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Director, Retail Brand Marketing

Stamford, CT

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, Brand Marketing

Location: Stamford, CT

Job Type: Exempt | Full-Time

About the Role:  

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. 

What You’ll Do:

CVP & Identity (Strategy) 

  • 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. 

Store & Field Activation (Execution) 

  • 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). 

Cross-Channel Integration (Omnichannel) 

  • 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. 

Measurement, Governance & Budget 

  • 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. 

Insights & Research 

  • 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. 

Seasonal Programs & Local Activation 

  • 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. 

Compliance & Brand Stewardship 

  • Ensure all in-store communications, claims, and promotional mechanics meet legal/regulatory requirements.
  • Govern identity consistency across vendors, states, and formats through periodic audits. 

 

Travel Requirements: 30-40% for store walks, field training, pilots, and cross-market reviews. 

Perform other duties as assigned.     

Supervisory Responsibilities: 

This position Leads a small Retail Brand COE (2–4 FTEs)—e.g., Store Experience Design, Shopper/Local Marketing, Retail Insights & Measurement—and oversees agency partners. Accountable for workload prioritization, performance management, and professional development. 

What You'll Bring:

Education: 

  • Bachelor’s degree in Marketing, Business, Design, Communications, or related field. 

Experience: 

  • 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. 

Skills: 

  • 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. 

Preferred Qualifications: 

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

 

Connecticut Hiring Range

$159,000 - $177,000 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. 

 

 

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