The Role
Green Thumb Industries is looking for a strategic, results-oriented marketing manager to own digital and loyalty marketing for our Illinois dispensary network. This is a central team individual contributor role reporting to the Retail Brand Director, sitting at the intersection of brand, performance, and field execution.
The Regional Retail Marketing Manager will be responsible for conceiving activation concepts, leading cross-functional implementation, monitoring performance, and iterating quickly based on results for loyalty and digital marketing channels. The role spans the full customer lifecycle: driving net new customer acquisition and retaining and growing the customers we already have. This individual will collaborate closely with our regional and central marketing teams. Illinois is the initial geographic focus of this role; as GTI's regional marketing model evolves, this person's scope may expand to include additional markets.
This is not a purely strategic role. At times, this person will be expected to show up in the field to support or lead in-person activations alongside store teams and local partners.
Responsibilities
Concept Development & Campaign Strategy
- Serve as an ideation engine for Illinois retail marketing, generating activation concepts across paid media, loyalty, eCommerce, and in-store experience improvements
- Translate market-level insights (competitive, seasonal, behavioral) into actionable campaign briefs and activation plans
- Build and maintain an Illinois activation calendar that aligns cross-functional workstreams around a coherent market strategy
- Balance acquisition-focused initiatives with retention and lifecycle programming, ensuring the full customer base is addressed
Cross-Functional Implementation
- Lead implementation of Illinois campaigns in partnership with Paid Media, Loyalty, eCommerce, Retail Operations, and Local Marketing teams, owning the through-line from concept to execution
- Brief partner teams clearly, track deliverables, and resolve blockers to keep initiatives on schedule
- Coordinate in-store marketing execution — including signage and point-of-sale materials — in partnership with Retail Ops and the Commercial team
Performance Monitoring & Optimization
- Define success metrics for each initiative at the outset and hold accountability for tracking and reporting on them
- Monitor campaign and program performance on an ongoing basis across acquisition, retention, and engagement KPIs
- React quickly to performance signals, scaling what is working, pausing what is not, and proposing adjustments to partner teams with clear rationale
- Contribute Illinois-level insights to broader Retail Brand team planning and strategy discussions
Field Activation
- Show up in person for key activations, events, and store visits across Illinois as needed. This is a hands-on role, not a desk-only one
- Build relationships with store teams and use field time to gather firsthand insights that inform future marketing decisions
- Represent the Retail Brand team on the ground, ensuring activations are executed to standard and reflect the Rise brand
What Success Looks Like
- Illinois has a live, cross-channel activation calendar that is regularly refreshed and clearly tied to acquisition and retention goals
- Net new customer acquisition in Illinois improves measurably, with clear attribution to marketing-driven initiatives
- Retention metrics — repeat visit rate, loyalty enrollment, customer LTV — trend positively in Illinois
- Partner teams (Paid, Loyalty, eCommerce, Regional Marketing, Retail Ops) regard this person as an organized, reliable, and proactive collaborator
- This person is actively building the playbook for how GTI approaches regional retail marketing, one that can scale to other markets
Qualifications
- 4-6+ years of experience in retail marketing, growth marketing, or a closely related field, ideally with exposure to both acquisition and retention/loyalty
- Demonstrated ability to move from concept to execution: you can write a brief, align stakeholders, and see a campaign through to launch
- Comfort working across multiple marketing channels simultaneously (paid, organic, email/loyalty, in-person) and synthesizing them into a coherent market plan
- Strong analytical instincts — you monitor performance proactively and can translate data into clear recommendations
- Effective cross-functional communicator; able to align teams with different priorities and work styles around shared goals
- Self-starter who operates with a high degree of autonomy and thrives without a lot of top-down direction
- Willingness to travel regularly within Illinois; Chicago-area base preferred
- Cannabis industry experience is not required; comfort operating in a regulated, fast-moving environment is
Additional Requirements
- Must pass any and all required background checks
- Must be and remain compliant with all legal or company regulations for working in the industry
- Must possess valid driver’s license
- Must be a minimum of 21 years of age
- Must be approved by state badging agency to work in cannabis industry
A Note on Geographic Scope
This role is initially focused on Illinois, one of GTI's largest and most strategically important markets. As GTI continues to develop its regional marketing model, there is a meaningful possibility that the scope of this role expands to encompass additional states. Candidates should be open to that evolution and energized by the prospect of building something that scales.
