Director, Shopper Marketing

Title: Director, Shopper Program Marketing

Location: NYC

Travel Requirements: 25%-40% of the time

Job Type: Full Time | Exempt

About the Role: The Director of Shopper Program Marketing acts as the expert in executing across all Curaleaf retail channels. They are adept at delivering brand goals in both wholesale and company-owned retail outlets. This role requires strong knowledge of shopper insights and how to leverage them to the benefit of a brand or portfolio. Fluency in brand marketing, sales and the ability to communicate between these two departments is key. Proactive project management and close guidance of the Shopper Marketing team are critical.

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