Regional Retail Marketing Manager, IL

About this role

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