RESUMÉ

Blake Powers
Los Angeles / Orange County, CA


(707) 812-9775
blake.powers.korova@gmail.com
LinkedIn
Portfolio

Summary


Creative and strategic product leader with 23+ years in the cannabis industry, including 15+ years at Korova, where I helped define and evolve one of California’s most iconic cannabis brands. Blending legacy market roots with forward-thinking execution, I specialize in product development, branding, and immersive launch strategies. Adept at multidisciplinary leadership, from concept and compliance to art direction and project management, I bring deep cross-functional expertise and a passion for delivering culture-driven cannabis experiences.

Core Skills

  • Creative Direction & Graphic Design

  • Brand Architecture & Storytelling

  • Product Development & Innovation

  • Product Launches & Marketing Campaigns

  • Sales Team & Budtender Training

  • Adobe Creative Suite (Proficient in Photoshop, Illustrator, working knowledge of After Effects, Premiere)

  • Well-versed in Figma, Canva, Asana, Squarespace, Google Slides with working knowledge of Sheets

  • Demonstrated expertise in several AI platforms (FireFly, Gemini, ChatGPT)

Professional Experience


VP of Product Development at Korova - California
Apr 2019 - Aug 2025

Led all phases of product development from concept to retail execution. Coordinated with compliance teams, R&D, sales, and creative to ensure launch timelines, regulatory requirements, and marketing goals were met across California. Created the consumer and retail journey with strong emphasis on visual design, differentiation, and storytelling.

Key Achievements:

  • Drove 3x revenue growth over 3 years by launching a series of high-performing SKUs across edibles, extracts, and flower

  • Created and executed multi-pronged go-to-market strategies, including:

    • Product Management: Managed the development, positioning, and life cycle of products to meet consumer needs and drive brand growth.

    • Consumer & Retail Hype: Teasers, giveaways, social content, early drops, education, & limited merch

    • Sales Execution: Coordinated rollout with 15+ person team, tracked in-store feedback

  • Pioneered multiple first-to-market products which brought positive focus on the brand resulting in increased sales (2 examples):

    • Geltabs - Created the industry’s first 1,000mg THC gummy designed to unite extract-level potency with edible-style convenience for high-tolerance consumers

    • Black Bottle - Developed the first 1,000mg water-based nano THC tincture in a flavored 2oz format, delivering fast-acting, high-dose cannabis in a novel form tailored to consumers underserved by edible potency limits. The product quickly became a top performer in its category

Director of Marketing at Korova - California
Feb 2015 - July 2019

Built the visual identity, digital presence, and product narratives that positioned Korova as a cult-favorite brand known for bold design and high potency. Designed and launched all major packaging refreshes, merchandise and apparel lines. Managed internal team and external collaborators.

Key Achievements:

  • Transformed brand from grassroots packaging to iconic shelf presence statewide

  • Scaled marketing team from 1 to 7 including a photographer, videographer, designers, content creators, & social media marketers

  • Spearheaded flower launch in 2018 and extracts program in 2021 with custom visuals, strains, packaging, and SOPs for the grow

Senior Graphic Designer / Art Director at Korova – California
Jan 2010 – Aug 2025

Directed packaging, brand identity, and retail campaigns across all products. Managed internal teams and external vendors, established scalable design systems, and partnered with product, marketing, and sales to ensure cohesive execution. Oversaw creative strategy that elevated shelf presence and supported multi-category product expansion.

  • Directed packaging, brand identity, and marketing design across 50+ SKUs in edibles, extracts, and flower.

  • Managed creative workflow from concept through print production, ensuring compliance, cost efficiency, and shelf impact.

  • Built cross-channel campaigns spanning digital, retail, and experiential marketing to drive consumer engagement.

  • Supervised internal design team and external vendors, aligning schedules, budgets, and deliverables.

  • Collaborated with multiple departments to ensure all packaging met regulatory standards and launch timelines.

  • Implemented consistent brand systems that scaled with rapid expansion.

Key Achievements:

  • Designed first-to-market products which became top sellers in their categories.

  • Elevated shelf presence through packaging design that increased consumer recognition and retailer adoption.

  • Created limited-edition merchandise and influencer kits that amplified launches and built brand loyalty.

education

Bachelor of Fine Arts in Graphic Design
ITT Technical Institute - 2006

Creative Studies
Napa Valley College - 2002

Additional Experience

Off-Grid Indoor Grower (Legacy Market)
2002 - 2009
Operated multiple indoor cultivation projects focused on quality and consistency. Hands-on experience in all aspects of growing, harvest, trimming, and local distribution. Foundation for product knowledge and industry insight.

Staff Development & Internal Education  
2015 - 2025
Delivered ongoing brand and product training to internal sales teams (15+ reps) and dispensary staff (20+ people per location) across multiple rollouts. Led multi-week onboarding sessions focused on category education, compliance, and product positioning.

Portfolio Highlights