Flow Kana

Built the physical brand world, field organization and trade-marketing programs that helped turn a mission-driven company into a scalable commercial platform.

40Brand ambassadors led

$25M+Annual sales supported

63SKUs launched

70%Year-over-year growth

The mandate

Make the brand tangible, consistent and powerful in the market.

Flow Kana connected craft cannabis, Northern California farming communities and a new model for the category. I led the work that translated that story into merchandise, retail education, field activation, sales tools, events and customer-facing brand touchpoints.

I owned the company’s physical brand expression outside packaging—from apparel and ambassador kits to accessories, trade-show tools and retail materials—while building the team and operating system required to execute at scale.

Flow Kana branded water bottle — Custom water bottle · product and pattern direction

Flow Kana Daily Grind branded grinder — Daily Grind accessory · brand voice translated into product

Flow Kana Don’t Panic It’s Organic ashtray — Branded ashtray · useful product with a culture-led point of view

Flow Kana branded jacket production proof — Apparel development · placement, artwork and production proofing

What I built

Merchandise & physical brand

Developed apparel, accessories, ambassador kits, event assets, trade-show tools and consumer products that extended the brand beyond packaging.

Field organization

Built and led a 40-person brand ambassador and field-marketing team, overseeing hiring, training, performance, retail activations, events and market intelligence.

Trade & retail execution

Connected launches, education, displays, sales enablement and market-level feedback to stronger distribution, account performance and brand consistency.

Platform expansion

A team strong enough to support other brands.

As the team’s capabilities matured, our remit expanded beyond Flow Kana. We supported distribution, retail education and market execution for outside brand partners, giving those companies access to an established field and trade-marketing platform.

I also led California trade marketing for Willie’s Reserve, translating a culturally recognizable brand into coordinated retail and field execution across the state.

Susana de la Rionda with Willie Nelson — Willie’s Reserve · California trade-marketing leadership

Flow Kana products merchandised on a branded retail shelf — Retail education and product storytelling in market

The result

Creative ownership backed by commercial scale.

The work supported more than $25 million in annual sales, 70% year-over-year revenue growth, 63 SKU launches and a 35% increase in market share—while building a field and trade-marketing platform capable of supporting multiple brands.