10+ years in brand marketing, with 4+ years in a leadership role, ideally in food and beverage, retail, or consumer lifestyle.
Proven record of building or refreshing a consumer brand across multiple channels.
Experience developing integrated marketing strategies and communication calendars.
Strong creative instincts with the ability to provide constructive direction.
Demonstrated PR experience, including media relations and crisis management.
Analytical fluency with brand tracking and consumer insights.
Bachelor's degree in Marketing or a related field (MBA a plus).
Responsibilities
Create an integrated marketing strategy that connects various brand elements into one cohesive plan.
Lead end-to-end campaign planning from insights to post-campaign analysis.
Build and manage an integrated communication calendar for campaigns and promotions.
Supply brand standards and messaging to the digital marketing team.
Align communication with the 18-month Product Innovation Calendar and promotional plans.
Evolve the local brand platform in line with global strategy.
Identify cultural moments for authentic brand engagement.
Benefits
Medical, Dental, Vision, and 401K plans.
Discounts on Coffee and Tea products.
Observed Holidays and Vacation Pay.
Sick Pay.
Comprehensive EAP programs including Legal and ID Theft assistance.
Full Job Description
Position: Director, Marketing
Location: Los Angeles, CA
Brew Crew Opportunity
The Coffee Bean & Tea Leaf® has an opening for a Director, Marketing based in the Americas Support Center in Los Angeles. This role helps build CBTL's regional brand strategy, identity, and voice, as well as PR, partnerships, and culture moments, all within global brand guidelines. The Director also leads integrated marketing strategy and campaign planning, and owns the integrated communication calendar connecting campaign launches across all channels. Digital and social execution sit with the Digital marketing team, and this role supplies the brand standards and communication planning. This role oversees an 18-month marketing calendar grounded in consumer insights, trends, and culture moments. This individual will also play a key role in building and evolving the brand and enhancing brand equity across all touchpoints. This position has direct reports and reports to the VP, Head of Marketing.
Key Responsibilities
Integrated Marketing Strategy, Campaign & Communication Calendar
Create the integrated marketing strategy, connecting brand, campaign, social & email, PR, partnerships, culture moments, collateral, and in-store into one plan
Lead campaign planning end to end: insight, big idea, brief, development, rollout, and post-campaign learning
Build and own the integrated communication calendar sequencing campaigns, launches, seasonal promotions, PR, partnerships, and culture moments
Supply brand standards and campaign messaging to the digital team, which owns digital execution
Align the communication calendar with the 18-month Product Innovation Calendar, promotional calendar, and US and Global marketing plans
Keep the Product Innovation Calendar and communication calendar aligned so every launch has a campaign plan behind it
Brand Strategy, Positioning & Campaign Management
Evolve the local brand platform (positioning, personality, voice, visual identity) in line with global brand strategy
Turn consumer, market, and competitive insights into clear brand direction
Guard brand standards across channels, markets, website, and franchise locations
Partner with the Head of Marketing on an insight-driven marketing plan and promotional calendar that drives sales, traffic, and check through new products and system-wide and seasonal programs
Set creative vision for seasonal, product, and campaign work
Lead agency relationships and internal creative resources
Culture Moments
Identify trends, moments, and communities where CBTL can show up credibly and authentically
Support the Senior Manager of Calendar in connecting our product calendar to seasonal moments, local events, and emerging trends to campaign planning
Develop real-time and planned activations rooted in Southern California culture: food, education, music, fashion, and art
Partner with PR and partnerships to turn culture moments into earned media
Public Relations & Communications
Support PR strategy, including earned media, press announcements, and product and campaign launches
Manage PR agencies and external communications partners
Keep PR messaging aligned with brand voice, global messaging, and campaign priorities, and built into the communication calendar
Brand Partnerships & Collaborations
Lead partnership strategy: co-branded products, retail collaborations, community and local-brand activations, and sponsorships
Identify, evaluate, and negotiate partnerships that fit the brand and reach new audiences, including Gen Z
Plan partnerships as part of integrated campaigns, timed and amplified alongside product, PR, and in-store efforts
Measurement & Leadership
Establish and regularly report brand health, PR, and campaign metrics: awareness, consideration, sentiment, voice of guest, earned media reach, partnership ROI, culture moment impact, integrated campaign performance, and franchisee compliance and satisfaction
Lead, mentor, and develop direct reports, setting clear priorities and building a high-performing team
Your Ingredients
10+ years in brand marketing, with 4+ years in a leadership role, ideally in food and beverage, retail, or consumer lifestyle
A passion for coffee, tea, and café culture
Proven record of building or refreshing a consumer brand across multiple channels
Proven experience developing integrated marketing strategies and campaign plans, and building communication calendars that align brand, PR, partnerships, product, and in-store execution
Strong creative instincts and the ability to give sharp, constructive direction
Experience working with franchisees or other independent operators, with the diplomacy to drive brand consistency through influence rather than authority
Experience with brand partnerships, collaborations, or experiential marketing
Demonstrated PR experience, including media relations, launch communications, and crisis management
Analytical fluency with brand tracking, consumer insights, trend analysis & market data
Experience managing multi-location or regional brand execution
Bachelor's degree in Marketing or a related field (MBA a plus)
A passionate leader with the ability to inspire and collaborate
Excellent organization and problem-solving skills
Ability to effectively manage multiple priorities in a rapidly changing environment
Performance & Rewards
At The Coffee Bean & Tea Leaf, we embrace a high-performance culture that rewards and encourages our values of teamwork, ownership, and respect for one another.
Benefits: Medical, Dental, Vision, 401K, Pet, Accident, Life, Long-Term & Short-Term Disability, Critical Illness, Hospital Indemnity, EAP programs including Legal, ID Theft, and more
Discounts on our Coffee and Tea
Pay Range: $130,000-$170,000 annually with eligibility for 20% bonus
Observed Holidays
Vacation Pay
Sick Pay
This is a hybrid position: Monday-Wednesday in our Downtown Los Angeles office and Thursday and Friday remote.
