Senior Regional Activation Manager

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 Regional Activation Manager

Location: Scottsdale, AZ

Job Type: Full Time | Exempt

About the Role:  

The Sr Regional Activation Manager plays a key leadership role in driving localized marketing strategy and execution in support of Curaleaf’s sales and brand objectives across a defined region. This highly visible role serves as the bridge between national brand strategy and regional market realities - ensuring best-in-class execution, consistency, and measurable impact across the route-to-market (RTM).

Working in close partnership with national marketing, sales, and compliance teams, this leader provides strategic guidance on brand activations, promotions, and regional campaigns while overseeing local execution to deliver meaningful business outcomes.

What You’ll Do: 

Regional Strategy & Execution

• Translate national marketing strategies into actionable regional plans that drive awareness, trial, and sales.
• Leverage market insights, consumer trends, and competitive data to inform activation strategy and resource allocation.
• Oversee activation calendars and ensure timely, compliant execution across all channels.

Channel, Outlet & Event Activation

• Lead the strategic planning and execution of regional events, pop-ups, and experiential activations that reinforce brand positioning.
• Oversee merchandising and POS deployment, ensuring brand consistency and premium in-market presence.
• Manage regional marketing budgets, optimizing spend for maximum ROI.

Cross-Functional Leadership

• Partner with Sales, Brand, and Compliance teams to align on regional objectives and ensure seamless execution.
• Serve as the key regional marketing liaison, providing strategic input into brand initiatives and go-to-market plans.
• Coordinate cross-market activations and maintain visibility into performance metrics and learnings.

Promotions & Product Launches

• Lead regional execution of product launches and promotional programs, ensuring alignment with sales strategies and retail readiness.
• Provide feedback to national teams on performance, competitive landscape, and opportunities for improvement.

Customer Engagement & Brand Advocacy

• Cultivate local partnerships and influencer relationships to drive brand awareness and advocacy.
• Champion C’s brand presence within the region, ensuring every activation reflects brand values and voice.

What You’ll Bring:

• Bachelor’s degree in Marketing, Business Administration, or related field.
• 5+ years of experience in field marketing, regional activation, or trade marketing, preferably within consumer goods or regulated industries.
• Demonstrated success in leading multi-market activations and managing regional budgets.
• Strong strategic mindset with hands-on ability to execute.
• Excellent cross-functional collaboration, communication, and stakeholder management skills.
• Deep understanding of digital tools, reporting dashboards, and activation platforms.
• Ability to travel frequently and manage competing priorities in a fast-paced, dynamic environment.

Even Better If:

• MBA or advanced degree.
• Experience working in or with highly regulated industries (e.g., cannabis, alcohol, tobacco, pharma).
• Proven success partnering with agencies and external partners to deliver complex activations.