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Title: Senior Marketing Manager, Activation

Location: Florida

Job Type: FT

About the Role:

What You'll Do

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 workstreams.

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, conversion, basket size, and promotional effectiveness.
• Utilize customer, sales, and market insights to optimize future marketing investments.
• Develop executive summaries highlighting wins, opportunities, and risks.

Customer Engagement & Brand Advocacy

• Build brand excitement and consumer engagement across the route-to-market.
• Collaborate with influencers, partners, retailers, and local organizations to enhance visibility and advocacy.
• Leverage local market insights to identify opportunities that drive consumer engagement and sales performance.

Travel Requirement

What You'll Bring

• Bachelor's degree in Marketing, Business Administration, or related field.
• 4-6 years of field marketing, activation, brand marketing, or related experience.
• Proven expertise in event planning, activation, and execution.
• Passion for the cannabis industry and consumer (both active and curious).
• Strong organizational, prioritization, and project management skills with the ability to manage multiple initiatives simultaneously.
• Demonstrated ability to coordinate complex cross-functional projects and navigate organizational processes.
• Strong leadership and influence skills, including the ability to drive alignment without direct authority.
• Experience managing activation calendars, workflow coordination, and stakeholder communications.
• Ability to think strategically and holistically about how work gets done across an organization.
• Strong relationship-building skills and a proven ability to collaborate effectively across departments.
• Experience managing regional brand pages or digital platforms.
• Creative and innovative mindset with the ability to succeed in a tightly regulated environment.
• Willingness to travel and collaborate across multiple markets throughout Florida.

Even Better If

• MBA or advanced degree.
• Experience working in or with highly regulated industries (e.g., cannabis, alcohol, tobacco, pharma).
• Experience partnering with event, creative, or experiential agencies.
• Experience supporting field marketing organizations focused on retail execution and sell-through performance.
• Experience serving in a project management, traffic management, marketing operations, or activation leadership capacity.
• Deep understanding of Florida retail, consumer, and cannabis market dynamics.