Vice President, Trade Marketing

Title: VP, Trade Marketing

Location: Stamford, CT

Job Type: Exempt / Full Time

About the Role:  The VP, Trade Marketing at Curaleaf plays a critical role in bridging brand strategy with field execution to drive growth across retail and wholesale channels. This individual will lead the development and implementation of trade marketing programs that enhance brand visibility, accelerate sell-through, and strengthen customer engagement in a highly regulated and rapidly evolving cannabis market.

Reporting to the SVP of Marketing, the VP, Trade Marketing will collaborate closely with sales, brand, field support and compliance teams to ensure seamless execution of go-to-market strategies. This role requires a strategic thinker with strong analytical capabilities and a deep understanding of retail and shopper dynamics, and a passion for leading high-performing teams. The ideal candidate will bring a balance of creativity and operational excellence, with a proven ability to drive results through data-driven decision-making and cross-functional leadership.

What You’ll Do: 

• Development and Execution of Trade Marketing Strategy
• Design and implement national and regional trade marketing plans aligned with brand and sales objectives
• Translate brand strategies into actionable retail and wholesale programs.
• Retail and Channel 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.
• Cross-Functional Collaboration
• Work with sales, marketing, and compliance to ensure brand goals and sales goals are both achieved
• Serve as the key liaison between marketing and field sales teams
• Performance Analysis and Optimization
• Monitor and analyze trade marketing performance metrics (e.g., sell-through, ROI, promotional lift).
• Use insights to optimize future campaigns
• Team Leadership and Development
• Lead, mentor, and develop a high-performing trade marketing team.
• Foster a culture of accountability, innovation, and continuous improvement and learning
• Promote financial ownership by instilling budget awareness and responsibility throughout the broader team
• Design and Support Product Launches
• Collaborate with product and brand teams to develop go-to-market strategies for new product introductions.
• Ensure field sales as well as retail readiness and promotional support for launches.
• Driver of  Customer Engagement & Education
• Create and execute training across all commercial touchpoints for Curaleaf
• Coordinate and run any customer/budtender incentives to reinforce brand education and foster brand love across the RTM for Curaleaf brand(s)
• Travel Requirements: 25%-40% of the time
• Provide strategic leadership; be the “voice of the customer” within the wider marketing organization
• Title, level, and compensation commensurate with experience

What You’ll Bring:

• Education:
  • Bachelor’s degree in Marketing, Business Administration, or a related field.
• Experience:
  • 12+ years of experience in trade marketing, brand marketing, and/or sales within a CPG, retail, or regulated industry
  • 8+ years in a leadership or team management role.
  • P&L responsibility and management
  • Proven track record of success in creating and implementing Go-To-Market strategies new product launches and managing other relevant shopper marketing “projects”
  • Proven 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 field activation and product education teams and initiatives
  • Effective 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) is strongly preferred.