Director, Retail Brand Marketing

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 merchandis