Head Of Marketing, Americas

Our Blend

The Coffee Bean & Tea Leaf is one of the world’s largest independent and privately-owned specialty coffee and tea retailers. In 1963 we opened our very first store, and today we have over 1100 cafes in 21 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 and tea brand. We are united by our passion for connecting people through the daily rituals of coffee and 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, and the world around us. We offer the tools, the environment, and the support for you to make your unique contribution and grow as a person.

Passion is contagious, and 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 Global Brew Crew is seeking a Head of Marketing, Americas to lead the marketing function for our Americas markets and is responsible for building our brand, driving profitable sales and transactions, providing thought leadership on the business, and translating business objectives into marketing plans and strategies that support segment sales (One System Café Operations, Digital, Off Premise, and new channels like Catering over time).

You will be the custodian for the global brand standards and marketing best practices to guide all business segments across existing and new markets within the Americas region. You will head the Marketing team, owns the setup, facilitation, and execution of the Central Marketing Fund, and will provide coaching and support to the CPG, e-Commerce and Specialty Sales channel business teams. You will report directly to the President of Americas & India and is a key member of the Americas Executive Team.

Key Responsibilities

Leadership

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

Planning

• Lead the food innovation strategy in entirety and beverage innovation for market specific needs that are not met by the global innovation pipeline. Work with the market Supply Chain and Innovation group on this.
• Leads Marketing team in translating business objectives into strategic objectives for marketing team, oversees execution, and evaluates results.
• Identifies consumer research opportunities and leads or supports global team in research projects that help uncover consumer perceptions, behavior, and other insights that can be applied to the business.
• Identifies, hires, and manages external strategic partners, agencies, and vendors, as required, to develop and execute marketing activity and/or strategic initiatives.
• Leads development of adapting global brand strategy and guidelines for all aspects of the Americas business.
• Leads development of and adherence to marketing department budgets and operating expenses.
• Sets up and owns marketing metrics dashboard including ROAS, LTV, CAC, Social Media Engagement, etc.
• Owns all aspects of the US Centralized Marketing Fund in collaboration with Finance and Legal.
• Owns the creation of an integrated marketing calendar for Americas in collaboration with our Global CMO and Franchisees.
• Stays abreast of overall consumer trends, and industry and competitor activity to identify opportunities to build our business.
• Collaborates with Marketing team, Franchisees, and other internal departments (including but not restricted to Operations, Business Development/Franchising, Digital, Finance, eCommerce, and Specialty Sales) to develop overall marketing and promotional plans to support individual business segments.
• Is responsible for the creation and maintenance of the US business Menu and Pricing strategies and execution.

Executional Excellence

• Executes the consumer-facing messages against the business plans – including pricing and menu (food and beverage).
• Manages best-in-class digital and social media executions to support the plan, with a test and learn mindset.
• Closely monitors sales and margin results and adapts accordingly to meet company performance objectives.

Team Building and Development

• Is a member of the Global Marketing Leadership team.
• Provides marketing team members with coaching, feedback and developmental opportunities to build their skills and experience.
• Identifies and communicates key responsibilities and practices to ensure the marketing team promotes a successful attitude, confidence in leadership, and teamwork to achieve business results.
• Establishes hiring standards for marketing team members and makes staffing decisions.
• Challenges and inspires team members to achieve business results.
• Identifies appropriate marketing organization structure based on business strategy, needs, and opportunities.
• Conducts and ensures completion of performance evaluations.

Your Ingredients

Our Brew Crew is fueled by curiosity. We embrace new ideas and experiences in the pursuit of bettering ourselves, our organization, and the customers we serve.

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

Performance & Rewards Perks:

• Base Salary of $200k to $230K
• Discounts on our Coffee and Tea
• Vacation Pay
• Observed Holidays
• Benefits: Medical, Dental, Vision, 401K, Pet, Accident, Life, Long-Term & Short-Term Disability
• Sick Pay
• Target Bonus Opportunity of 30% of base salary

Our ‘FROTH’ VALUES

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

• RESPECT - We are inclusive and honour each other’s values, opinions and diversity.
• OWNERSHIP - We take ownership and accountability for our individual, team and business results, every day.
• HONESTY - We live up to the highest levels of integrity by being truthful and transparent with each other, the business and ourselves.
• FRIENDLINESS - We go above and beyond in everything we do. Friendliness and customer-centricity is embedded in our culture.
• TEAMWORK - As a team, we collaborate, innovate, and leverage our diverse strengths to grow the business.

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 and we value the impact of diversity on our culture and in our work.