Marketing Manager, Activation - Florida

Curaleaf is a leading global cannabis provider committed to quality and innovation. The Regional Activation Manager will drive localized marketing initiatives in Florida, partnering with various teams to ensure strategic alignment and execution of marketing programs that enhance business performance.

Responsibilities:

• Provide day-to-day leadership, coaching, and direction to Florida Brand Activation Managers, fostering collaboration, accountability, and executional excellence
• Prioritize team workloads and allocate resources to support business priorities
• Establish execution standards and best practices across the Florida activation team
• Mentor team members through regular feedback, development planning, and performance coaching
• Foster a culture of ownership, collaboration, innovation, and continuous improvement
• Serve as the primary marketing partner for Florida Retail Operations leadership
• Build strong partnerships with Brand Marketing, Product Marketing, Trade Marketing, CRM, Creative, Compliance, Merchandising, Retail Operations, Finance, and Sales
• Influence cross-functional teams to align on priorities, timelines, and execution
• Represent Florida market needs during national planning and campaign development
• Translate field feedback into actionable recommendations that improve future programs
• Execute national and regional marketing plans, tailoring them to Florida market dynamics and regulatory requirements
• Manage activation calendars, track execution, and distribute promotional materials across the state
• Serve as a central intake and coordination point for field marketing requests, ensuring priorities are aligned and work is executed efficiently
• Manage incoming field requests for assets (digital, POS, merchandising, and promotional materials)
• Coordinate cross-functional workflows and ensure stakeholders remain informed on key initiatives and timelines
• Support traffic management and project coordination across multiple field marketing workstreams
• Lead merchandising and POS execution, ensuring consistent brand standards across Florida
• Plan and manage local events, pop-ups, demos, community activations, and partnerships
• Coordinate event calendars and ensure flawless activation and execution
• Oversee regional activation budgets and vendor relationships
• Support field teams with the resources and coordination necessary to maximize program effectiveness and sell-through
• Partner with sales, marketing, retail operations, compliance, and other key stakeholders to achieve regional objectives
• Build and maintain strong internal relationships that help accelerate execution and remove barriers to success
• Act as a trusted partner who understands how work moves across the organization and can effectively coordinate efforts across teams
• Serve as a brand expert and uphold brand standards across all initiatives
• Establish processes that improve execution speed and cross-functional collaboration
• Manage marketing workflows, timelines, and resource allocation across multiple initiatives
• Identify operational improvements that increase efficiency and execution quality
• Ensure projects are delivered on time and aligned with business priorities
• Present marketing strategies, campaign updates, and business results to senior leadership
• Communicate priorities, risks, and opportunities across multiple stakeholder groups
• Coordinate regional product launches and ensure retail and sales teams are equipped with all necessary materials, communications, and support
• Support promotional planning and activation strategies that drive awareness, engagement, and sell-through
• Partner with stakeholders to ensure launches are executed consistently and effectively throughout the market
• Monitor sales performance and activation effectiveness to identify opportunities for growth
• Partner with Retail Operations to improve traffic, conversion, basket size, and promotional effectiveness
• Utilize customer, sales, and market insights to optimize future marketing investments
• Develop executive summaries highlighting wins, opportunities, and risks
• Build brand excitement and consumer engagement across the route-to-market
• Collaborate with influencers, partners, retailers, and local organizations to enhance visibility and advocacy
• Leverage local market insights to identify opportunities that drive consumer engagement and sales performance

Requirements:

• Bachelor's degree in Marketing, Business Administration, or related field
• 4-6 years of field marketing, activation, brand marketing, or related experience
• Proven expertise in event planning, activation, and execution
• Passion for the cannabis industry and consumer (both active and curious)
• Strong organizational, prioritization, and project management skills with the ability to manage multiple initiatives simultaneously
• Demonstrated ability to coordinate complex cross-functional projects and navigate organizational processes
• Strong leadership and influence skills, including the ability to drive alignment without direct authority
• Experience managing activation calendars, workflow coordination, and stakeholder communications
• Ability to think strategically and holistically about how work gets done across an organization
• Strong relationship-building skills and a proven ability to collaborate effectively across departments
• Experience managing regional brand pages or digital platforms
• Creative and innovative mindset with the ability to succeed in a tightly regulated environment
• Willingness to travel and collaborate across multiple markets throughout Florida
• MBA or advanced degree
• Experience working in or with highly regulated industries (e.g., cannabis, alcohol, tobacco, pharma)
• Experience partnering with event, creative, or experiential agencies
• Experience supporting field marketing organizations focused on retail execution and sell-through performance
• Experience serving in a project management, traffic management, marketing operations, or activation leadership capacity
• Deep understanding of Florida retail, consumer, and cannabis market dynamics