Senior Marketing Manager, Activation - Florida

Job Description

Job Description

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: Senior Marketing Manager, Activation

Location: Florida

Job Type: FT

About the Role:

The Regional Senior Activation Manager drives localized marketing initiatives in support of Curaleaf's sales teams throughout Florida. This remote role partners closely with national brand teams, sales, retail operations, and cross-functional stakeholders to ensure strategic alignment and flawless execution of marketing programs that drive sell-through and business performance.

The Regional Senior Activation Manager serves as the central point of coordination for field marketing activities across the state, balancing strategy, execution, and operational excellence. This individual will help connect teams, manage priorities, remove roadblocks, and ensure marketing initiatives move efficiently from concept through execution. Success in this role requires strong leadership, exceptional organizational skills, deep relationship-building capabilities, and the ability to think holistically about how work gets accomplished across the organization.

The ideal candidate is a creative, detail-oriented marketer who thrives on bringing brands to life through regional activations, events, partnerships, and in-market programs while maintaining visibility across multiple workstreams in a highly regulated industry.

What You'll Do

Leadership & Team Development

• 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.

Strategic Cross-Functional Leadership

• 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.

Regional Marketing Execution

• 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.

Channel, Outlet & Event Activation

• 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.

Cross-Functional Collaboration

• 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.

Marketing Operations & Execution

• 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.

Promotions & Product Launches

• 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.

Business Performance

• 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.

Customer Engagement & Brand Advocacy

• 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.

Travel Requirement

40% - 60%

What You'll Bring

• 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.

Even Better If

• 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.

Curaleaf Pay Transparency

$114,000—$127,000 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.