Director, CRM & Customer Lifecycle Marketing

Title: Director, CRM & Customer Lifecycle Marketing

Location: Stamford, CT

Job Type: FT

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.
• Develop CRM programs that help customers navigate the cannabis category, understand product formats, discover brands, and find products that fit their needs.
• Create targeted campaigns that support retail priorities, including traffic-driving offers, market-specific needs, product launches, seasonal events, and key promotional moments.
• Partner with Retail and Trade Marketing to ensure CRM supports store-level and market-level objectives.
• Build CRM programs that help Curaleaf grow both existing customer value and new customer conversion.

Build a Test-and-Learn Culture

• Establish a disciplined testing roadmap across audience segments, offers, messaging, timing, cadence, channels, and creative.
• Use data to determine what is working, what is not, and where Curaleaf should scale, optimize, or stop activity.
• Partner with Creative and Brand teams to ensure CRM messaging is not only targeted, but also on-brand, engaging, and easy for customers to understand.
• Develop clear reporting that connects CRM activity to business outcomes, including traffic, revenue, repeat rate, retention, basket size, category growth, offer performance, and customer lifetime value.
• Help the organization move from activity-based CRM to performance-based CRM.

Partner Cross-Functionally Across the Business

• Work closely with Retail Sales and Retail Operations to understand business priorities, store-level needs, customer behavior, and market dynamics.
• Partner with Brand Marketing to ensure CRM supports Curaleaf’s brand portfolio, including Select, Grassroots, Find, Jams, Anthem, Dark Heart, and other priority brands.
• Collaborate with Digital and E-Commerce teams to connect CRM with website, menu, product content, online ordering, and customer data capture.
• Influence cross-functional partners through strong insights, clear storytelling, and a practical understanding of what will drive the business.

Who You Are:

• You are a CRM leader who knows how to turn customer data into business growth.
• You are intellectually curious and energized by digging into data to find patterns, opportunities, and customer insights.
• You are strategic enough to build the roadmap and hands-on enough to help bring it to life.
• You understand that great CRM is not just about sending emails or texts. It is about knowing the customer, understanding their behavior, and creating more relevant experiences that drive measurable outcomes.
• You are comfortable working in a business where the systems, processes, and data may not yet be perfect, and you know how to build structure without slowing down progress.
• You are a strong cross-functional partner who can work effectively with Marketing, Retail, Digital, Analytics, Technology, Creative, and Brand teams.
• You are commercially minded and understand that CRM must ultimately drive traffic, revenue, loyalty, and customer lifetime value.

SUPERVISORY RESPONSIBILITIES:

This position directly supervises the work activities of others and is accountable for the management of others, through a subordinate supervisor, concerning selection, recommending termination, performance appraisal, and professional development.

What You’ll Bring:

• Lead Curaleaf’s CRM and customer lifecycle marketing strategy, with a primary focus on retail.
• Build a customer segmentation framework using behavioral, transactional, category, value, lifecycle, and market-level data.
• Develop lifecycle programs that improve onboarding, engagement, repeat purchase, retention, reactivation, and loyalty.
• Partner with Retail Sales and Retail Operations to ensure CRM programs support store traffic, market priorities, and customer growth.
• Translate customer insights into actionable marketing plans, campaign briefs, personalization strategies, and testing plans.
• Create CRM programs that support brand and product priorities across Curaleaf’s portfolio.
• Improve the use of customer data across email, SMS, loyalty, e-commerce, and other owned channels.
• Partner with Analytics to define CRM KPIs, dashboards, reporting, and measurement frameworks.
• Partner with Technology and Digital teams to improve CRM platform capabilities, data capture, customer identity, automation, and personalization.
• Build a test-and-learn roadmap to continuously improve campaign performance and customer engagement.
• Serve as a key thought partner to leadership on customer strategy, CRM performance, lifecycle marketing, and retail growth opportunities.

Required Qualifications

• 8 to 12+ years of experience in CRM, lifecycle marketing, retention marketing, customer strategy, loyalty, database marketing, or related fields.
• Experience using customer data to build segmentation strategies and personalized marketing programs.
• Strong analytical skills, with the ability to translate data into clear insights, actions, and business recommendations.
• Experience building customer lifecycle programs across email, SMS, loyalty, digital, e-commerce, or retail channels.
• Strong understanding of CRM platforms, marketing automation, customer data, campaign operations, testing, and measurement.
• Experience partnering with Analytics, Technology, Digital, Retail, Creative, and Brand teams.
• Proven ability to build structure, process, and roadmaps in a fast-moving or evolving business environment.
• Strong communication and presentation skills, including the ability to influence senior leaders and cross-functional partners.
• Strong project management skills, with the ability to manage multiple priorities and drive work forward with urgency.
• Bachelor’s degree required.

Preferred Qualifications

• Experience in retail, CPG, multi-unit retail, cannabis, beverage alcohol, wellness, or another regulated consumer category.
• Experience with loyalty programs, first-party data strategy, customer data platforms, or customer identity resolution.
• Experience working across multiple markets with different regulatory, operational, or commercial requirements.
• Experience with CRM platforms such as Salesforce Marketing Cloud, Braze, Klaviyo, Adobe Campaign, HubSpot, or similar tools.
• Experience building customer dashboards, performance scorecards, or test-and-learn measurement frameworks.
• Familiarity with cannabis consumers, dispensary retail, product formats, and state-by-state cannabis regulations is a plus.

Success in This Role Looks Like

• Curaleaf has a clearer understanding of its customer base and the key segments that drive retail growth.
• CRM evolves from broad promotional messaging to a more targeted, personalized, and insight-driven growth engine.
• Retail teams view CRM as a valuable business partner that helps drive traffic, repeat purchase, and customer loyalty.
• Marketing and Brand teams are better able to use customer data to inform messaging, offers, product education, and campaign planning.
• CRM performance is measured clearly and consistently, with a strong test-and-learn culture.
• Curaleaf begins to fully leverage the power of its first-party customer data as a competitive advantage.