Regional Engagement Manager

Trulieve; Dallas (TX); On-site; USD 90,000 - 130,000; Full time

Job summary

Trulieve is seeking a Regional Activation Manager to lead strategy, execution, and optimization of field and community-based marketing across assigned markets. This role drives local engagement, consumer acquisition, and brand loyalty through grassroots campaigns, retail activations, and partnerships.

You will manage cross-functional teams with retail, sales, and corporate marketing to ensure brand consistency while tailoring efforts to regional opportunities.

Qualifications

• Bachelor’s degree in Marketing, Business, Communications, or related field (Master’s preferred).
• 7+ years in marketing, brand activation, or field leadership, with 3+ years multi-market experience.
• Proven track record of grassroots and community-driven campaigns; strong leadership of distributed teams.
• Exceptional communication, negotiation, and presentation skills; data-driven ROI focus.
• Knowledge of regulatory environments; cannabis/alcohol or regulated industries is a plus.
• Willingness to travel frequently within the region.

Responsibilities

• Oversee field marketing and activation strategies in the region.
• Design localized campaigns, events, sponsorships, and partnerships.
• Build relationships with local stakeholders and community groups.
• Partner with retail operations to create in-store experiences and outreach.
• Recruit and lead regional field marketing managers; set goals and track performance.
• Measure ROI, engagement, and market penetration; report to leadership.
• Manage regional budgets for cost-effective execution.
• Ensure compliance with state and federal regulations.

Skills

Leadership

Communication

Data-driven

Presentation

Negotiation

Marketing strategy

Education

Bachelor’s degree in Marketing/Business/Communications

Master’s degree (preferred)

Job description

Join Trulieve – Where Passion Meets Purpose

If you're interested in being part of one of the nation's fastest-growing industries, Trulieve may be the perfect place for you. We are proud to be recognized on TIME's America's Best Companies 2026 List, an honor awarded to top-performing U.S. organizations based on employee satisfaction, financial strength, and sustainability transparency. Trulieve was one of only two cannabis companies to receive this distinction.

If you have passion for helping others and want to make a meaningful impact through your work, this may be the role for you. At Trulieve, we strive to bring our patients the relief they need in products they can trust. Our plants are hand-grown in carefully controlled environments designed to minimize unwanted chemicals and pests, keeping the cultivation process as natural as possible every step of the way. To learn more about Trulieve and our mission, please visit www.trulieve.com.

Regional Engagement Manager

Travel: Up to 70% travel across the state

Position Summary

The Regional Activation Manager will lead the strategy, execution, and optimization of all field and community-based marketing initiatives across assigned markets. This role is responsible for driving local market engagement, consumer acquisition, and brand loyalty through grassroots campaigns, retail activations, community partnerships, and experiential programs. The Regional Activation Manager will manage cross-functional teams and collaborate with retail, sales, and corporate marketing to ensure consistency while tailoring efforts to regional opportunities.

Key Responsibilities:

• Market Leadership: Oversee all field marketing and activation strategies within the region, ensuring alignment with corporate brand objectives.
• Campaign Development: Design and implement localized campaigns, events, sponsorships, and partnerships to increase market share and customer engagement.
• Community Engagement: Build strong relationships with local stakeholders, advocacy groups, and community organizations to position the brand as a trusted and responsible partner.
• Retail Activation: Partner with retail operations to create in-store experiences, promotions, and grassroots outreach that drive foot traffic and sales.
• Team Management: Recruit, train, and lead regional field marketing managers and brand ambassadors; set clear goals and track performance.
• Analytics & Reporting: Measure campaign ROI, consumer engagement, and market penetration; provide actionable insights to senior leadership.
• Budget Oversight: Manage regional marketing budgets, ensuring cost-effective and high-impact execution.
• Compliance: Ensure all local marketing activities comply with state and federal regulations, particularly in highly regulated industries like cannabis.

Qualifications:

• Bachelor’s degree in Marketing, Business, Communications, or related field (Master’s preferred).
• 7+ years of marketing, brand activation, or field leadership experience, with at least 3 years in a multi-market/regional role.
• Proven track record of executing successful grassroots and community-driven marketing campaigns.
• Strong leadership skills with experience managing distributed teams.
• Exceptional communication, negotiation, and presentation skills.
• Data-driven mindset with the ability to analyze results and adjust strategies in real time.
• Knowledge of regulatory environments (preferred: experience in cannabis, alcohol, or similarly regulated industries).
• Willingness to travel frequently within assigned region.

Success Metrics

• Growth in regional revenue and market share.
• Increased brand awareness and customer loyalty within key markets.
• High ROI on grassroots and community activation campaigns.
• Strong community partnerships and advocacy relationships.
• Effective leadership and retention of regional field marketing teams.

Salary will be commensurate with experience. A comprehensive benefits package including paid time off is offered with this position. This position will work an average of 40 hours per week and will be available “after hours” if an emergency situation should arise.

Trulieve provides equal employment opportunities to all employees and prohibits discrimination and harassment of any type without regard to race, color, religion, age, sex, national origin, disability status, genetics, protected veteran status, sexual orientation, gender identity or expression, pregnancy or any other characteristic protected by federal, state or local laws.