Head Of Marketing, Americas

Head Of Marketing, Americas

The Coffee Bean & Tea Leaf is one of the world's largest independent & privately-owned specialty coffee & tea retailers. In 1963 we opened our very first store, & today we have over 1200 cafes in 24 countries, as well as our new Global Headquarters in Singapore.

The Coffee Bean & Tea Leaf is on an inspiring journey to become the world's coffee & tea brand. We are united by our passion for connecting people through the daily rituals of coffee & tea—viewing every cup as an opportunity to impact someone's day.

Our Brew Crew is a diverse team of hard-working optimists with a passion for learning about our craft, the people we serve, & the world around us. We offer the tools, the environment, & the support for you to make your unique contribution & grow as a person.

Passion is contagious, & we've got a serious case of it. If you are just as passionate as we are, come join our Brew Crew!

Our Brew Crew is seeking a VP Head Of Marketing, Americas to lead the marketing function for our Americas markets & is responsible for building our brand, driving profitable sales & transactions, providing thought leadership on the business, & translating business objectives into marketing plans & strategies that support segment sales (Franchise & Company-Owned Café Operations, Digital, & new/evolving channels such as Catering). The Head of Marketing, Americas will also play a key role in our global brand evolution by working closely with Global Marketing & cross-functional teams to ensure consistency of messaging & brand relevance across markets.

You will be the custodian of global brand standards & marketing best practices to guide all business segments across existing & new markets within the Americas region. You will head the Marketing team & own setup, facilitation, & execution of the Central Marketing Fund. You will report directly to the President of Americas & will be a key member of the Americas Executive Team.

Key Responsibilities

Leadership

• Partners with Executive Team to develop annual & long-term business plans, strategic objectives, & initiatives
• Establishes objectives for the Marketing team, developing organizational capability & models how we work together
• Provides subject matter expertise, including branding best practices & consumer insights to help inform & guide decision making & activity
• Inspires, supports, engages, & partners with our franchisees & their teams to build the brand, drive profitable sales, & ensure compliance with brand standards & programs
• Drives best practice Performance Marketing strategies & execution
• Leads the team to best-in-class Loyalty & supporting CRM programs
• Collaborates across global & regional teams to ensure alignment & consistency in brand execution & marketing strategy as we scale & evolve as a global franchisor

Planning

• Leads Marketing team in translating business objectives into strategic objectives for the team; oversees execution & evaluates results
• Owns the creation of an integrated marketing calendar for Americas in collaboration with our Global Head of Marketing
• Collaborates with Marketing team, Franchisees, & other internal departments (including but not restricted to Operations, Business Development/Franchising, Digital, Finance, eCommerce, & Specialty Sales) to develop overall marketing & promotional plans to support individual business segments
• Leads adaptation of global brand strategy & guidelines for the Americas, ensuring relevance while supporting broader global brand transformation
• Responsible for all aspects of the U.S. Centralized Marketing Fund in collaboration with Finance & Legal teams
• Leads development of & adherence to marketing department budgets & operating expenses
• Identifies, hires, & manages external strategic partners, agencies, & vendors as required to develop & execute marketing activity &/or strategic initiatives
• Identifies consumer research opportunities & leads or supports global team in research projects that help uncover consumer perceptions, behavior, & other insights that can be applied to the business
• Stays abreast of overall consumer trends, & industry & competitor activity to identify opportunities to build our business
• Sets up & owns marketing metrics dashboard including ROAS, LTV, CAC, Social Media Engagement, etc.
• Leads the food innovation strategy in entirety & beverage innovation for market specific needs that are not met by the global innovation pipeline. Collaborate with market Supply Chain & Product Innovation teams to ensure smooth execution.
• Responsible for the creation & maintenance of the U.S. business menu, retail product assortment & channel strategy, & pricing strategies & execution

Executional Excellence

• Uses loyalty & CRM-led strategies, leveraging data to drive customer lifetime value & strengthen long-term brand engagement
• Closely monitors sales & margin results & adapts accordingly to meet company performance objectives
• Manages best-in-class digital & social media executions to support the plan, with a test & learn mindset
• Executes consumer-facing messages against business plans – including pricing & Food & Beverage menu initiatives

Team Building & Development

• Identifies appropriate marketing organization structure based on business strategy, needs, & opportunities
• Identifies & communicates key responsibilities & practices to ensure the marketing team promotes a successful attitude, confidence in leadership, & teamwork
• Provides marketing team members with continuous coaching, feedback, & developmental opportunities to build their skills & experience
• Challenges & inspires team members
• Is a member of the Global Marketing Council

Your Ingredients

• 15+ years of increasingly senior marketing experience in multi-unit retail, restaurant, food & beverage, or related consumer packaged goods business
• Multi-unit café/restaurant experience, particularly in a franchise environment, is highly desirable
• A self-starter with demonstrated bias for action
• Obsessed with building sales & brand awareness
• Experience with international businesses in a matrixed organization
• Strong digital marketing experience is essential, plus a breadth of experience across broad range of marketing activity required including in-store, out of store & online retail marketing; promotions; public relations; social media; advertising; CRM/loyalty; events
• Proven track record of building strong business results
• Strong marketing strategist with ability to translate ideas to successful implementation plans
• Proven leadership ability in a fast paced, entrepreneurial environment, willing to roll up sleeves to get the job done
• Strong executive presence & excellent presentation skills
• Well-developed critical thinking & analytic skills
• Strong creative instincts & aesthetic sense
• Ability to build, develop, & inspire a skilled marketing team
• Ability to manage vendor relationships & performance
• Bachelor's degree required. Master's degree preferred

Perks:

• Benefits: Medical, Dental, Vision, 401K, Pet, Accident, Life, Long-Term & Short-Term Disability, Critical Illness, Hospital Indemnity, EAP programs including Legal, ID Theft, & more
• Discounts on our Coffee & Tea
• Gym Discounts
• Mobile phone plan benefits
• Pay Range: $200,000- $250,000 annually, with 30% bonus eligibility
• Observed Holidays
• Vacation Pay
• Sick Pay

This is a hybrid position: Mon-Wed in our Los Angeles office & Thurs/Fri remote.

Our 'FROTH' VALUES

We believe in the fundamental truths that guide us through our daily lives:

• Friendliness - We go above & beyond in everything we do. Friendliness & customer-centricity is embedded in our culture.
• Respect - We are inclusive & honor each other's values, opinions & diversity.
• Ownership - We take ownership & accountability for our individual, team & business results, every day.
• Teamwork - As a team, we collaborate, innovate, & leverage our diverse strengths to grow the business.
• Honesty - We live up to the highest levels of integrity by being truthful & transparent with each other, the business & ourselves.

At The Coffee Bean & Tea Leaf, we are a global company committed to representing