Matt Pickerel

Background

About Matt Pickerel

I’m a marketing leader with VP-level experience building and scaling teams across brand, performance (media, CRM, loyalty), and e-commerce. By in large, I do this in categories where there hasn’t been a playbook.At Cresco Labs, I lead Retail Marketing for Sunnyside, overseeing a high-performing team across HQ and field. Our work spans paid media, loyalty and CRM, in-store experience, creative campaigns, and e-comm. We’re focused on programs that drive results and we keep the retail customer at the center of everything.I’m at my best when my team and I are working with purpose — blending brand and performance, art and science — to drive meaningful outcomes. I care about building programs that work and teams that feel supported along the way.My style? Scrappy but strategic. Curious, collaborative, and focused on delivering real outcomes.