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Director, Shopper Marketing

New York City, NY

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, Shopper Program Marketing

Location: NYC

Travel Requirements: 25%-40% of the time

Job Type: Full Time | Exempt

About the Role:  The Director of Shopper Program Marketing acts as the expert in executing across all Curaleaf retail channels. They are adept at delivering brand goals in both wholesale and company-owned retail outlets. This role requires strong knowledge of shopper insights and how to leverage them to the benefit of a brand or portfolio. Fluency in brand marketing, sales and the ability to communicate between these two departments is key. Proactive project management and close guidance of the Shopper Marketing team are critical. 

What You’ll Do: 

  • Development and Execution of Channel Marketing Strategies
    • Design and implement national and regional marketing plans aligned with brand and sales objectives.
    • Translate brand strategies into actionable retail and wholesale programs.
  • Channel, Outlet and Event Activation
    • Lead the development of in-store promotions, merchandising solutions, and point-of-sale materials.
    • Partner with retail operations and wholesale teams to ensure consistent brand presence and execution at the Point-of-Purchase (POP).
  • Cross-Functional Collaboration
    • Work with sales, marketing, to ensure brand goals and sales goals are both achieved in each channel.
    • Proactively engage and communicate and deliver for both brand and field sales teams.
    • Have a “service-oriented” mindset when engaging with both field sales and brand.
  • Performance Analysis and Optimization
    • Monitor and analyze trade marketing performance metrics (e.g., sell-through, ROI, promotional lift).
    • Use insights to optimize future campaigns and programs.
  • Project and Team Leadership and Development
    • Build and manage annual activation calendars for retail and wholesale channels.
    • Oversees and optimizes the outputs of two individual shopper marketers – one for each channel.
    • Is accountable, innovative, and provides thought leadership; fosters a culture a of constant improvement.
    • Tightly manage team members, timelines and project budgets; promote financial responsibility.
  • Design and Support Product Launches
    • Collaborate with product and brand teams to develop go-to-market strategies for new product introductions.
    • Make sure the field is fully engaged and educated on new items.
    • Be the “go-to” source for the sales teams on launches, executions and timelines; be credible and consistent in communicating with all stake holders.
  • Driver of Customer Engagement & Education
    • Include and execute training across all commercial touchpoints for Curaleaf.
    • Align with field on priority customers and outlets to ensure teams are focused properly to maximize payoff
  • People Leadership
    • Build, coach, and inspire a high-performing team with clear standards, objectives, and development plans.
    • Foster cross-functional leadership and accountability; model curiosity, speed, and disciplined execution.
    • Select and manage agencies; set scopes, service level agreements, and performance metrics.

What You’ll Bring:

  • Bachelor’s degree in Marketing, Business Administration, or a related field.
  • 7-10 years of trade marketing, brand marketing, and/or sales within a CPG, retail, or regulated industry
  • 5+ years in a leadership or team management role.
  • Proven budget responsibility and management
  • Possess a strong track record of success in creating and implementing Go-To-Market strategies new product launches and management of other relevant shopper marketing “projects”
  • Ability to develop compelling sales and marketing materials for the field as well as Curaleaf retail and wholesale partners
  • Strong analytical skills with the ability to turn data into action; experience with turning shopper and retailer insights into successful programming
  • Have led store activation and product education teams and initiatives
  • Strong third-party agency management - especially executional agencies

Even Better If:

  • MBA or advanced degree
  • Experience working in or with highly regulated industries (e.g., cannabis, alcohol, tobacco, pharma)
  • Route/key sales responsibility or store merchandising background

Curaleaf Pay Transparency

$140,000 - $150,000 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, JAMS, Find and Zero Proof provide industry-leading service, product selection and accessibility across the medical and adult-use markets. Curaleaf International is the largest vertically integrated cannabis company in Europe with a unique supply and distribution network throughout the European market, bringing 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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