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If you are considering sending an application, make sure to hit the apply button below after reading through the entire description. Overview Cresco Labs is one of the largest public, vertically integrated, multistate operators in the cannabis industry. Our portfolio features high quality, awarded cannabis products, with Sunnyside dispensaries providing a welcoming, judgement-free place to shop for anyone on their cannabis journey. Cresco Labs aims to normalize and professionalize cannabis, with a focus on Social Equity and Educational Development through the SEED initiative to reflect the communities we serve. We strive for quality, consistency, integrity, and professionalism in the cannabis industry. Job summary Cresco Labs is seeking a strategic and execution-oriented VP, Retail Marketing to lead and scale marketing for the Sunnyside business. This role reports to the SVP of Retail and serves as the key architect of our retail brand, digital experience, shopper communications, and national marketing programs. The ideal candidate is a retail-first and digital-first thinker with deep experience in building scalable marketing systems across channels and store teams, thrives in a dynamic, high-growth environment, and demonstrates ownership, follow-through, and operational excellence. The candidate should be able to define a compelling vision and lead with clarity, structure, and accountability. Responsibilities Owns the end-to-end marketing strategy for the retail business, driving customer acquisition, retention, and brand affinity at scale. Architects Retail marketing budget in service of the broader P&L, accountable for delivering measurable results that are accretive to the business. Partner with P&L owners to align marketing strategy and spend, translating goals into clear business outcomes and educating cross-functional stakeholders on the impact of marketing levers. Set and lead the retail brand vision, positioning and identity, ensuring cohesion across store design, visual merchandising, content, e-commerce, and Sunnyside owned brand. Build and scale marketing programs that can be executed locally and implemented across stores in partnership with field operations and store teams. Lead measurement and optimization of full-funnel marketing with structured KPIs to assess and drive impact. Drive digital-first retail innovation, including loyalty programs, personalized e-commerce experiences, and frictionless in-store and online transactions. Define and execute the digital product roadmap for retail marketing in collaboration with product and engineering teams. Own CRM channel development and performance, including personalized, high-conversion email and SMS marketing. Drive paid media, national advertising, scalable outreach, and referral and review programs to convert satisfied customers into promoters and new traffic. Lead the in-house creative agency to deliver high-quality creative and production on time, balancing quality with volume. Provide dotted-line leadership to a regional marketing team for day-to-day execution and cross-functional alignment across markets. Partner with Regional VP of Retail to execute regional programs that drive consistency, performance, and adoption of marketing processes. Establish a culture of accountability and ownership within the marketing team and deliver results with operational excellence. Collaborate across Retail Operations, Merchandising & Planning, Dev, Finance, HR, Wholesale Marketing, and others to ensure unified execution and proactive communication of plans. Foster a strong feedback and testing culture, using performance data to iterate and improve programs. Oversee internal marketing operations systems and toolkits to ensure scalable and repeatable processes across teams. Required experience, education and skills A bachelor's degree and 10+ years of marketing leadership experience in high-growth, multi-unit retail environments; cannabis experience is a plus but not required. Best suited for someone who is Chicago-based and can participate in a hybrid work environment (office in Fulton Market 2-3 days per week). Quarterly travel in market. Proven success in leading digital and omnichannel retail marketing, including loyalty, e-commerce, CRM, and performance marketing. Deep understanding of customer segmentation and lifecycle marketing with the ability to personalize experiences that drive measurable outcomes. Experience building and evolving brand systems across physical and digital retail touchpoints, including store concept and design. Ability to define and lead digital product roadmaps in collaboration with cross-functional teams. Experience assessing and integrating M&A is a plus but not required. Strong analytical mindset and comfort with KPIs spanning both customer behavior and commercial metrics (e.g., CLV, NPS, frequency, retention, ATV, CAC, ROAS, loyalty engagement). Outstanding communication and stakeholder management skills with proactive cross-functional collaboration. Builder and leader of high-performing teams who sets a high bar and develops future leaders. Ownership mindset—delivers with excellence, follows through on commitments, and proactively solves problems. Benefits Cresco Labs offers a robust benefits package including major medical, dental and vision insurance, a 401(K) match, FSA/HSA options, LTD/STD, life insurance, AD&D, paid holidays, and paid time off. Eligible employees may also receive discretionary bonuses, stock options, and participation in the employee discount program. Benefits eligibility may vary by role and location. Pay range: $195,000—$215,000 USD. Additional requirements Must be 21 years of age or older to apply Must comply with all legal or company regulations for working in the industry Equal Opportunity Employer statement and privacy notices may apply. For questions, contact the recruiter during the interview process. Please do not submit personal banking information as part of any application process.

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