VP Marketing

Position: Head of Marketing, Americas

Location: Los Angeles, CA

Our Blend

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!

Brew Crew Opportunity

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 the neighborhoods we serve. We welcome all to apply to our Brew Crew & we value the impact of diversity on our culture & in our work.

International Coffee & Tea, LLC dba The Coffee Bean & Tea Leaf® is fully committed to Equal Employment Opportunity & to attracting, retaining, developing, & promoting the most qualified employees without regard to their race, sex, gender, color, religion, sexual orientation, national origin, age, physical or mental disability, citizenship status, veteran status, genetics, or any other status protected by state or federal law. The Coffee Bean &Tea Leaf® expressly prohibits any form of employee harassment or discrimination on the basis of any such protected status.

The Coffee Bean & Tea Leaf® provides equal employment opportunities (EEO) to all employees & applicants for employment without regard to race, sex, color, religion, gender, sexual orientation, national origin, age, disability, marital status, amnesty, or status as a covered veteran in accordance with applicable federal, state, & local laws. This policy was intended to comply, & The Coffee Bean & Tea Leaf® so complies, with applicable state & local laws governing non-discrimination in employment in every location in which the Company has facilities. This policy applies to all terms & conditions of employment, including, but not limited to, hiring, placement, promotion, termination, layoff, recall, transfers, leaves of absence, compensation, & training. We are dedicated to providing a work environment free from discrimination & harassment, & where employees are treated with respect & dignity.