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 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. Key Responsibilities Retail activation strategy and execution In partnership with the Marketing Director, CL Retail Brand , lead the strategy and execution of retail marketing activations across the store fleet Translate retail brand priorities into in-store programs, storytelling, and execution that strengthen the customer experience and support commercial goals Ensure activations are clear, compelling, and executable across stores with the right balance of consistency and market relevance Build a retail activation approach that makes stores feel elevated, intentional, and customer-centric, not merely promotional Campaigns, launches, and seasonal moments In partnership with the Marketing Director, CL Retail Brand , lead retail activation planning for key campaigns, seasonal moments, product launches, and broader brand initiatives Develop activation briefs, timelines, toolkits, and execution plans for stores and field teams Ensure campaigns come to life cohesively across signage, fixtures, events, sampling, digital surfaces, associate communication, and other customer touchpoints Adapt broader brand direction into practical, high-quality retail execution across the fleet In-store storytelling and customer journey Partner closely with Shopper Marketing and Creative to shape how storytelling shows up in-store Help define how campaign messaging, product stories, merchandising, and customer journey moments work together to create a clear and inspiring path to purchase Champion a premium, uncluttered, customer-friendly experience that reflects the ambition of the brand Ensure the store environment supports both discovery and decision-making in ways that feel intuitive and brand-right Field activation and team leadership Directly manage a team of 8 Retail Activation Managers responsible for field execution across markets Set clear priorities, objectives, and ways of working for the activation team Coach and develop the team to deliver high-quality in-store execution, strong cross-functional coordination, and consistent market feedback Ensure the team identifies and helps execute local opportunities for community engagement, events, partnerships, and store-specific traffic drivers Establish clear guardrails so local activation remains relevant and responsive without compromising brand consistency Ensure flagship, high-priority, and unique-format stores receive the right level of activation support and attention Cross-functional integration Serve as a key connector across CL Retail Brand, Shopper Marketing, Creative, Retail Operations, Merchandising, CRM, Planning, and Field Leadership Partner closely with the Director of CRM to connect retail activation with customer marketing programs that drive traffic into stores, increase engagement, and support priority campaigns and launches Align activation calendars and priorities with inventory realities, staffing constraints, store readiness, and business needs Ensure retail activations are grounded in operational realities and can be executed at a high level in-store Build strong operating rhythms across functions so work moves with clarity, speed, and accountability Communication, feedback, and continuous improvement Own store-facing activation communication for key campaigns, launches, and seasonal priorities Ensure stores and field teams receive clear, simple, and timely direction on what matters most Manage the field feedback loop through the Retail Activation Managers, using in-store insights to continuously improve tools, formats, standards, and processes Help build more effective and repeatable activation systems over time, improving both quality and consistency across the fleet Performance and optimization Define and track KPIs for retail activation success, including traffic, conversion, attachment, UPT, ATV, sales lift, event productivity, and execution quality Use customer, store, and market insights to identify what is working, what is not, and where activation can improve Distill performance into actionable learnings that strengthen future launches, campaigns, and field execution Balance brand-building ambition with commercial effectiveness in decision-making Qualifications 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 Experience in high-growth, premium, or customer-experience-led brands preferred Success Profile 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 What Success Looks Like Stores feel like a true expression of the retail brand Campaigns and launches show up in-store with consistency, clarity, and energy Retail Activation Managers execute at a high level and surface useful market insight back to the organization Local activation is stronger, more disciplined, and more scalable Retail activation becomes a meaningful driver of traffic, conversion, and loyalty What We Offer: Health & Wellness • Medical, dental, and vision insurance* • Health Savings Account (HSA) and/or Flexible Spending Account (FSA)* • Employee Assistance Program (EAP) • Wellness program and challenges • Gym discounts Financial Security • 401(k) retirement plan with company match • Life and disability insurance* • Supplemental Critical Illness, Hospital Indemnity and Accident Insurance* • Commuter benefits* Time Off • Paid time off (PTO) including vacation*, sick leave and holidays • Parental leave • Bereavement leave Additional Perks • Employee discounts • Recognition programs • Pet insurance* *Available to eligible, full-time employees only. Illinois 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.

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