Vice President, Visual at Berkeley, Illinois

Vice President Of Retail Brand Experience

The Vice President of Retail Brand Experience will lead the design and execution of customer experience strategies across markets and stores. The Vice President of Retail Brand Experience will be responsible for fostering a customer-first culture while everyone feels a connection to the brand, the shop, and its employees. This role will drive increased customer engagement, sales, loyalty enrollment, and impact vertical mix.

Essential Duties And Responsibilities

• Ensure exceptional customer experience across regardless of point of origin of transaction (store, e-commerce, app, and drive-thru) while accommodating local nuances. Partner with marketing, operations, and technology teams to create seamless brand defining experiences.
• Incorporate customer feedback, operations and process improvement recommendations, design improvements, and customer service techniques into daily store operations.
• Develop annual loyalty program targets by market, report on progress to achieving those goals on a quarterly basis and develop strategies to increase loyalty program enrollment when necessary.
• Drive ROI through loyalty program, customer retention strategies and customer engagement campaigns.
• Develop and implement strategies to enhance customer experiences, improve service, and increase profitability.
• Work with regional leadership to identify and develop brand experience evangelists by market.
• Work cross-functionally with the Product, Retail Operations, Retail Marketing, Brand Marketing, Retail Training, Merchandising, Wholesale and Procurement Teams to ensure excellence in the execution of all Verano product launches.
• Develop specific retail training and education plans.
• Develop market specific sales targets by week for 1st month of launch.
• Identify engagement and rewards programs to support sales targets.
• Partner with Market Directors on comprehensive go-live action plan.
• Tour stores the week of launch.
• Competitively shop other dispensaries and retailers and evaluate their service experience.
• Conduct market visits to renew, assess and monitor issues, progress and opportunities.
• Collaborate with Product, Marketing, and Procurement teams to ensure alignment of asset investments with storytelling focus.

Minimum Qualifications

• Bachelor's degree in Business, Marketing, Hospitality, Retail Management, or related field (equivalent experience may be preferred).
• Minimum 10 years of progressive leadership experience in retail, hospitality, or consumer-facing environment.
• At least 5 years in multi-unit, regional, or enterprise-level leadership roles with accountability for customer experience, revenue, and team performance.
• Demonstrated success leading customer experience, brand execution, or loyalty initiatives at scale.
• Prior experience in regulated industries (e.g., cannabis, alcohol, healthcare, or highly regulated retail) strongly preferred.
• Effective consultative and influencing approach, with proven ability to work effectively with all organizational levels.
• Strong operational and financial acumen with the ability to interpret performance metrics and financial reports.

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. The mental and physical requirements described here are representative of those that must be met by an individual, with or without reasonable accommodation, to successfully perform the essential functions of this position.

Working Environment

Work is performed in an office environment. The noise level in the work environment is usually moderate. The work environment characteristics described here are representative of those an individual encounters while performing the essential functions of this position.