Cris Rivera is the SVP of Retail Marketing and Store Development at Cresco Labs, overseeing the Sunnyside dispensary brand. Rivera joined Cresco in November 2018 and was responsible for developing the Sunnyside brand, its marketing campaign and the overall look/feel of the dispensaries. Prior to Cresco Labs, Cris spent 10 years in various senior brand management roles at MillerCoors, where he led the team that reinvented the marketing for Miller Lite, returning that brand to share growth after decades of losses. Cris has a Bachelor of Arts in Economics from Duke University and an Master of Business Administration from the Tuck School of Business at Dartmouth College. Cris lives in Chicago with his partner and 13-year-old Italian Greyhound, Henry.