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
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.
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Cresco Labs hires two seasoned marketing executives as vice presidents; Cory Rothschild (left) and Cris Rivera
(Right) to accelerate the company's growth in the cannabis industry. (Photo: Business Wire)
“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,” said Charles Bachtell, CEO of Cresco Labs. “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. 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.
Cory Rothschild
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.
Cris Rivera
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.
Forward Looking Statements
This press release contains “forward-looking information” within the meaning of applicable Canadian securities legislation and
may also contain statements that may constitute "forward-looking statements" within the meaning of the safe harbor provisions of
the United States Private Securities Litigation Reform Act of 1995. Such forward-looking information and forward-looking statements
are not representative of historical facts or information or current condition, but instead represent only the Company's beliefs
regarding future events, plans or objectives, many of which, by their nature, are inherently uncertain and outside of the Company's
control. Generally, such forward-looking information or forward-looking statements can be identified by the use of forward-looking
terminology such as, ‘may,’ ‘will,’ ‘should,’ ‘could,’ ‘would,’ ‘expects,’ ‘plans,’ ‘anticipates,’ ‘believes,’ ‘estimates,’
‘projects,’ ‘predicts,’ ‘potential’ or ‘continue’ or the negative of those forms or other comparable terms. The Company’s
forward-looking statements involve known and unknown risks, uncertainties and other factors which may cause the Company’s actual
results, performance or achievements to be materially different from any future results, performance or achievements expressed or
implied by the forward-looking statements, including but not limited to: the illegality of the Company’s business at the U.S.
federal level and the risk of prosecution; the U.S. State level regulatory uncertainty; clearing of the securities; risks to
Canadian investors being barred from entering the U.S.; restricted access to banking; the availability of additional financing; the
lack of approval by the U.S. Food and Drug Administration; constraints on marketing products; limited trademark protection;
unfavorable tax treatment; the tax classification of the Company in the U.S.; lack of access to U.S. bankruptcy protections;
proceeds of crime statutes; liability and enforcement; risks inherent in the agricultural business; environmental risks and
regulations; access to third-party service providers; product liability; personal information breaches; liability for fraudulent or
illegal activity by employees, contractors and consultants; the Company’s limited operating history; the difficulty quantifying the
target market; planned expansion; the limited market for securities; security risks; public and consumer perceptions; contracts may
not be legally enforceable; restricted transfer of securities; voting control; reliance on management; risks related to the
Illinois Medical Cannabis Pilot Program; reliance on management; the risks discussed under "Risk Factors" in the company’s CSE
Listing Statement filed with SEDAR; and other factors, many of which are beyond the control of the Company. Readers are cautioned
that the foregoing list of factors is not exhaustive. Because of these uncertainties, you should not place undue reliance on the
Company’s forward-looking statements. No assurances are given as to the future trading price or trading volumes of Cresco’s shares.
The Company does not intend to update any of these factors or to publicly announce the result of any revisions to any of the
Company’s forward-looking statements contained herein, whether as a result of new information, any future event or otherwise.
Except as otherwise indicated, this press release speaks as of the date hereof. The distribution of this press release does not
imply that there has been no change in the affairs of the Company after the date hereof or create any duty to update or supplement
any information provided in this press release or otherwise.
Media
Cresco Labs:
Jason Erkes
Chief Communications Officer
je@crescolabs.com
Investors
Cresco Labs:
Aaron Miles
Vice President, Investor Relations
310.622.8255
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