Senior Regional Activation Manager

Role Description

The Senior Regional Activation Manager leads and evolves localized marketing initiatives in support of Curaleaf’s sales teams across Illinois. This remote role acts as a senior regional marketing leader, partnering closely with national brand teams to shape promotions, activation strategy, and go-to-market execution while ensuring consistent, compliant brand delivery across the route-to-market (RTM).

The ideal candidate is a strategic and highly executional marketer who thrives on bringing brands to life through elevated regional activations, events, and partnerships. This role balances vision and hands-on delivery, serving as a key thought partner to sales and marketing leadership in a highly regulated industry.

What You’ll Do

• Regional Marketing Strategy & Execution:
  • Lead the execution and regional customization of national marketing strategies, tailoring plans to Illinois-specific market dynamics and regulations.
  • Own the regional activation calendar, ensuring strong pipeline planning, executional excellence, and post-activation analysis.
  • Oversee and prioritize incoming field requests for marketing assets (digital, POS, experiential), ensuring alignment with strategic objectives.
• Channel, Outlet & Event Activation:
  • Set the standard for merchandising, display, and POS execution across Illinois, ensuring brand consistency and elevated retail presence.
  • Lead the planning, execution, and optimization of high-impact local events, pop-ups, and demos; manage and forecast regional activation budgets.
  • Own the Illinois event calendar and ensure flawless, compliant execution across all activations.
• Cross-Functional Leadership & Collaboration:
  • Serve as the senior regional marketing partner to sales, retail, marketing, and compliance teams to drive regional performance.
  • Act as a trusted brand steward, ensuring brand standards, messaging, and executional excellence across all initiatives.
  • Provide guidance and mentorship to junior or field marketing partners as applicable.
• Promotions & Product Launches:
  • Lead Illinois-focused product launches and promotions, serving as the point owner for regional readiness.
  • Ensure retail and sales teams are fully supported with timelines, tools, training materials, and activation playbooks.
• Customer Engagement & Brand Advocacy:
  • Drive regional brand excitement across the RTM through strategic partnerships, activations, and influencer engagement.
  • Identify and cultivate key Illinois-based partnerships and community opportunities to expand brand visibility and advocacy.

Qualifications

• Bachelor’s degree in Marketing, Business Administration, or related field.
• 6–8 years of progressive field marketing, regional activation, or experiential marketing experience.
• Proven expertise leading large-scale events, launches, and multi-channel activations.
• Strong understanding of the cannabis consumer and passion for the industry (both active and curious).
• Exceptional organizational, prioritization, and calendar management skills, with the ability to manage complexity at scale.
• Experience managing regional brand pages, digital platforms, or localized content strategies.
• Strategic, creative thinker with strong executional discipline in a tightly regulated environment.
• Willingness to travel within Illinois and collaborate cross-functionally.

Benefits

• Health & Wellness:
  • Medical, dental, and vision insurance*
  • Health Savings Account (HSA) and/or Flexible Spending Account (FSA)*
  • Employee Assistance Program (EAP)
  • Wellness program and challenges
  • Gym discounts
• Financial Security:
  • 401(k) retirement plan with company match
  • Life and disability insurance*
  • Supplemental Critical Illness, Hospital Indemnity and Accident Insurance*
  • Commuter benefits*
• Time Off:
  • Paid time off (PTO) including vacation*, sick leave and holidays
  • Parental leave
  • Bereavement leave
• Additional Perks:
  • Employee discounts
  • Recognition programs
  • Pet insurance*

*Available to eligible, full-time employees only.

Illinois Hiring Range

$114,000 — $127,000 USD

Company Description

Curaleaf Holdings, Inc. (TSX: CURA) (OTCQX: CURLF) 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.