Director, Retail Marketing Activation

At Curaleaf, we’re redefining the cannabis industry with a strong commitment to quality, expertise, and innovation. As a leading global cannabis provider, our brands—including Curaleaf, Select, and Grassroots—offer premium products and services in both medical and adult-use markets.

Join us at Curaleaf to be part of a high-growth, purpose-driven company that champions corporate social responsibility through our Rooted in Good initiative, supporting community outreach and positive change. Here, you’ll have the opportunity to make a meaningful impact, drive innovation, and help shape the future of cannabis.

Title: Director, Retail Marketing Activation

Location: Stamford, CT

Job Type: FT | Exempt

About the Role:  The Director of Retail Marketing Activation is responsible for leading the strategy, development, and execution of Curaleaf’s regional and field-based marketing activations across the route-to-market. This role owns the activation vision from planning through execution, ensuring national brand initiatives are translated into impactful, compliant, and locally resonant programs. 

As a senior leader, this role oversees regional activation teams, sets executional standards, manages significant budgets, and serves as the primary activation partner to Sales, Brand, Trade, and Compliance. The Director ensures Curaleaf’s brand shows up consistently, creatively, and effectively at the point of sale, events, and experiential touchpoints, while driving measurable commercial impact.

What You’ll Do: 

Activation Strategy & Leadership 

• 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. 

Team Leadership & Development 

• 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. 

Regional & Field Execution Oversight 

• 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. 

Cross-Functional Partnership 

• 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. 

Budget & Agency Management 

• 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. 

Promotions, Launches & Commercial Impact 

• 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. 

Consumer Engagement & Brand Advocacy 

• 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 

MINIMUM QUALIFICATIONS 

Education 

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

Experience 

• 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 

WORK REQUIREMENTS 

This role requires adaptability, high stress tolerance, and comfort operating in a fast-paced, evolving environment. Travel is required.

Connecticut Hiring Range$140,000—$155,000 USD

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

Benefits vary by state, role type, and eligibility.  

Follow us on Social Media: 
Instagram: @curaleaf.usa
Twitter: @Curaleaf_Inc
LinkedIn: Curaleaf LinkedIn

Curaleaf Holdings, Inc. (TSX: CURA) (OTCQX: CURLF) ("Curaleaf") is a leading international provider of consumer products in cannabis with a mission to enhance lives by cultivating, sharing, and celebrating the power of the plant. As a high-growth cannabis company known for quality, expertise and reliability, the Company, and its brands, including Curaleaf, Select, Grassroots, Find, and Anthem provide industry-leading service, product selection and accessibility across the medical and adult-use markets. Curaleaf International is powered by a strong presence in all stages of the supply chain. Its unique distribution network throughout Europe, Canada and Australasia brings together pioneering science and research with cutting-edge cultivation, extraction and production. Home | Curaleaf | Cannabis with Confidence

Our Vision: To be the world's leading cannabis company by consistently delivering superior products and services and driving the global acceptance of cannabis. 

Our Values:

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

Curaleaf is an equal opportunity employer. Curaleaf recruits, employs, trains, compensates, and promotes regardless of race, religion, color, national origin, gender identity, sexual orientation, physical ability, age, veteran status, and other protected status as required by applicable law.

We will ensure that individuals with disabilities are provided reasonable accommodation to participate in the job application or interview process, to perform essential job functions, and to receive other benefits and privileges of employment. Please contact us to request accommodation.

Individuals adversely impacted by the war on drugs are encouraged to apply.

Current Curaleaf employees should apply for open positions through our Internal Job Board, which can be accessed via the link on The Leaf. 

***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.