Sr. Director, Brand Marketing

We are looking for a Senior Director of Brand Marketing who will help us evolve our company from being trade-driven to brand-driven and evolve the Peet's brand from a beloved regional brand to an iconic national brand. We have built a solid brand foundation that cannot be bought- a superior product, a compelling and authentic heritage, and a passionate cult-like following. Now we are on a journey to scale our storytelling, elevate our brand experience, and young up the brand.

The person in this role will be responsible for delivering an elevated and unified brand experience across all channels, including CPG, Owned Retail, Away from Home, and Peets.com. They will be responsible for developing un-ignorable and fully integrated brand campaigns with our creative agency partner, Mischief. They will be a key leader on the channel leadership teams, leveraging consumer insight to influence assortment, merchandising, pricing, and distribution decisions and ultimately to drive demand. They will develop scalable and efficient demand generation plans that fully leverage our unique omnichannel model. The role will be accountable for commercializing new items developed by the Product Marketing team. And lastly, they will be accountable for brand marketing as an integrated and measurable part of the demand forecast.

Ultimately, this role is responsible for delivering our brand proposition to the consumer in innovative and breakthrough ways to drive brand familiarity, choice, and profitable growth. It will be critical that they create a growth mindset and team culture with channel partners where everyone is valued, learning, and contributing to achieve a shared vision.

This role reports to the SVP Brand. Reporting to this position are the CPG marketing, Retail marketing, and Away from Home marketing teams. This role partners heavily with Customer Planning, DTC/Digital, Product Marketing, Brand Studio, Communications & Content teams, and our creative agency partner, Mischief.

The ideal candidate lives in the San Francisco Bay Area.

ESSENTIAL RESPONSIBILITIES:

• Elevate our brand experience on owned platforms (retail cafes, website, app, packaging).

• Harness the power of our world class creative agency to create and effectively launch breakthrough brand campaigns.

• Maximize impact and profitability in owned channels by creating spaces for education and inspiration, as well as trial and loyalty. Develop traffic-driving programs that can efficiently bring new people to the brand and scale over time.

• Generate omnichannel demand for the brand with a cohesive, scalable, and efficient brand-building strategy and plan. Working with Communications and Brand Studio as well as external agency partners, develop and execute national brand-familiarity driving campaigns, including digital, social, CRM, and brand activations.

• Create a growth mindset and one team culture with channel partners where everyone is contributing to a shared vision.

• Leverage insight into the consumer journey to influence MAPS and deliver the desired consumer experience in-channel. Oversee the development and execution of strategic national account marketing programs to support business growth objectives.

• Maximize the impact and sustaining power of new product launches and create a long-term assortment vision that is in-line with our unique target consumer and brand positioning.

• Measure, track, and optimize funnel migration rates, ROAS, and CLV

Qualifications:

• 10+ years of premium brand management experience, with expertise in digital, retail, and CPG channel marketing

• Experience with QSR and Food/Beverage

• Strategic brand-first thinker who holds a very high bar for quality

• Deep understanding of channel dynamics and can bring the brand to life consistently across channels

• Experienced in building a team (PT/virtual and/or in-house) as necessary to execute the plan.

• Collaborative in nature, both within the department and beyond.

• Creative problem solver with a strong bias for action and learning

• Incredible organization, communication, prioritization, and decision-making skills.

• Shares accountability for business results.

• Passion for Peet's purpose.

Peet's Home Office is a Hybrid worksite, which requires any Home Office employees to work onsite (Emeryville, CA) 3 days per week with the exception of any fully-remote role.

At Peet's we hire the best people and are committed to supporting our employees and rewarding them for their work. The target annual base salary range for this position is $225,000-$235,000. The actual base salary offered depends on a variety of factors, which may include, as applicable, the applicant's qualifications for the position; years of relevant experience; specific and unique skills; level of education attained; certifications or other professional licenses held; other legitimate, non-discriminatory business factors specific to the position; and the geographic location in which the applicant lives and/or from which they will perform the job. Peet's offers a generous benefits package to full-time employees, which includes comprehensive health, dental and vision plans; a superior 401(k) plan, various paid time off programs; employee discount/perks; life insurance; disability insurance; flexible spending accounts; and an employee referral bonus program