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Cresco Labs Assembles Consumer Marketing Dream Team with Appointments of Beverage Branding All-Stars
Cory Rothschild Named Vice President of Brand Marketing and Cris Rivera Named Vice President of Consumer Experience
CHICAGO–(BUSINESS WIRE)–Cresco Labs (CSE: CL), one of the largest vertically integrated multistate cannabis operators in the United States, today announced two new vice president appointments that will accelerate the company’s aspiration to become the leading brand builder within the cannabis industry. Cory Rothschild, former Director of Consumer Engagement for Gatorade, a PepsiCo company, was named Vice President of Brand Marketing. Cris Rivera, previously a Senior Director of Marketing for MillerCoors, was named Vice President of Consumer Experience.
Cory and Cris have established strong reputations as top influencers and builders in the areas of branding, consumer marketing and product innovation, each for world-class, beverage brands. At Gatorade, Cory was instrumental in developing the brand strategy and marketing agenda that led to some of the most successful campaigns for one of America’s most iconic brands. We are thrilled to have Cory at the helm of building our portfolio of brands that we believe will become America’s most iconic cannabis brands.
Charles Bachtell, CEO of Cresco Labs
At MillerCoors, Cris led brand turnarounds and expansion of America’s favorite beer brands—Coors Light, Miller Lite and Blue Moon. We are thrilled to have Cris lead the charge in developing world class retail products for cannabis shoppers and breakthrough consumer activations for Cresco Labs brands.
“With Cory and Cris joining our recent all-star hires, former Global Creative Director for Nike Scott Wilson as Chief Experience Officer, and Lifeway Foods Todd West as Senior Vice President of Product Development and Commercialization, we truly have a dream team of professionals in the crucial strategic areas of marketing and consumer engagement. These brand innovators will be great assets to our retail and marketing teams and will add sharp perspective to our consumer experience strategies,” Bachtell concluded.
Prior to joining Cresco, Cory spent the past five years at PepsiCo as a leader within the Gatorade business unit, most recently as the Director of Consumer Engagement, where he led integrated campaign communication, media planning and execution, branded content, and experiential activation across consumer touch points. In 2015 and 2016, Cory helped guide the turnaround of Propel, a workout water brand, to become the fastest growing enhanced water in the category. Prior to his roles in brand marketing at Gatorade and Propel Water, Cory developed a passion for brand building as a Principal at The Parthenon Group, a management consulting firm. Cory graduated from Duke University and received his MBA from Harvard Business School, where he graduated with distinction and was the recipient of the Dean’s Award.
Prior to joining Cresco, Cris spent eight years at MillerCoors managing the company’s most iconic brands from Miller Lite to Blue Moon. He led the repositioning of Miller Lite that resulted in one of the most significant brand turnaround stories in the past decade. AdAge named Cris one of top influencers in the media, marketing and technology space and he was featured in Hispanic Executive for his innovative multicultural marketing for Coors Light. Prior to MillerCoors, Cris began his career in consumer packaged goods at PepsiCo, working in innovation, retail marketing, and communications for Tropicana Juices. Cris graduated from Duke University and received his MBA from the Tuck School of Business at Dartmouth College.
About Cresco Labs, LLC:
Cresco Labs, based in Chicago, is a leading U.S. cannabis company with experienced management, access to capital and a demonstrated growth strategy. As a differentiated grower, processor and retailer of premium cannabis operating in seven states, the company focuses on entering markets with outsized demand potential, significant supply constraints and high barriers to entry. Its impressive speed-to-market gives Cresco a distinct competitive advantage as it replicates its model to expand its national footprint. Cresco’s proven ability to execute is complemented by a cutting-edge brand strategy spearheaded by several of the brightest minds in consumer marketing in the nation. Cresco’s products are tailored to all major consumer segments: everyday cannabis, medicinally focused, connoisseur grade, and chef inspired edibles by James Beard Award-winning pastry chef Mindy Segal. Learn more about Cresco Labs at crescolabs.com.
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