Director, CRM & Customer Lifecycle Marketing

About the role

Curaleaf is seeking a Director of CRM & Customer Lifecycle Marketing to transform how we use customer data to drive retail growth, deepen customer relationships, improve retention, and increase customer lifetime value.

Responsibilities

• Assess Curaleaf’s current CRM approach, data assets, tools, capabilities, processes, and performance.
• Define a clear CRM vision, roadmap, and operating model focused primarily on retail growth.
• Establish a more disciplined approach to lifecycle marketing, customer segmentation, personalization, testing, and measurement.
• Create a practical roadmap that balances immediate business impact with longer-term capability building.
• Analyze Curaleaf’s customer database to identify meaningful behavioral, value-based, geographic, category, frequency, and lifecycle segments.
• Develop actionable customer segments, such as new customers, high-value customers, category loyalists, promotion-sensitive shoppers, recently lapsed customers, long-term lapsed customers, and cross-sell opportunities.
• Design and optimize lifecycle programs across the customer journey, including onboarding, first-to-second purchase, category education, repeat purchase, loyalty, lapsed customer reactivation, and win-back.
• Translate data into clear insights and recommendations that can be used by Marketing, Retail, Brand, Digital, and Merchandising teams.
• Build CRM programs that help customers navigate the cannabis category, understand product formats, discover brands, and find products that fit their needs.
• Partner with Retail Sales and Retail Operations to ensure CRM programs support store traffic, market priorities, and customer growth.
• Partner with Brand Marketing to ensure CRM supports Curaleaf’s brand portfolio, including Select, Grassroots, Find, Jams, Anthem, Dark Heart, and other priority brands.
• Partner with Digital and E-Commerce teams to connect CRM with website, menu, product content, online ordering, and customer data capture.
• Partner with Analytics to define CRM KPIs, dashboards, reporting, and measurement frameworks.
• Partner with Technology and Digital teams to improve CRM platform capabilities, data capture, customer identity, automation, and personalization.
• Build a test-and-learn roadmap to continuously improve campaign performance and customer engagement.

Qualifications

• 8 to 12+ years of experience in CRM, lifecycle marketing, retention marketing, customer strategy, loyalty, database marketing, or related fields.
• Experience using customer data to build segmentation strategies and personalized marketing programs.
• Strong analytical skills, with the ability to translate data into clear insights, actions, and business recommendations.
• Experience building customer lifecycle programs across email, SMS, loyalty, digital, e-commerce, or retail channels.
• Strong understanding of CRM platforms, marketing automation, customer data, campaign operations, testing, and measurement.
• Experience partnering with Analytics, Technology, Digital, Retail, Creative, and Brand teams.
• Proven ability to build structure, process, and roadmaps in a fast-moving or evolving business environment.
• Strong communication and presentation skills, including the ability to influence senior leaders and cross-functional partners.
• Strong project management skills, with the ability to manage multiple priorities and drive work forward with urgency.
• Bachelor’s degree required.

Skills

• Intellectually curious and energized by digging into data to find patterns, opportunities, and customer insights.
• Strategic enough to build the roadmap and hands-on enough to help bring it to life.
• Commercially minded and understands that CRM must ultimately drive traffic, revenue, loyalty, and customer lifetime value.

Pay

$156,000 - $173,000 USD

Schedule

Full-Time