Activations & Engagement Manager at Trulieve

Job Title: Manager, Activations & Engagement

Department: Marketing

Reports to: Director of Marketing, SW

FLSA Status: Regular-Exempt

Location: Hybrid within Arizona

ROLE SUMMARY

The Trulieve Activations and Engagement Manager will be responsible for planning and executing a regional demand generation strategy in line with company budget and sales goals. This position will collaborate closely with the marketing, brand partner and retail operations teams to reach new customers/ satisfy current customers through marketing initiatives, localized marketing and/or events, and other activities that drive in-store traffic and sales, increase conversion, and deliver brand excitement. Together with sales, they will design and execute in-store activations and marketing strategies that will make a significant impact on the business and sales.

The Activations and Engagement Manager plays an integral role in pursuing and building sustainable relationships with brand partners and community organizations throughout the region to plan and execute retail events, programs, activations, education, and awareness programs for the Southwest hub. This role will also be responsible for measuring and reporting results of these initiatives to further drive the goals of the business.

This role will serve as the marketing point of contact that directly engages and collaborates with the field leadership team and partners with them to understand their key customer priorities. They will translate go-to-market strategies and identified opportunities into actionable and measurable programs, ensure campaigns and activations are executed on-time, accurately, and successfully. The candidate will be responsible for shaping the annual event strategy, creating and executing demand campaigns and managing account-based marketing initiatives.

KEY DUTIES AND RESPONSIBILITIES

• Manage all aspects of in dispensary activation coordination including strategy, digital support, objectives materials creation, event messaging/marketing, signage, giveaways, contract negotiation, vendor relations, site selection, registration, agenda scheduling, staffing & logistics.
• Collaborate with regional sales leadership team and marketing team to develop, implement, and analyze marketing initiatives and strategies.
• Manage the calendar for all retail marketing activations, retail contests, register roll-ups, educational initiatives, new store openings, and other events and activities.
• Plan and execute comprehensive strategies for all key revenue driving Holidays (including but not limited to: 420,710,12 Days of Cannabis, etc.)
• Support regional and national initiatives to drive sales performance and build brand loyalty.
• Managing activation marketing budget including, but not limited to local vendor partnerships, sponsorships, brand ambassador labor, agency spend, media spend, donations etc.
• Submit creative briefs for activations, drives, and community partnership events.
• Conduct post-event/campaign evaluations and ROI analysis; report and share results and recommendations with sales team and marketing teams; pivot strategy to align with findings.
• Collaborate with marketing team to develop metrics to measure the success of all initiatives to increase effectiveness and drive scale of the programs.
• Develop strategy and execute as the primary lead between Trulieve and retail brand partners.
• Develop strategy and execute as the primary lead between Trulieve and community organizations.
• Establish and maintain key relationships with brand partners and community groups to drive retail initiatives for collaboration, education, and support.
• Develop and lead creative programs within community organizations that generate Trulieve brand awareness and increase traffic to retail dispensaries.
• Proactively collaborate internally with the retail and digital marketing teams for important engagement initiatives.
• Create outreach strategies and programs that can support the community, environment, or non-profit goals.
• Process all sponsorship payments in conjunction with accounting in a timely manner.
• Plan, implement and execute all community events, vendor days and in-store activations in partnership with Marketing.
• Negotiate pricing with multiple partners and vendors.
• Publicly speak on behalf of Trulieve in an educational format.
• Manage monthly initiatives surrounding diversity, equity, and inclusion.
• Source vendors to support in store activations, marketing initiatives (GWP’s, Brand Takeover, etc.), and brand partner events.
• Organize logistics around activations with all parties (DC, vendors, brand partners, store teams).
• Collaborate and share best practices, lessons learned and post-recaps with Regional Marketing team.
• Successfully prioritize and manage multiple projects simultaneously while meeting deadlines and budgets.
• Represent the Trulieve brand in the most positive and compassionate way.
• Be a leading representative in our high customer service standards.

