Senior Director, Digital; Retail

Company Overview

Cresco Labs is one of the largest public, vertically integrated, multistate operators in the cannabis industry. Our portfolio of in-house cultivated and manufactured brands features some of the highest quality, most awarded and most popular cannabis products in America. With dozens of locations nationwide, our owned and operated Sunnyside® dispensaries provide a welcoming, positive, judgement‑free place to shop for anyone at any point on their cannabis journey.

Founded in 2013, Cresco Labs’ mission is to normalize and professionalize cannabis through our passionate employees. As stewards of the cannabis industry, our teams are constantly focused on supporting the needs of our fellow colleagues, consumers, customers, and communities alike. With a focus on Social Equity and Educational Development, our SEEDTM initiative ensures that our company reflects the communities in which we serve, ensuring equal opportunity for all to have the knowledge and resources to work in and own businesses in cannabis.

At Cresco Labs, we aim to revolutionize and lead the nation’s cannabis industry with a focus on quality and consistency of product, and to bring legitimacy to the industry with the highest level of integrity and professionalism.

At Cresco, we aim to lead the nation’s cannabis industry with a focus on regulatory compliance, product consistency, and customer satisfaction. Our operations bring legitimacy to the cannabis industry by acting with the highest level of integrity, strictly adhering to regulations, and promoting the clinical efficacy of cannabis. As Cresco grows, we will operate with the same level of professionalism and precision in each new market we move in to.

Cresco Labs is seeking a strategic and execution‑oriented Sr. Director, Digital to own the full digital commerce ecosystem – from e‑commerce and media to CRM, loyalty and analytics – ensuring seamless integration between online and in‑store experiences. This individual will report directly to the VP of Retail Operations and serve as the key architect of a unified, data‑driven customer ecosystem spanning paid, owned and earned channels.

The role requires a retail‑first and digital‑first thinker with deep experience in building integrated digital strategies that drive customer acquisition, retention and lifetime value, while enhancing the overall digital customer journey. 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.

• Owns the digital revenue contribution, site conversion and online‑to‑offline experience
• Manages and optimizes a multi‑channel digital budget, directly accountable for ROI, ROAS and contribution margin
• Drives digital innovation – from loyalty gamification and mobile app engagement to frictionless payments and emerging tech integration
• Partners closely with P&L owners to align digital marketing strategy and spend, translating goals into clear business outcomes. Educates cross‑functional stakeholders on the impact of digital marketing levers, driving understanding, trust, and shared accountability for results
• Implements a test‑and‑learn culture leveraging A/B testing, predictive analytics and personalization to improve conversion and retention
• Defines and executes the digital product roadmap for retail marketing, collaborating with product and engineering teams to bring to life seamless customer journeys
• Owns the development and performance of CRM channels, including personalized, high‑conversion email and SMS marketing
• Drives paid media and national advertising, scalable outreach, referral and review programs, building systems to convert satisfied customers into promoters and new traffic
• Builds and mentors a growing digital team, fostering a culture of ownership, experimentation and innovation
• Partners with Regional VP…