Director, Retail Marketing Activation

Title: Director, Retail Marketing Activation

Location: Stamford, CT

Job Type: FT | Exempt

About the Role:

What You'll Do:

• Own the end-to-end activation strategy across regions, translating national brand priorities into scalable, compliant field execution frameworks.
• Roll out activation standards, toolkits, and playbooks to ensure consistency across markets while allowing for local flexibility.
• Serve as a senior activation thought-partner to Brand, Trade Marketing, and Sales leadership.

• Lead, coach, and develop Regional Activation Managers and/or Field Execution teams.
• Set clear expectations, performance goals, and development plans for activation talent.
• Build a high-performing, collaborative team culture focused on impact, accountability, and continuous improvement.

• Oversee execution of regional marketing calendars, events, demos, pop-ups, and in-store activations.
• Ensure best-in-class merchandising, POS, and experiential execution across all channels and outlets.
• Act as the ultimate brand steward for field execution, ensuring standards are upheld across all activations.

• Partner closely with Sales, Brand Marketing, Trade Marketing, Compliance, and Operations to align priorities and execution.
• Influence internal stakeholders to drive focus on high-impact initiatives that support commercial objectives.
• Serve as a key liaison between national strategy and field realities, providing feedback and insights upward.

• Own and manage activation budgets at the regional level.
• Oversee agency partners, event vendors, and creative execution partners.
• Ensure budgets are allocated effectively to drive ROI and sales performance.

• Lead activation planning and execution for major promotions, seasonal moments, and product launches.
• Ensure sales teams and retail partners are equipped with the tools, assets, and training needed for successful execution.
• Measure activation success through sales performance, engagement metrics, and field feedback.

• Champion consumer-first activation thinking, grounded in "retailtainment" and engaging in-store experiences.
• Ensure activations resonate with the target consumer while complying with all regulatory requirements.
• Drive innovation in how Curaleaf engages consumers at the point of sale.

What You'll Bring:

• Deep understanding of field marketing, experiential marketing, and retail activation
• Strong people leader with proven experience managing and scaling teams
• Highly organized with the ability to manage complex calendars, budgets, and stakeholders
• Comfortable operating in highly regulated industries
• Strategic thinker who can balance creativity with operational rigor
• Commercially minded, with a clear understanding that sales performance validates activation success
• Digitally savvy with experience leveraging tools and platforms for execution and reporting
• Service-oriented leader who collaborates without territorial behavior

• Bachelor's degree in Marketing, Business Administration, or related field required
• MBA or advanced degree preferred

• 8-10+ years of experience in field marketing, activation, or shopper marketing
• 3-5+ years in a people leadership role
• Proven experience working in or with highly regulated industries (cannabis strongly preferred)
• Experience managing agencies, vendors, and large-scale activation budgets
• Willingness to travel across multiple markets

What We Offer:

• Career Growth Opportunities
• Competitive Pay and Benefits
• Generous PTO and Parental Leave
• 401(K) Retirement Plan
• Life/ Disability Insurance
• Community Involvement
• Referral Bonuses and Product Discounts

Follow us on Social Media:

Our Vision:

Our Values:

• Lead and Inspire.
• Commit to Win.
• ONE Curaleaf.
• Driven to Deliver Excellence.

***Please note that U.S. immigration rules and regulations are governed by federal law; not state law. Although Curaleaf operates in states that have legalized and decriminalized marijuana, it is still considered a controlled substance under federal regulations and thus illegal under federal law. For this reason, unless and until federal law changes, Curaleaf is prohibited from offering sponsorship for any non-immigrant or immigrant visas.

***Please also note that while candidates who are Lawful Permanent Residents (such as those with Green Cards) are eligible for employment with, and are hired by Curaleaf, working for a company engaged in a business that grows and sells a product that is illegal under federal law might compromise the candidate's immigration status. Before a Lawful Permanent Resident accepts an offer of employment, Curaleaf recommends that the candidate seek the advice of an immigration lawyer.

Curaleaf creates clean, reliable, trusted cannabis products for wellness and medical use. Our highly-skilled dispensary staff is trained—and dedicated!—to help you find just the right method and concentration to achieve your personal cannabis goals