Director, Retail Brand Marketing

Title: Director, Brand Marketing

Location: Stamford, CT

Job Type: Exempt | Full-Time

About the Role:  

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. 

What You’ll Do:

CVP & Identity (Strategy) 

• 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).
• Map missions/occasions and shopper journeys by segment; define north-star experience principles by store archetype/format and regulatory context.
• Recommend portfolio/store standards and secure cross-functional alignment; publish brand & experience playbooks with state-level adaptations and approval SLAs. 

Store & Field Activation (Execution) 

• Build and manage the national retail marketing calendar (e.g., Green Wednesday, 4/20, back-to-campus), ensuring every program ladders to the CVP.
• Develop toolkits (launch checklists, asset packs, window/in-store layouts, community activation guides) and train field teams for consistent execution.
• Partner with Retail Ops on service standards, queue/consultation flow, and staff enablement (budtender comms, quick guides). 

Cross-Channel Integration (Omnichannel) 

• Orchestrate alignment between retail and brand/wholesale programs (Select, Grassroots/Dark Heart, Anthem, etc.). 
• Integrate with CRM/e-com to connect store and digital: geo/audience targeting, offer architecture, and attribution to drive store traffic and repeat. 

Measurement, Governance & Budget 

• Build dashboards in partnership with Analytics/Finance covering traffic, conversion, ATV/basket, items/txn, NPS/CSAT, promo ROI, and media-to-store attribution.
• Stand up test-and-learn pilots; run quarterly CVP health checks and a continuous improvement roadmap.
• Manage program and agency budgets within an approved plan; track OKRs and run QBR cadences.
• 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
• Chair a cross-functional working group (Retail Ops, Merch, Creative, CRM, Compliance) to maintain alignment and decision velocity. 

Insights & Research 

• Lead shop-alongs, mystery shops, and competitive benchmarking; convert findings into CVP refinements and store standards. 
• Commission and socialize consumer segmentation/mission work; ensure insights directly inform program briefs and merchandising priorities. 

Seasonal Programs & Local Activation 

• Architect fewer, bigger national programs with modular local kits; ensure compliant state customization. 
• Build community/event playbooks to increase intentional traffic and local brand equity. 

Compliance & Brand Stewardship 

• Ensure all in-store communications, claims, and promotional mechanics meet legal/regulatory requirements.
• Govern identity consistency across vendors, states, and formats through periodic audits. 

Travel Requirements: 30-40% for store walks, field training, pilots, and cross-market reviews. 

Perform other duties as assigned.     

Supervisory Responsibilities: 

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. 

What You'll Bring:

Education: 

• Bachelor’s degree in Marketing, Business, Design, Communications, or related field. 

Experience: 

• 8–15+ years in consumer/retail brand marketing (grocery/beauty/specialty/QSR/convenience).
• Proven success defining a retail CVP and implementing store identity systems at scale.
• Demonstrated impact on conversion and basket via in-store communications and experience upgrades.
• Cross-functional leadership across Retail Ops, Merchandising, Pricing/Promo, Creative, CRM, and Field.
• Insight-to-execution fluency; portfolio of playbooks/toolkits and measurement outcomes.
• Agency management and budget stewardship. 

Skills: 

• Strategic storytelling; brief writing; experience design; merchandising/VM literacy.
• Analytical rigor; test-and-learn design; proficiency with dashboarding tools (in partnership with Analytics).
• Excellent communication and training skills for field adoption. 

Preferred Qualifications: 

• Experience in regulated industries (alcohol, cannabis, pharma, tobacco).
• Multi-state retail and compliance familiarity.
• Master’s degree, a plus.