Senior Marketing Manager, Activation - Florida

Marketing Manager, Activation

The Regional Activation Manager drives localized marketing initiatives in support of Curaleaf's sales teams throughout Florida. This remote role partners closely with national brand teams, sales, retail operations, and cross-functional stakeholders to ensure strategic alignment and flawless execution of marketing programs that drive sell-through and business performance.

The Regional Activation Manager serves as the central point of coordination for field marketing activities across the state, balancing strategy, execution, and operational excellence. This individual will help connect teams, manage priorities, remove roadblocks, and ensure marketing initiatives move efficiently from concept through execution. Success in this role requires strong leadership, exceptional organizational skills, deep relationship-building capabilities, and the ability to think holistically about how work gets accomplished across the organization.

The ideal candidate is a creative, detail-oriented marketer who thrives on bringing brands to life through regional activations, events, partnerships, and in-market programs while maintaining visibility across multiple work streams in a highly regulated industry.

Leadership & Team Development

• Provide day-to-day leadership, coaching, and direction to Florida Brand Activation Managers, fostering collaboration, accountability, and executional excellence.
• Prioritize team workloads and allocate resources to support business priorities.
• Establish execution standards and best practices across the Florida activation team.
• Mentor team members through regular feedback, development planning, and performance coaching.
• Foster a culture of ownership, collaboration, innovation, and continuous improvement.

Strategic Cross-Functional Leadership

• Serve as the primary marketing partner for Florida Retail Operations leadership.
• Build strong partnerships with Brand Marketing, Product Marketing, Trade Marketing, CRM, Creative, Compliance, Merchandising, Retail Operations, Finance, and Sales.
• Influence cross-functional teams to align on priorities, timelines, and execution.
• Represent Florida market needs during national planning and campaign development.
• Translate field feedback into actionable recommendations that improve future programs.

Regional Marketing Execution

• Execute national and regional marketing plans, tailoring them to Florida market dynamics and regulatory requirements.
• Manage activation calendars, track execution, and distribute promotional materials across the state.
• Serve as a central intake and coordination point for field marketing requests, ensuring priorities are aligned and work is executed efficiently.
• Manage incoming field requests for assets (digital, POS, merchandising, and promotional materials).
• Coordinate cross-functional workflows and ensure stakeholders remain informed on key initiatives and timelines.
• Support traffic management and project coordination across multiple field marketing work streams.

Channel, Outlet & Event Activation

• Lead merchandising and POS execution, ensuring consistent brand standards across Florida.
• Plan and manage local events, pop-ups, demos, community activations, and partnerships.
• Coordinate event calendars and ensure flawless activation and execution.
• Oversee regional activation budgets and vendor relationships.
• Support field teams with the resources and coordination necessary to maximize program effectiveness and sell-through.

Cross-Functional Collaboration

• Partner with sales, marketing, retail operations, compliance, and other key stakeholders to achieve regional objectives.
• Build and maintain strong internal relationships that help accelerate execution and remove barriers to success.
• Act as a trusted partner who understands how work moves across the organization and can effectively coordinate efforts across teams.
• Serve as a brand expert and uphold brand standards across all initiatives.

Marketing Operations & Execution

• Establish processes that improve execution speed and cross-functional collaboration.
• Manage marketing workflows, timelines, and resource allocation across multiple initiatives.
• Identify operational improvements that increase efficiency and execution quality.
• Ensure projects are delivered on time and aligned with business priorities.
• Present marketing strategies, campaign updates, and business results to senior leadership.
• Communicate priorities, risks, and opportunities across multiple stakeholder groups.

Promotions & Product Launches

• Coordinate regional product launches and ensure retail and sales teams are equipped with all necessary materials, communications, and support.
• Support promotional planning and activation strategies that drive awareness, engagement, and sell-through.
• Partner with stakeholders to ensure launches are executed consistently and effectively throughout the market.

Business Performance

• Monitor sales performance and activation effectiveness to identify opportunities for growth.
• Partner with Retail Operations to improve traffic,…