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.
Title: Director, Brand PR
Location: Stamford, CT
Job Type: Exempt | Full-Time
About the Role: The Director of Brand PR will lead end-to-end public relations to a multi-brand, multi-market portfolio. This leader will architect the earned strategy that launches products, fuels sustained brand talkability and turns retail moments into cultural moments while building local market momentum and safeguarding reputation.
Reporting to the SVP of Marketing, the Director will oversee national brand PR, retail PR, regional PR support, and issues management. They will serve as the connective tissue between Brand, Retail, and Shopper Marketing, ensuring that PR programs elevate brand equity and support commercial priorities. Additionally, they will collaborate directly with Corporate Communications, to ensure that Curaleaf’s brand stories are communicated to corporate stakeholders, investors and internal team members.
The ideal candidate has deep consumer brand PR experience in CPG and/or retail, is equally comfortable with media relations and issues management, and has a proven record of leading agencies, coaching spokespeople, and building PR programs that deliver measurable outcomes.
What You’ll Bring:
- Bachelor’s degree in Communications, Journalism, Marketing, or related field.
- 10–15+ years in Brand PR/Communications with CPG and/or large-scale retail experience.
- Proven track record launching national products and sustaining brand visibility.
- Hands-on media relations with top-tier national and regional outlets.
- Built and managed agencies and large PR budgets.
- Measurement fluency with AMEC/Barcelona Principles.
- Strong cross-functional leadership with Brand, Retail, Legal/Regulatory, and Corporate Comms.
- Excellent writing and storytelling skills across press materials, op-eds, and bylines.
Even Better If:
- Experience in regulated industries (alcohol, cannabis, pharma, tobacco)
- Familiarity with retail PR environments (Target-scale, Trader Joe’s)
- APR credential a plus
- Master’s degree, preferred
Experience with Retail PR (National + Local)
- Lead store opening PR playbooks: media mapping, press events, preview nights, community integration.
- Manage inbound media requests; provide counsel to retail leaders and spokespeople.
- Deliver media training and on-site coaching for press visits.
- Drive adult-use market launches with compliant messaging, community briefings, and stakeholder engagement.
Experience with Brand PR (CPG Core)
- Lead product launch PR from concept to sustainment: earned media, sampling, trial activations, and momentum planning.
- Execute regional activations and pop-ups aligned with retail calendars.
- Oversee award submissions (product, design, innovation).
- Build ongoing media relations to sustain brand visibility.
- Manage partnership PR (talent, cultural, nonprofit, co-marketing).
- Guide influencer/creator PR in collaboration with Social teams.
- Support brand narrative development and companywide messaging alignment.
Experience with Regional PR Support
- Develop local PR programs: adapt national narratives, pitch media, support CSR initiatives.
- Partner with Corporate PR on customer-facing crisis communications.
- Monitor customer feedback via social channels and coordinate rapid response.
Experience with Measurement, Budget & Agency Leadership
- Define KPIs using AMEC Barcelona Principles; focus on outcomes over outputs.
- Forecast/manage PR budgets; lead agencies across consumer, corporate, crisis, and local markets.
- Establish scalable operating cadences (QBRs, news calendars, approval SLAs).
Additional Details
- Travel: 25–40%
What We Offer:
- 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.
Follow us on Social Media:
Instagram: @curaleaf.usa
Twitter: @Curaleaf_Inc
LinkedIn: Curaleaf LinkedIn
Curaleaf Holdings, Inc. (TSX: CURA) (OTCQX: CURLF) ("Curaleaf") is a leading international provider of consumer products in cannabis with a mission to enhance lives by cultivating, sharing, and celebrating the power of the plant. As a high-growth cannabis company known for quality, expertise and reliability, the Company, and its brands, including Curaleaf, Select, Grassroots, JAMS, Find and Zero Proof provide industry-leading service, product selection and accessibility across the medical and adult-use markets. Curaleaf International is the largest vertically integrated cannabis company in Europe with a unique supply and distribution network throughout the European market, bringing together pioneering science and research with cutting-edge cultivation, extraction, and production. Home | Curaleaf | Cannabis with Confidence
Our Vision: To be the world's leading cannabis company by consistently delivering superior products and services and driving the global acceptance of cannabis.
Our Values:
- Lead and Inspire.
- Commit to Win.
- ONE Curaleaf.
- Driven to Deliver Excellence.
Curaleaf is an equal opportunity employer. Curaleaf recruits, employs, trains, compensates, and promotes regardless of race, religion, color, national origin, gender identity, sexual orientation, physical ability, age, veteran status, and other protected status as required by applicable law.
We will ensure that individuals with disabilities are provided reasonable accommodation to participate in the job application or interview process, to perform essential job functions, and to receive other benefits and privileges of employment. Please contact us to request accommodation.
Individuals adversely impacted by the war on drugs are encouraged to apply.
Current Curaleaf employees should apply for open positions through our Internal Job Board, which can be accessed via the link on The Leaf.
Top Skills
What We Do
Curaleaf Holdings, Inc. (CSE: CURA) (OTCQX: CURLF) ("Curaleaf") is a leading international provider of consumer products in cannabis with a mission to improve lives by providing clarity around cannabis and confidence around consumption. As a high-growth cannabis company known for quality, expertise and reliability, the Company and its brands, including Curaleaf, Select and Grassroots provide industry-leading service, product selection and accessibility across the medical and adult-use markets. In the United States, Curaleaf currently operates in 23 states with 106 dispensaries, 23 cultivation sites and more than 30 processing sites, employing over 4,800 team members.
Curaleaf International is the largest vertically integrated cannabis company in Europe with a unique supply and distribution network throughout the European market, bringing together pioneering science and research with cutting-edge cultivation, extraction and production. Curaleaf is listed on the Canadian Securities Exchange under the symbol CURA and trades on the OTCQX market under the symbol CURLF. For more information, please visit: https://ir.curaleaf.com.
