Responsibilities

• Own the end-to-end activation strategy across regions, translating national brand priorities into scalable, compliant field execution frameworks.
• Roll out activation standards, toolkits, and playbooks to ensure consistency across markets while allowing for local flexibility.
• Serve as a senior activation thought-partner to Brand, Trade Marketing, and Sales leadership.
• Lead, coach, and develop Regional Activation Managers and/or Field Execution teams.
• Set clear expectations, performance goals, and development plans for activation talent.
• Build a high-performing, collaborative team culture focused on impact, accountability, and continuous improvement.
• Oversee execution of regional marketing calendars, events, demos, pop-ups, and in-store activations.
• Ensure best-in-class merchandising, POS, and experiential execution across all channels and outlets.
• Act as the ultimate brand steward for field execution, ensuring standards are upheld across all activations.
• Partner closely with Sales, Brand Marketing, Trade Marketing, Compliance, and Operations to align priorities and execution.
• Influence internal stakeholders to drive focus on high-impact initiatives that support commercial objectives.
• Serve as a key liaison between national strategy and field realities, providing feedback and insights upward.
• Own and manage activation budgets at the regional level.
• Oversee agency partners, event vendors, and creative execution partners.
• Ensure budgets are allocated effectively to drive ROI and sales performance.

Requirements

• Bachelor’s degree in Marketing, Business Administration, or related field required
• MBA or advanced degree preferred
• 8–10+ years of experience in field marketing, activation, or shopper marketing
• 3–5+ years in a people leadership role
• Proven experience working in or with highly regulated industries (cannabis strongly preferred)
• Experience managing agencies, vendors, and large-scale activation budgets
• Willingness to travel across multiple markets
• This role requires adaptability, high stress tolerance, and comfort operating in a fast-paced, evolving environment. Travel is required.

Nice to have

• MBA or advanced degree preferred
• Experience in highly regulated industries (cannabis strongly preferred)

Benefits

• Career Growth Opportunities
• Competitive Pay and Benefits
• Generous PTO and Parental Leave
• 401(K) Retirement Plan
• Life/ Disability Insurance
• Community Involvement
• Referral Bonuses and Product Discounts
• Benefits vary by state, role type, and eligibility.