Company Description
Ayr Wellness is a leading U.S. multi-state cannabis operator with more than 90 licensed retail locations across Florida, Massachusetts, Pennsylvania, Ohio, New Jersey, Nevada, Virginia, and Delaware. We cultivate, manufacture, and sell a broad portfolio of high-quality cannabis products, proudly serving both medical patients and adult-use consumers across our markets.
At Ayr, our strength lies in our people. We’re re-imagining how we work across every part of our business, and we’re looking for builders and doers to roll up their sleeves and help shape what’s next.
The cannabis industry is fast-moving, complex, and full of opportunity. Together, we’re not only shaping a company, but also building the future of cannabis. At Ayr you’ll have the opportunity to make a lasting impact while growing your career alongside a company positioning itself for long-term success.
Job Summary
AYR Wellness is seeking a highly engaged, results-driven Director of Community and Physician Partnerships to bring our retail brand to life at the local level and directly support retail growth across Florida.
This role serves as the connection point between Marketing, Retail Operations, our stores, and the communities we serve. The primary objective is simple: drive new patient acquisition, increase store traffic, strengthen customer loyalty, and create meaningful reasons for patients to choose AYR.
The ideal candidate is a self-starter who turns local community presence into new patients. This leader brings a sales and business development mindset, understands retail, knows how to create grassroots momentum, builds strong community partnerships, and measures success through business results. Events are one tool within a broader local growth strategy, used to put AYR in front of the right patients and convert that reach into measurable results.
This position will spend significant time in the field working alongside District Managers, Area Managers, Store Managers, Marketing partners, and community organizations to identify opportunities and develop localized strategies that drive measurable growth.
Duties and Responsibilities
Field & Local Market Growth
- Develop and execute market-level event-based customer acquisition strategies across all Florida markets
- Design, build, and maintain a store toolkit (event playbooks, Doctor Day guides, outreach scripts, templates, and marketing materials) that equips store teams to run localized events and community and physician outreach with consistency
- Train and coach District Managers and store teams on the toolkit, and track adoption and results by store
- Prospect, pitch, and close new local business, community, and physician partnerships,
- Spend the majority of time in the field, in stores, at practices, and at community events, personally driving results rather than working from a desk
- Identify high-value neighborhoods, businesses, events, organizations, and other local patient touch points for each store/ district
- Partner with Retail leadership to identify stores experiencing new-patient, traffic, or sales challenges and create targeted activation plans to improve performance.
- Build events calendar specifically designed to convert community engagement into measurable ROI, specifically in new and lapsed customer numbers.
- Help establish clear goals for each event and evaluate performance against sales, transactions, new patients, loyalty enrollment, and customer acquisition cost.
- Partner with DMs to set and track KPIs that hold retail teams accountable for number of events, types of events, and new patient acquisition numbers
Event Planning and Coordination
- Identify and manage events, sponsorships, and experiential opportunities that reach target customers including store and/or regional patient appreciation events
- Oversee event planning, staffing, logistics, vendors, materials, and on-site execution partnering with marketing, District Managers, and Store Leadership
- Incorporate measurable acquisition mechanisms into events and evaluate performance based on customer acquisition and ROI.
- Keep full events calendar on website up to date 6 weeks ahead of event
Physician Partnerships
- Own the strategy, growth, and execution of Doctor Days across Florida, with a clear expectation to significantly increase the frequency, quality, reach, and measurable impact of the program.
- Develop a repeatable Doctor Day playbook, including partner outreach, event cadence with Store Leadership and Teams, patient education, store participation, follow-up, and performance reporting.
- Track physician and Doctor Day performance by store, including participating practices, event volume, patient leads/referrals where measurable, new customer acquisition, conversion, repeat participation, and ROI.
- Scale the strongest physician partnership models across Florida and quickly course-correct programs that are not producing measurable growth.
- Identify and develop partnerships with complementary brands, local businesses, organizations, venues, and community groups.
- Create referral programs, cross-promotions, co-marketing campaigns, and other customer acquisition initiatives. Track partnership performance and expand programs that demonstrate strong acquisition potential.
Direct-to-Consumer Physical Marketing Materials
- Work with marketing to develop and execute custom digital event announcement and distribution for segmenting store audience
- Partner with marketing for evergreen event education and marketing materials – swag handouts, flyers, QR code, how to become a new patient, etc.
- Measure conversion and customer acquisition cost and scale successful programs for repeat events and share best practices across the regions
Success Metrics
- State, district, and store level and KPIs - new patient acquisition including new patient count, conversion, ROI, etc.
- Track customer acquisition, conversion, physician/medical practice partnership performance, Doctor Day performance, event performance on a store-by-store basis
- Provide regular performance reporting and recommendations to VP of Retail, Area Managers, District Managers, and Store Leadership.
Qualifications
- Demonstrated ability to build external relationship pipelines and convert partnerships into measurable customer or patient growth.
- Willingness to travel throughout Florida and engage with District Managers and Store Teams
- Must have a valid driver’s license and reliable transportation
- 5+ years of experience in sales, business development, or customer acquisition, with event planning and field execution experience
- Proven track record of meeting or exceeding sales, acquisition, or growth targets, with demonstrated experience developing customer acquisition programs. Preferred experience with FL medical cannabis program.
- Strong relationship building, negotiation, and partnership development skills.
- Self-motivated and highly results-driven, comfortable working independently in the field against clear targets.
Education
- Bachelor's Degree or equivalent experience
Nothing in this job description restricts management’s right to assign or reassign duties and responsibilities to this job at any time.
AYR Wellness is an equal opportunity employer. We are committed to building a team that represents a variety of backgrounds, perspectives, and skills. We do not discriminate on the basis of race, color, religion, creed, national origin, ancestry, sex (including pregnancy, childbirth, or related medical conditions), sexual orientation, gender identity or expression, age, disability, genetic information, marital status, military or veteran status, or any other protected status in accordance with applicable federal, state, and local laws.