Marketing Manager, Activation - Florida

About the role

The Regional 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.

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.
• Influence cross-functional teams to align on priorities, timelines, and execution.
• 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).
• Cover 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.
• 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.
• 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 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.

Qualifications

• Deep understanding of Florida retail, consumer, and cannabis market dynamics.

Skills

• Strong organizational, prioritization, and project management skills.
• Leadership and influence skills.
• Strategic thinking and holistic approach to work.
• Relationship-building and collaboration abilities.
• Event planning and activation experience.
• Marketing and brand management expertise.
• 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.

Benefits

Benefits vary by state, role type, and eligibility. Follow us on Social Media: Instagram: @curaleaf.usa Twitter: @Curaleaf_Inc LinkedIn: Curaleaf LinkedIn

Pay

$90,000—$100,000 USD