SKILLS AND QUALIFICATIONS

• Bachelor’s degree in business, Marketing or related field required.
• 3+ years of working experience in field marketing and/or marketing space.
• Proven experience carrying out marketing efforts, including planning, prioritizing, and implementing strategy.
• Previous experience managing events and marketing campaigns.
• Knowledge of digital marketing and event planning.
• Proven negotiation, problem-solving, organization and project management skills.
• The ability to plan, execute, and analyze an overall marketing strategy including paid, earned, and owned media.
• Ability to work in a dynamic and fast-paced environment; ability to multitask and effectively manage time.
• Ability to multi-task and work effectively with a variety of tasks and business partners (both internal and external partners); must be able to work cross-functionally with internal sales and operations teams to effectively generate, execute and report on marketing programs.
• Ability to interact with various levels of stakeholders and make decisions based on data and insights.
• Acute attention to detail; demonstrated ability for accuracy and thoroughness.
• Knowledge of Microsoft Office (PowerPoint, Excel, Word, Smartsheets). Experience with project management platforms (Monday.com) a plus.
• Excellent organization and interpersonal skills, demonstrating sensitivity and professionalism in interpersonal relations.
• Proven ability to network with community resources, build relationships and create community partnerships.
• Excellent written and verbal communication skills; including well-developed public speaking skills.
• Ability to meet deadlines in a timely and efficient manner.
• Solid ability with the use of English language. Spanish as an additional language is a plus.
• Previous related experience in the cannabis industry strongly recommended.

ADDITIONAL MINIMUM QUALIFICATIONS

• Must possess a valid driver’s license and a clear driving record.
• Must be able to pass a level 1 and level 2 background check and drug screening.
• Must be available to work outside of traditional hours of operation (nights, weekends, etc,)
• Must be at least 21 years of age.
• Must possess the mental and physical capacities necessary to perform the job duties.
• Proven business thinker with solid strategic skills and capacity to understand business from a market, region, P&L, and product perspective.
• Professional team-player, collaborative, and open to feedback
• Strategic, creative, self-motivated, intellectually curious, innovative and resourceful.
• Dynamic communicator with great oral and written skills.
• Big picture thinker and adaptable to changing environments.
• Detail-oriented, organized and proactive.
• Approaches new and different ideas with curiosity and open-mindedness.

PHYSICAL REQUIREMENTS

• Must be able to push, pull, move, and/or lift a minimum of 25 lbs. to a minimum height of 5 feet and able to push, pull, move, and/or carry such weight a minimum distance of 50 feet, with or without mechanical assistance
• Must be able to work seated/standing as appropriate at workstations for extended periods of time, maintain body equilibrium while climbing ladders, stairways, stopping, kneeling, crouching, and reaching, and use hands/fingers to hold, grasp, turn, pick, pinch frequently/constantly to complete tasks
• Must have visual acuity with/without job aids to perform activities such as; reading, viewing a computer terminal, visual inspection involving small parts/details. Clarity of vision at 20 ft or more in day and night/dark conditions
• Must be able to speak and communicate verbally at conversation levels with co-workers, vendors, etc. (Moderate noise)

WORK SCHEDULE

45+ hours weekly with flexible hours depending on store needs. Must be available to work occasional evenings, weekends, and holidays.

Must be able to move intermittently throughout the workday. Must be able to see and hear or use prosthetics that will enable these senses to function adequately to ensure requirements of this position can be fully met. Due to the nature of our business, it is advocated that when representing Trulieve that our professionalism meets the needs of the customer base that we respectively serve. To uniformly align with the organization, an individual must be able to provide a level of communication that aligns respectively with the diversification of our patients which may exhibit opportunities to assess the situation and apply meaningful service. In addition, must be able to quickly identify and insert additional support where needed to deescalate situations without compromising Trulieve’s objective in serving our patient base with excellent customer service

Equal Opportunity Employer Trulieve Supports a Drug Free Workplace