Director, CRM & Customer Lifecycle Marketing

At Curaleaf, we’re redefining the cannabis industry with a strong commitment to quality, expertise, and innovation. As a leading global cannabis provider, our brands—including Curaleaf, Select, and Grassroots—offer premium products and services in both medical and adult-use markets. Join us at Curaleaf to be part of a high-growth, purpose-driven company that champions corporate social responsibility through our Rooted in Good initiative, supporting community outreach and positive change.

Here, you’ll have the opportunity to make a meaningful impact, drive innovation, and help shape the future of cannabis.

About The Role

: Curaleaf is looking for a Director of CRM Customer Lifecycle Marketing to help transform how we use customer data to drive retail growth, deepen customer relationships, improve retention, and increase customer lifetime value. This is a critical role for the business. Curaleaf has a large and valuable customer database, but we are not yet fully leveraging that data to understand our customers, segment them meaningfully, personalize our outreach, or build disciplined lifecycle marketing programs.

We need a strategic, analytical, and hands-on CRM leader who can come in, assess the current state, identify the biggest opportunities, and build a more sophisticated CRM engine for the future. The primary focus of this role will be retail CRM. This leader will partner closely with Retail, E-Commerce/Product, Analytics, Brand Marketing, Creative, and IT teams to turn customer data into actionable strategies that drive traffic, conversion, repeat purchase, retention, and loyalty across Curaleaf’s retail dispensary network.

The ideal candidate is intellectually curious, highly analytical, commercially minded, and comfortable operating in a fast-moving, highly regulated cannabis environment. They should be able to go deep into the data, identify meaningful customer segments, translate insights into action, and build CRM programs that are both customer-relevant and business-driving.

What You’Ll Do

: Build and Lead the CRM Strategy Assess Curaleaf’s current CRM approach, data assets, tools, capabilities, processes, and performance. Define a clear CRM vision, roadmap, and operating model focused primarily on retail growth. Establish a more disciplined approach to lifecycle marketing, customer segmentation, personalization, testing, and measurement.

Build CRM strategies that support key business objectives, including new customer acquisition, repeat purchase, retention, reactivation, frequency, basket growth, and customer lifetime value. Create a practical roadmap that balances immediate business impact with longer-term capability building. Turn Customer Data into Actionable Segments Analyze Curaleaf’s customer database to identify meaningful behavioral, value-based, geographic, category, frequency, and lifecycle segments.

Develop actionable customer segments, such as new customers, high-value customers, category loyalists, promotion-sensitive shoppers, recently lapsed customers, long-term lapsed customers, and cross-sell opportunities. Partner with Analytics and Retail teams to understand customer behavior by market, store, category, brand, product type, and purchase occasion. Translate data into clear insights and recommendations that can be used by Marketing, Retail, Brand, Digital, and Merchandising teams.

Build a segmentation framework that helps Curaleaf move from broad promotional blasts to more targeted, personalized, and effective customer engagement. Drive Retail Lifecycle Marketing Design and optimize lifecycle programs across the customer journey, including onboarding, first-to-second purchase, category education, repeat purchase, loyalty, lapsed customer reactivation, and win-back.