<p>Title: Director, Brand Marketing</p> <p>Location: Stamford, CT</p> <p>Job Type: Exempt | Full-Time</p> <p>About the Role:</p> <p>The Director, Retail Brand & CVP leads the development of Curaleaf's retail Customer Value Proposition and store brand identity across ~170 dispensaries. This leader turns consumer insight into a differentiated retail promise and translates it into playbooks, seasonal programs, and in-store communications that grow traffic, conversion, basket, and loyalty. The role serves as the central hub connecting Retail Operations, Merchandising, Pricing/Promo, Creative, CRM/E-Com, and Field teams to deliver a consistent, high-ROI experience state by state. The ideal candidate is a consumer-led retail marketer with a track record building CVPs and store experience systems at scale and converting strategy into field-ready toolkits and measurement.</p> <p>What You'll Do:</p> <p>CVP & Identity (Strategy)</p> <ul> <li>Lead creation of the Retail CVP (assortment, experience, service, pricing/value) and a distinctive visual/verbal store identity (tone, messaging hierarchy, wayfinding, menu boards, digital signage). </li><li>Map missions/occasions and shopper journeys by segment; define north-star experience principles by store archetype/format and regulatory context. </li><li>Recommend portfolio/store standards and secure cross-functional alignment; publish brand & experience playbooks with state-level adaptations and approval SLAs. </li></ul> <p>Store & Field Activation (Execution)</p> <ul> <li>Build and manage the national retail marketing calendar (e.g., Green Wednesday, 4/20, back-to-campus), ensuring every program ladders to the CVP. </li><li>Develop toolkits (launch checklists, asset packs, window/in-store layouts, community activation guides) and train field teams for consistent execution. </li><li>Partner with Retail Ops on service standards, queue/consultation flow, and staff enablement (budtender comms, quick guides). </li></ul> <p>Cross-Channel Integration (Omnichannel)</p> <ul> <li>Orchestrate alignment between retail and brand/wholesale programs (Select, Grassroots/Dark Heart, Anthem, etc.). </li><li>Integrate with CRM/e-com to connect store and digital: geo/audience targeting, offer architecture, and attribution to drive store traffic and repeat. </li></ul> <p>Measurement, Governance & Budget</p> <ul> <li>Build dashboards in partnership with Analytics/Finance covering traffic, conversion, ATV/basket, items/txn, NPS/CSAT, promo ROI, and media-to-store attribution. </li><li>Stand up test-and-learn pilots; run quarterly CVP health checks and a continuous improvement roadmap. </li><li>Manage program and agency budgets within an approved plan; track OKRs and run QBR cadences. </li><li>Establish and enforce SLAs (Service Level Agreements) for creative approvals, toolkit delivery, in-store execution, and compliance checks. Define clear owners, timelines, and KPIs (e.g., on-time store launches, accuracy of kit deployment, speed of menu updates). Use SLA dashboards to monitor performance, escalate delays, and drive accountability across functions </li><li>Chair a cross-functional working group (Retail Ops, Merch, Creative, CRM, Compliance) to maintain alignment and decision velocity. </li></ul> <p>Insights & Research</p> <ul> <li>Lead shop-alongs, mystery shops, and competitive benchmarking; convert findings into CVP refinements and store standards. </li><li>Commission and socialize consumer segmentation/mission work; ensure insights directly inform program briefs and merchandising priorities. </li></ul> <p>Seasonal Programs & Local Activation</p> <ul> <li>Architect fewer, bigger national programs with modular local kits; ensure compliant state customization. </li><li>Build community/event playbooks to increase intentional traffic and local brand equity. </li></ul> <p>Compliance & Brand Stewardship</p> <ul> <li>Ensure all in-store communications, claims, and promotional mechanics meet legal/regulatory requirements. </li><li>Govern identity consistency across vendors, states, and formats through periodic audits. </li></ul> <p>Travel Requirements: 30-40% for store walks, field training, pilots, and cross-market reviews.</p> <p>Perform other duties as assigned.</p> <p>Supervisory Responsibilities:</p> <p>This position Leads a small Retail Brand COE (2-4 FTEs)-e.g., Store Experience Design, Shopper/Local Marketing, Retail Insights & Measurement-and oversees agency partners. Accountable for workload prioritization, performance management, and professional development.</p> <p>What You'll Bring:</p> <p>Education:</p> <ul> <li>Bachelor's degree in Marketing, Business, Design, Communications, or related field. </li></ul> <p>Experience:</p> <ul> <li>8-15+ years in consumer/retail brand marketing (grocery/beauty/specialty/QSR/convenience). </li><li>Proven success defining a retail CVP and implementing store identity systems at scale. </li><li>Demonstrated impact on conversion and basket via in-store communications and experience upgrades. </li><li>Cross-functional leadership across Retail Ops, Merchandising, Pricing/Promo, Creative, CRM, and Field. </li><li>Insight-to-execution fluency; portfolio of playbooks/toolkits and measurement outcomes. </li><li>Agency management and budget stewardship. </li></ul> <p>Skills:</p> <ul> <li>Strategic storytelling; brief writing; experience design; merchandising/VM literacy. </li><li>Analytical rigor; test-and-learn design; proficiency with dashboarding tools (in partnership with Analytics). </li><li>Excellent communication and training skills for field adoption. </li></ul> <p>Preferred Qualifications:</p> <ul> <li>Experience in regulated industries (alcohol, cannabis, pharma, tobacco). </li><li>Multi-state retail and compliance familiarity. </li><li>Master's degree, a plus. </li></ul>