Privilege Clavel is a Creative Director specializing in brand development, visual systems, and integrated marketing execution. She leads the creation of cohesive, high-impact creative across digital, social, and experiential channels—balancing strong aesthetic direction with performance-driven outcomes. With experience across both sales and creative functions, her work connects storytelling with measurable audience growth, brand positioning, and market expansion. She has led content production, campaigns, and partnerships that strengthen brand identity while driving engagement and visibility.

Privilege Clavel

CONTACT: privilegeclavel@gmail.com

Campaign Work

Creative Partnerships

Overview : At The Bettering Company, I operated across creative direction, retail marketing, and sales strategy during a period of rapid expansion across New York City dispensary accounts.

In the absence of a formal creative department, I built and led the company’s visual and content system—aligning brand storytelling with retail performance, audience engagement, and in-store conversion.

My role functioned at the intersection of:

  • Creative Direction

  • Brand Marketing

  • Retail Growth Strategy

  • Content Production

Case Study: The Bettering Company

Strategy: I developed a dual-layer system connecting retail execution + brand storytelling:

  • 1. Retail Visibility System

    • Created targeted content highlighting dispensary partners and in-store product presence

    • Strengthened shelf presence through consistent storytelling across accounts

    • Reinforced relationships through ongoing education and activation touch points

    2. Content-Driven Demand Creation

    • Built a consistent content engine (photo, video, campaign storytelling)

    • Shifted brand perception from product-focused to lifestyle + identity-driven

    • Increased frequency and quality of consumer-facing touchpoints

    3. Community + Activation Layer

    • Led budtender trainings and live activations across NYC boroughs

    • Strengthened product education to improve conversion at point of sale

    • Integrated community partnerships to deepen brand credibility

Sales Impact (Creative-Led Growth)

Business Growth

  • Increased monthly order volume from an average of $12K → $50K

  • Supported expansion through onboarding new retail accounts across NYC, including Sofa Club, The Alchemy, Misha’s Flower Shop, Indoor Treez, Stash Master, Skones Dispensary, and Simply Green

Brand Growth

  • Increased Instagram impressions from 16K → 232K

  • Grew audience from 1,100 → 2,000 followers through consistent storytelling and content execution

  • Strengthened brand visibility across retail partners through integrated content + activation strategy

Operational Impact

  • Maintained consistent account performance and communication during periods of limited internal resources

  • Rebuilt relationships with previously strained retail partners, reopening opportunities for education, activations, and reorder cycles

  • Improved cross-functional alignment between sales, creative, and retail execution

Key Insight

This role required building a creative marketing system inside a sales-driven environment.

By connecting content production, retail education, and account management into a unified strategy, I was able to directly influence both:

  • Brand perception at the consumer level

  • Revenue performance at the retail level

What This Work Demonstrates

  • Ability to build brand systems without existing creative infrastructure

  • Experience translating visual storytelling into retail performance outcomes

  • Strong cross-functional leadership across sales, marketing, and content

  • Capability to operate as both Creative Director and growth operator