Vice President, Visual Merchandising & Brand Experience

Wine Industry Expo; Chicago, Northern (IL, KY); Hybrid; USD 180,000 - 280,000; Full time

Job summary

Verano is seeking a Vice President of Visual Merchandising & Brand Experience to define brand storytelling and display standards across Zen Leaf and MUV retail environments in Chicago. You will own how the brand presents in stores, guiding product presentation, storytelling, and commercial impact to captivate customers and drive sales.

The role requires 12–15+ years in visual merchandising and 7–10+ years in leading large teams, with a track record of measurable retail outcomes and

Qualifications

• Bachelor's degree in merchandising, marketing, design or related field.
• 12–15+ years in visual merchandising/brand experience leadership.
• 7–10+ years leading large multi-level teams.
• Formal training in brand strategy, CX or merchandising.
• Balance creative vision with operational execution.

Responsibilities

• Define and lead the visual merchandising vision for Zen Leaf and MUV across all owned stores.
• Establish creative standards guiding product storytelling and brand in physical spaces.
• Evolve standards reflecting brand evolution, product innovation, and growth.
• Drive innovation in floor sets, fixtures, and storytelling to differentiate brands.
• Translate brand narratives into compelling in-store experiences.
• Collaborate with Product, Marketing, and Procurement to align investments with storytelling.
• Develop compelling product presentation and brand storytelling collateral.
• Oversee production of customized merchandising elements when needed.
• Anticipate opportunities and propose ideas to elevate engagement.
• Monitor sales, gross margin, and inventory ROI; adjust strategies for profitability.
• Conduct market visits to review progress and opportunities.
• Create a store audit program to evaluate execution of merchandising and shopper experience.

Skills

Leadership

Visual Merchandising

Brand storytelling

Cross-functional

Retail design

Analytics

Customer experience

Education

Bachelor's in Merchandising/Design

Advanced degree preferred

Tools

Adobe Creative Suite

CAD

Retail analytics tools

Job description

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.

The Vice President of Visual Merchandising & Brand Experience will work cross-functionally with the Product, Retail Operations, Retail Marketing, Brand Marketing, and Procurement teams to ensure consistent execution of brand identity and visual merchandising standards in all customer-facing environments.

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.

Education and Experience:

• Bachelor's Degree in Merchandising, Marketing, Design, Retail Management, Business or related field.
• Equivalent combination of education and experience may be considered.
• 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

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. 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.

EEO Statement:

We are proud to be an equal opportunity employer. We place priority in an environment of inclusion, diversity and social justice and are committed to securing a better, brighter way forward for our employees, our markets and our communities.

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.