Director, Shopper Marketing

What You’ll Do:

• Development and Execution of Channel Marketing Strategies
  • Design and implement national and regional marketing plans aligned with brand and sales objectives.
  • Translate brand strategies into actionable retail and wholesale programs.
• Channel, Outlet and Event Activation
  • Lead the development of in-store promotions, merchandising solutions, and point-of-sale materials.
  • Partner with retail operations and wholesale teams to ensure consistent brand presence and execution at the Point-of-Purchase (POP).
• Cross-Functional Collaboration
  • Work with sales, marketing, to ensure brand goals and sales goals are both achieved in each channel.
  • Proactively engage and communicate and deliver for both brand and field sales teams.
  • Have a “service-oriented” mindset when engaging with both field sales and brand.
• Performance Analysis and Optimization
  • Monitor and analyze trade marketing performance metrics (e.g., sell-through, ROI, promotional lift).
  • Use insights to optimize future campaigns and programs.
• Project and Team Leadership and Development
  • Build and manage annual activation calendars for retail and wholesale channels.
  • Oversees and optimizes the outputs of two individual shopper marketers – one for each channel.
  • Is accountable, innovative, and provides thought leadership; fosters a culture a of constant improvement.
  • Tightly manage team members, timelines and project budgets; promote financial responsibility.
• Design and Support Product Launches
  • Collaborate with product and brand teams to develop go-to-market strategies for new product introductions.
  • Make sure the field is fully engaged and educated on new items.
  • Be the “go-to” source for the sales teams on launches, executions and timelines; be credible and consistent in communicating with all stake holders.
• Driver of Customer Engagement & Education
  • Include and execute training across all commercial touchpoints for Curaleaf.
  • Align with field on priority customers and outlets to ensure teams are focused properly to maximize payoff
• People Leadership
  • Build, coach, and inspire a high-performing team with clear standards, objectives, and development plans.
  • Foster cross-functional leadership and accountability; model curiosity, speed, and disciplined execution.
  • Select and manage agencies; set scopes, service level agreements, and performance metrics.

What You’ll Bring:

• Bachelor’s degree in Marketing, Business Administration, or a related field.
• 7-10 years of trade marketing, brand marketing, and/or sales within a CPG, retail, or regulated industry
• 5+ years in a leadership or team management role.
• Proven budget responsibility and management
• Possess a strong track record of success in creating and implementing Go-To-Market strategies new product launches and management of other relevant shopper marketing “projects”
• Ability to develop compelling sales and marketing materials for the field as well as Curaleaf retail and wholesale partners
• Strong analytical skills with the ability to turn data into action; experience with turning shopper and retailer insights into successful programming
• Have led store activation and product education teams and initiatives
• Strong third-party agency management - especially executional agencies

Even Better If:

• MBA or advanced degree
• Experience working in or with highly regulated industries (e.g., cannabis, alcohol, tobacco, pharma)
• Route/key sales responsibility or store merchandising background