VP, Visual Merchandising & Brand Experience

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.
• 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

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.