Director, Retail Marketing Activation

Curaleaf•Chicago, IL

About The Position

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 Full Time Role Summary The Director, Retail Marketing Activation leads how the retail brand experience comes to life across the store fleet of 172 Curaleaf dispensaries. Working closely with the Marketing Director, CL Retail Brand , this role translates brand strategy, campaigns, seasonal priorities, and product launches into compelling, customer-centered retail execution that is both brand-right and operationally executable. This leader oversees a team of 8 Retail Activation Managers and is responsible for building a strong field activation engine across stores and markets. The role sits at the center of CL Retail Brand, Shopper Marketing, Creative, Retail Operations, Merchandising, CRM, and field execution , ensuring that stores consistently deliver a high-quality brand experience while supporting traffic, conversion, basket size, and loyalty.

Requirements

10+ years of experience in retail marketing, retail activation, shopper marketing, field marketing, or brand experience
Significant experience leading execution across a multi-location retail environment
Strong experience partnering across brand, creative, operations, and commercial teams
Proven ability to translate brand strategy into strong in-store execution at scale
Experience directly managing field, market, or activation teams
Strong planning, prioritization, and execution discipline
Strong eye for brand expression, customer experience, and in-store storytelling
Strong leadership and coaching capability

Nice To Haves

Experience in high-growth, premium, or customer-experience-led brands preferred
Brand-minded enough to elevate the in-store experience
Commercially grounded enough to support business performance
Operationally strong enough to deliver consistent execution across the fleet
A strong people leader who can manage and develop a distributed activation team
Highly collaborative and effective across functions
Taste-driven, with a strong instinct for what makes retail feel modern, compelling, and on-brand