- Drove the strategy, implementation and growth of the retail customer experience vision for all retail locations (150) across 14 active markets in the highly regulated and competitive cannabis industry- Supported new store opening team on aggressive expansion by building and directing the execution of new store launch plans in new markets- Collaborated with Sales, Retail Operations, Store Development and Brand Marketing teams to define the ideal guest experience through digital marketing, website, store design, visual merchandising and education to increase sales and transactions- Partnered in commercial planning, working with cross-functional partners to define retail activation and promotional strategies, build brand awareness, increase brand loyalty and drive sales.- Strategized cross-functionally with all areas of marketing, IT, store development, finance, and legal to successfully navigate regulatory guidelines across the national retail footprint- Managed a team of Brand Specialists across each market, to collectively execute brand sell-in, field marketing objectives, merchandising standards, community building through meaningful events, and in-market networking

- Established Sunnyside, the retail brand of Cresco Labs, presence, driving sales and market share growth by building a holistic and distinctive brand that builds consistency and continuity of experience in a rapidly evolving and highly dynamic environment - Collaborate with Retail Operations and Regional Field Marketing teams to support the fast-growing number of new store openings, store conversions and acquisition integrations- Partner with Retail Operations & Store Development to define the ideal guest experience - Develop strategic programs to enhance in store experience, merchandising and local events- Strategize cross-functionally with all areas of the business to navigate the disparate landscape of regulatory guidelines across the national retail footprint- Manage external agencies

- Responsible for building top line sales, increasing brand awareness, driving traffic, and leading the execution of field marketing plans across nearly 400 locations- Managed all domestic and international franchise integrated marketing efforts- Collaborated with a cross-functional team from field, category, and integrated marketing to ensure alignment, development, and execution of national marketing programs and go-to-market strategies- Authored Neighborhood Marketing Guide and ongoing development of sales building toolkits and turnkey, scalable programs for operations, including a company-wide donation platform that increased traffic 15%-20% week over week- Developed Field Marketing strategic plans, managed the budget and forecast, and presented updates and reports to key business leaders, local and national senior leadership, and other key stakeholders- Managed a high-performing team of outside sales representatives

- Served as sales and marketing consultant for the operations team by providing ongoing coaching to field leaders on how to execute neighborhood specific sales plans

- Provided marketing support for all company-operated restaurants throughout the Midwest, Northeast and Mid-Atlantic regions

- Developed turnkey, store-specific solutions to drive transactions for the Retail North America business