Director, Retail Brand Marketing

Curaleaf•Stamford, CT

About The Position

The Director, Retail Brand & CVP leads the development of Curaleaf’s retail Customer Value Proposition and store brand identity across ~170 dispensaries. This leader turns consumer insight into a differentiated retail promise and translates it into playbooks, seasonal programs, and in-store communications that grow traffic, conversion, basket, and loyalty. The role serves as the central hub connecting Retail Operations, Merchandising, Pricing/Promo, Creative, CRM/E-Com, and Field teams to deliver a consistent, high-ROI experience state by state. The ideal candidate is a consumer-led retail marketer with a track record building CVPs and store experience systems at scale and converting strategy into field-ready toolkits and measurement.

Requirements

Bachelor’s degree in Marketing, Business, Design, Communications, or related field.
8–15+ years in consumer/retail brand marketing (grocery/beauty/specialty/QSR/convenience).
Proven success defining a retail CVP and implementing store identity systems at scale.
Demonstrated impact on conversion and basket via in-store communications and experience upgrades.
Cross-functional leadership across Retail Ops, Merchandising, Pricing/Promo, Creative, CRM, and Field.
Insight-to-execution fluency; portfolio of playbooks/toolkits and measurement outcomes.
Agency management and budget stewardship.
Strategic storytelling; brief writing; experience design; merchandising/VM literacy.
Analytical rigor; test-and-learn design; proficiency with dashboarding tools (in partnership with Analytics).
Excellent communication and training skills for field adoption.

Nice To Haves

Experience in regulated industries (alcohol, cannabis, pharma, tobacco).
Multi-state retail and compliance familiarity.
Master’s degree, a plus.

Responsibilities

Lead creation of the Retail CVP (assortment, experience, service, pricing/value) and a distinctive visual/verbal store identity (tone, messaging hierarchy, wayfinding, menu boards, digital signage).
Map missions/occasions and shopper journeys by segment; define north-star experience principles by store archetype/format and regulatory context.
Recommend portfolio/store standards and secure cross-functional alignment; publish brand & experience playbooks with state-level adaptations and approval SLAs.
Build and manage the national retail marketing calendar (e.g., Green Wednesday, 4/20, back-to-campus), ensuring every program ladders to the CVP.
Develop toolkits (launch checklists, asset packs, window/in-store layouts, community activation guides) and train field teams for consistent execution.
Partner with Retail Ops on service standards, queue/consultation flow, and staff enablement (budtender comms, quick guides).
Orchestrate alignment between retail and brand/wholesale programs (Select, Grassroots/Dark Heart, Anthem, etc.).
Integrate with CRM/e-com to connect store and digital: geo/audience targeting, offer architecture, and attribution to drive store traffic and repeat.
Build dashboards in partnership with Analytics/Finance covering traffic, conversion, ATV/basket, items/txn, NPS/CSAT, promo ROI, and media-to-store attribution.
Stand up test-and-learn pilots; run quarterly CVP health checks and a continuous improvement roadmap.
Manage program and agency budgets within an approved plan; track OKRs and run QBR cadences.
Establish and enforce SLAs (Service Level Agreements) for creative approvals, toolkit delivery, in-store execution, and compliance checks. Define clear owners, timelines, and KPIs (e.g., on-time store launches, accuracy of kit deployment, speed of menu updates). Use SLA dashboards to monitor performance, escalate delays, and drive accountability across functions
Chair a cross-functional working group (Retail Ops, Merch, Creative, CRM, Compliance) to maintain alignment and decision velocity.
Lead shop-alongs, mystery shops, and competitive benchmarking; convert findings into CVP refinements and store standards.
Commission and socialize consumer segmentation/mission work; ensure insights directly inform program briefs and merchandising priorities.
Architect fewer, bigger national programs with modular local kits; ensure compliant state customization.
Build community/event playbooks to increase intentional traffic and local brand equity.
Ensure all in-store communications, claims, and promotional mechanics meet legal/regulatory requirements.
Govern identity consistency across vendors, states, and formats through periodic audits.
Perform other duties as assigned.