VP, Visual Merchandising & Brand Experience

VP, Visual Merchandising & Brand Experience

Verano Holdings Corp. (Cboe CA: VRNO) (OTCQX: VRNO), one of the U.S. cannabis industry's leading companies based on historical revenue, geographic scope and brand performance, is a vertically integrated, multi-state operator embracing a mission of saying Yes to plant progress and the bold exploration of cannabis. Verano offers a superior cannabis shopping experience in medical and adult use markets under the Zen Leaf™ and MÜV™ dispensary banners and produces a comprehensive suite of high-quality, regulated cannabis products sold under its diverse portfolio of trusted consumer brands including Verano™, MÜV™, Savvy™, BITS™, Encore™, and Avexia™.

Verano's active operations span 13 U.S. states, comprised of 15 Cultivation and production facilities with over 1,000,000 square feet of cultivation capacity.

Job Summary The Vice President of Visual Merchandising & Brand Experience will define brand/product presentation and storytelling within the retail environment, ensuring a consistent, elevated, and dynamic brand/product experience across markets and stores. The Vice President of Visual Merchandising & Brand Experience will be responsible for owning how Verano tells brand stories in a retail store setting with the goal of capturing attention, driving customer engagement, increasing sales, and impacting vertical mix.

Essential Duties and Responsibilities:

• Define and lead the visual merchandising vision for Zen Leaf and MUV across all owned retail stores
• Establish the creative standards that guide how product, storytelling, and brand come to life in physical environments
• Continuously evolve visual merchandising standards to reflect Zen Leaf and MUVs brand evolution, product innovation, and category growth
• Drive innovation in floor sets, merchandising strategy, fixtures, and storytelling that differentiate Zen Leaf and MUV's in‑store experience from the cannabis industry
• Translate brand and product narratives into compelling, commercial in‑store storytelling
• Collaborate with Product, Marketing, and Procurement teams to ensure alignment of asset investments with storytelling focus
• Develop compelling product presentation and brand story-telling collateral
• Design and oversee production of customized merchandising and visual merchandising elements when necessary
• Anticipate merchandising opportunities and proactively bring forward ideas that elevate the customer engagement experience
• Monitor category performance, sales volumes, gross margin, and inventory ROI. Adjust merchandising strategies and pricing to maximize profitability
• Conduct market visits to review, assess and monitor issues, progress and opportunities
• Create a store audit program to evaluate execution of visual merchandising, marketing initiatives, signage, and customer shopping experience

Minimum Qualifications:

• Bachelor's Degree in Merchandising, Marketing, Design, Retail Management, Business or related field
• 12-15+ years of experience in visual merchandising, brand experience, retail design, creative or experiential leadership
• 7-10+ years of experience leading large, multi-level teams
• Formal training in brand strategy, consumer experience/CX, design thinking, retail analytics or merchandising strategy
• Ability to balance creative vision with operational execution
• Track record measurable retail outcomes such as increased sales, improved customer engagement, and stronger brand consistency across all channels
• Effective consultative and influencing approach, with proven ability to work effectively with all organizational levels

Preferred Qualifications:

• Proven ability to lead, influence, and inspire teams across markets
• Excellent communication, presentation, and stakeholder-management skills
• Customer-centric mindset with a passion for service excellence
• Proficiency with retail systems, reporting tools, and standard business technology
• Ability to handle confidential and sensitive information with discretion
• Demonstrated adaptability in fast-paced, evolving environments

Physical and Mental Demands:

• While performing the duties of this job, the employee is frequently required to remain in a stationary position, move and/or position oneself, communicate, operate and/or prepare, place, position objects, tools, or controls
• The employee must occasionally move packages weighing up to 10 lb. Able to stand 90% of the time
• Specific vision abilities required by this job include close observation and the ability to adjust focus

Working Environment:

• Work is performed in an office environment
• The noise level in the work environment is usually moderate