University where he’s focused on
developing digital marketing skills .
IDENTITY

3. PROFESSION
Potential Job Titles:
• Marketing Coordinator
• Digital Marketing Consultant
• Senior Consultant
Maverick Archetype- Inspiring
Realtors to stay top of mind through
social media and automation.
Digital Marketing for Real Estate Professionals

4. • DEMOGRAPHICS: 80% Male,
35-45 years old, Predominately
White, Single, College Educated,
Located in middle-America.
• PSYCHOGRAPHICS: Enjoys
outdoor activities, spends free
time smoking cannabis, adheres
to liberal lifestyles and opinions,
regularly attends cannabis
events and festivals.
• IDEAL AUDIENCE MEMBERS:
Cory Eustace, Head of Talent
(Weedmaps), Christopher Bels,
CEO (Weedmaps), Lance
Lambert, Director of Herbal
Business Development (Boveda)
Recruiters & Hiring Managers at Weedmaps, Boveda,
Hightimes
TARGET AUDIENCE

5. GOALS
Short Term: (Immediately After Graduation, 2021)
• Land an entry-level marketing position at Weedmaps.
‣ Connect with, and send a follow up promotional
email to, 25 Weedmaps team members on
LinkedIn by December 31, 2019.
Mid Term: (2025)
• Lead a successful digital marketing campaign aimed at
expanding rodeo attendance.
‣ Expand year-over-year Weedmaps event
attendance by 30% nationwide by December 31,
2025.
Long Term: (2040)
• Establish a Marketing firm geared toward helping
Dispensaries, grow their local presence.
‣ Save a total of $75,000, complete 5 demo reels,
and secure 3 business partnerships by
December 31, 2040.

6. SKILLS ANALYSIS
Notable Skills & Current Proficiencies:
Notable Skills REQUIRED in TRADE & Current Proficiencies:
Social Media Marketing 87%
Adobe Creative Suite 65%
Time Management 70%
Public Speaking 60%
SOFTHARD
CRM Software 10%
WordPress CMS 10%
Professional Writing 40%
Public Speaking 60%
SOFTHARD

7. I help professional cannabis organizations
increase dispensary attendance by
entertaining and inspiring millennials and
their families through digital media
storytelling.
PROMISE

8. CREDENTIALS
Work Experience:
• 6 years service in U.S. Coast Guar
• 3 years in search engine optimization &
social media marketing for Digital
Marketing Firm
Education:
• Digital Marketing, B.S., Full Sail University (Exp. 2021)
Awards:
• Coast GuardAchievement Medal, U.S.
Coast Guard

9. COMPETITION
Allan Jabczynski
Industry Experience:
• 4 years Digital Marketing Experience
Education:
• Irvine Valley College
• 2013-2017
Leadership Experience:
• Brand Ambassador for Sculpted Fitness
Skills and Proficiencies:
• Leadership - 62 endorsements
• Social Media - 53 endorsements
• New Business Development - 46 endorsements
Herbert Skinner
Overall Online Presence:
• More than 500 connections, banner image
customized, amateur headshot, lack of details
throughout profile, no articles published, active
on social media,
• Grade: Poor, 85 out of 100
Industry Experience:
• 3 years SEO and Social Media
Marketing for Real Estate Industry
Education:
• Current student enrolled in Sports Marketing &
Media, B.S. at Full Sail University
Leadership Experience:
• U.S Coast Guard multiple leadership roles
Overall Online Presence:
• 87+ connections, banner image customized,
professional headshot, detailed summaries
throughout profile with two content pieces, no
articles published, sporadically active on
personal social media accounts,
• Grade: Average, 58 out of 100

10. COMPETITION
Corey Schaub
Industry Experience:
• 3 years marketing for advertising
agencies
Education:
• Marine Science, M.S.
• Marine Biology
• University of Delaware
Noteworthy Experience:
• Entrepreneurship - President of surf supply company in
Delaware.
Skills and Proficiencies:
• Customer Service - 8 endorsements
• Sales- 8 endorsements
• Microsoft Office - 7 endorsements
Herbert Skinner
Overall Online Presence:
• 500+ connections, banner image not yet customized,
polished headshot, detailed profile summaries, two
recommendations, notable volunteer work, URL not yet
customized, premium membership
• Grade: Good, 70 out of 100
Industry Experience:
• 3 years SEO and Social Media
Marketing for Real Estate Industry
Education:
• Current student enrolled in Sports Marketing & Media,
B.S. at Full Sail University
Leadership Experience:
• U.S Coast Guard multiple leadership roles
Overall Online Presence:
• 87+ connections, banner image customized,
professional headshot, detailed summaries throughout
profile with two content pieces, no articles published,
sporadically active on personal social media accounts,
• Grade: Average, 58 out of 100

11. BRAND POSITION
Renewing honor, courage, and commitment in
Cannabis industry by connecting the right
brands with the right patient.
HERBERT SKINNER

12. NETWORKING &
MARKETING
Industry Events & Organizations
• 2019 Global Rodeo Conference
‣ June 19 - 21 | Reno, NV
• American Marketing Association (AMA)
‣ Collegiate Membership | Orlando Chapter
• Annual Silver Spurs Rodeo
‣ May 31 - June 1, 2019 | Kissimmee, FL
Digital Marketing
• Primary Tools: FB and Instagram ; LinkedIn - network with
industry pros and publish monthly articles highlighting some of
the podcast stories
• Website: Full Sail digital portfolio site to showcase school
work

13. PROFESSIONAL DEVELOPMENT
Mentor
• Seeking senior-level marketing pro with at least 25 yrs
of experience in Cannabis Industry and shares similar
values, Jan. 2020
Formal Education
• Complete Digital Marketing, B.S. by expected
graduation date in 2021
Technical Skills
• Set up free HubSpot CRM; complete all CRM courses
through HubSpot Academy, Dec. 2019
• SEO Foundations - Lynda.com, May 2019
• WordPress 5 Essential Training - Lynda.com, May 2019
Soft Skills
• Writing Formal Business Letters & Emails - Lynda.com,
Sept. 2019
• Business Writing Principles - Lynda.com, Oct. 2019
• Join local Toastmasters Club and regularly attend
monthly events, starting Oct. 2019
• Impromptu Speaking - Lynda.com, Nov. 2019

14. Herbert Skinner
You know how the rodeo fanbase has been
gradually slipping over the past decade? Well, what I
do is produce personal brand stories that entertain and inspire cannabis
consumers to celebrate the growth in the nsustry. In fact, after serving 6
years as a U.S. Coast Guardsman, Customers often referenced my video
as the reason they decided to seek out a local dispensary.
“

15. REFERENCES
Jabczynski, A. (2019). Allan Jabczynski LinkedIn Profile. Retrieved October 20, 2019, from https://
www.linkedin.com/in/mrtakeo/
Schaub, C (2019). Corey Schaub
LinkedIn Profile. Retrieved October 20, 2019, from https://www.linkedin.com/in/coreyschab/
Montha, P (2019). Paul Montha LinkedIn Profile . Retrieved October 20, 2019 from https://www.linkedin.com/
in/paul-montha-419a1412/
Weedmaps Career Site. (2019). Senior Product Marketing Manager - Job Description. Retrieved October 20, 2019,
from
https://weedmaps.com/careers?gh_jid=4277544002
Weedmaps Career Site. (2019). Senior Growth Operating Analyst - Job Description. Retrieved October 20, 2019,
from https://weedmaps.com/careers?gh_jid=4276301002