Sr. Director, Retail Marketing Brand, Visual & Creative

Sunnyside•Chicago, IL

6d•Hybrid

About The Position

Cresco Labs is seeking a strategic and execution-oriented Sr. Director, Retail Marketing to lead and scale marketing for the Sunnyside business. This individual will report directly to the VP of Retail Operations & Marketing and serve as the key architect of our retail brand, in-store visual & design strategy, and national marketing programs. The role requires a retail-first thinker with deep experience in building scalable marketing systems that connect seamlessly across channels and store teams. Success in this role demands someone who thrives in a dynamic, high-growth environment and approaches their work with ownership, follow-through, and operational excellence. The ideal candidate will have experience leading performance-driven marketing organizations at the forefront of retail innovation. They must be able to define a compelling vision and lead with clarity, structure, and accountability.

Requirements

A bachelor’s degree and 10+ years of marketing leadership experience in high-growth, multi-unit retail environments
Experience building and evolving brand systems across all physical and digital retail touchpoints, including store concept and design.
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 a proactive and transparent approach to cross-functional collaboration.
A builder and leader of high-performing teams, who sets a high bar, offers strong support, and develops future leaders.
Operates with an ownership mindset — delivers with excellence, follows through on commitments, and proactively solves problems.
Must be 21 years of age or older to apply
Must comply with all legal or company regulations for working in the industry
Applicants must be legally authorized to work in the United States on a permanent basis without the need for current or future sponsorship at any time.

Nice To Haves

Cannabis experience is a plus but not required.
Experience assessing and integrating M&A is a plus but not required.

Responsibilities

Owns the end-to-end brand marketing strategy for the retail business, driving customer acquisition, retention, and brand affinity at scale.
Architects retail brand marketing budget, in service of the broader P&L, accountable for delivering measurable results that are accretive to the business.
Partners closely with regional P&L owners to align marketing strategy and spend, translating goals into clear business outcomes.
Educates cross-functional stakeholders on the impact of marketing levers, driving understanding, trust, and shared accountability for results.
Sets and leads the retail brand vision, positioning and identity, ensuring cohesion across store design, visual merchandising, content, e-commerce, and Sunnyside owned brand.
Builds and scales marketing programs that can be executed with nuance locally and are effectively implemented across stores in partnership with field operations and store teams.
Leads the in-house creative agency, delivering exceptional creative and production output on brief and on time, balancing the needs of high quality and high quantity work.
Provides dotted-line leadership to a regional marketing team that supports day-to-day execution and cross-functional alignment across markets, ensuring continuity of brand expression and consistency with national commercial strategies.
Establishes a culture of accountability and ownership within the marketing team, setting clear expectations and delivering results with operational excellence.
Partners cross-functionally across Retail Operations, Merchandining & Planning, Finance, HR, Wholesale Marketing etc. to ensure unified execution of initiatives and proactive communication of plans.
Champions a strong feedback and testing culture, leveraging performance data to continually iterate and improve marketing programs.
Owns internal marketing operations systems and toolkits, ensuring processes are scalable, repeatable, and consistently executed across teams.