Brand Manager, Wholesale Marketing

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 SEED™ 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.

JOB SUMMARY

As Cresco Labs accelerates the development of its brand portfolio, the company is seeking a Brand Manager to join our corporate Marketing team in Chicago, IL. In this role, you will be responsible for the day‑to‑day leadership to bring a collection of the top national cannabis brands to the next level. You will lead the national strategy of brand positioning, brand strategy, near‑in packaging and product development, communications, and work closely with the retail and regional wholesale marketing teams to define consumer promotions and in‑store support.

To do so, you will work closely with cross‑functional partners across sales, supply chain, compliance, operations, finance, and many others to drive key initiatives and deliver results.

CORE JOB DUTIES

• Develop, implement, and manage a clear brand marketing strategy for key Cresco Labs brands to set business up for both short‑term and long‑term success.
• Lead the development of annual marketing plans distilling an insights‑based situational assessment, identifying key strategic imperatives, and cascading to core tactical brand initiatives.
• Collaborate with regional wholesale marketing and retail teams to develop and implement a strategic activation plan to establish brand awareness and product understanding, with clear KPIs and measurement plan.
• Manage channel strategy and key activations within those channels for the brands, including ecommerce, digital & social media, and earned media.
• Analyze and report on sales metrics, market trends, competitive activity, consumer insights and other data to strengthen ongoing brand projects and strategy. Continuously evaluate business performance to inform short and long‑term brand strategies.
• Lead the expansion and commercialization of brands into new states, along with the cross‑functional development of line extensions, incremental packaging improvements, and other new business opportunities.
• Support test and learn initiatives to gain greater understanding of customer demands in a dynamic and changing marketplace.
• Effectively brief and manage internal and/or external agency partners in service of the development and execution of brand communications and integrated marketing campaigns across all channels.
• Serve as the key representative for the brands across the organization, and present brand strategies and plans to senior leadership and cross‑functional partners.

REQUIRED EXPERIENCE, EDUCATION AND SKILLS

• Traditional CPG brand…