Alexandra Martinez Gerdts

About Alexandra Martinez Gerdts

Senior marketing leader and project management professional with extensive experience driving go-to-market strategies and cross-functional initiatives in highly regulated, fast-paced industries. With a builder’s mindset, I specialize in transforming market insights into growth strategies that elevate brands and deliver measurable impact. Known for aligning executive and functional teams, managing high-stakes projects, and leveraging data into actionable insights, I bring the vision, leadership, and execution needed to unlock sustainable business growth.My core expertise includes:End-to-End Brand and Product Management, High-Impact Retail and Trade Activations, Data-Driven Campaign Optimization, B2B, B2C, QA/QC. Work Experience SummariesTrulieve - Competitive Intelligence & Activation Manager (October 2025 - Present)Marketing Specialist (Mar 2024 - October 2025) I manage the tactical execution of brand and trade marketing initiatives, including ensuring brand compliance and accuracy across all customer-facing materials. My main contribution is leading over 250+ annual retail activations, involving close collaboration with a third-party agency, and managing the end-to-end process for sourcing, purchasing, and distributing promotional merchandise.Southern Crop - Marketing Manager (Sep 2022 - Aug 2023)As Marketing Manager, I was the driving force behind brand development and market entry. I pioneered the creation and launch of 4 distinct brands, defining their unique identities and marketing strategies. I also managed all digital assets and created educational materials to support wholesale and retail partners, contributing to a 30% boost in product reach.MishMash Co - Marketing Manager (Contract)(2023)During my contract, I focused on boosting brand awareness and customer engagement. I led multi-channel campaigns that resulted in a 130% increase in social media engagement and a 32% increase in followers. I also managed B2B/B2C email campaigns and built influencer partnerships that significantly enhanced brand reach and customer retention.Curaleaf - Marketing Manager (Sep 2017 - Sep 2022)At Curaleaf, I led all regional marketing efforts, directing over 15 regional product launches and 20+ trade activations annually. I managed a 15-member outreach team, which expanded brand presence to over 50 new physician offices, and I streamlined project workflows on Monday.com to ensure efficient campaign execution.

Experience

1. Marketing Activations & Competitive Intelligence Manager

   Trulieve

   Oct 2025 — Present

   Developed and executed a strategic plan for in-store activations, including vendor coordination and promotional support.Analyzed competitor pricing and market trends, providing key insights that informed brand positioning and identified new market opportunities.Led the successful execution of over 680+ retail activations annually, collaborating with a 3rd party agency to manage all logistics, vendor coordination, and promotional supportManaged post-activation performance tracking and KPI reporting, using data-driven insights to optimize future campaign strategies and increase ROI. Led sourcing, purchasing and distribution for all promotional items and activations, maintaining cost efficiency while maximizing marketing impact.Actively test and refine internal AI tools through advanced prompting, translating outputs into actionable insights that support marketing optimization, sales performance, and operational efficiency.Partner with cross-functional teams to turn AI-driven data and competitive intelligence into real-world activations, campaign adjustments, and go-to-market recommendations.Influenced go-to-market strategy for new product launches by integrating competitive intelligence, customer segmentation, and retail activation planning to drive awareness and adoption.Contributed to annual marketing and category planning by identifying activation opportunities, launch windows, and regional priorities aligned to enterprise growth goals.Analyzed customer and transaction-level data to uncover buyer behavior trends and personas, enabling more precise segmentation that informed launch strategy, increased conversion, and revealed untapped revenue opportunities.

Education

• Johnson & Wales University

  Culinary Arts/Chef Training

• Miami Dade College

  Associate of Arts - AA, Psychology