Marketing Director

Since opening our first store in 1963, The Coffee Bean & Tea Leaf® has grown into a global specialty coffee and tea brand with more than 1,000 cafés worldwide, supported by our Global Headquarters in Singapore.

Our purpose is to help people Find Their Flavor through uplifting experiences that make their day better. Guided by our vision to deliver "Simply the Best" coffee and tea experience in every community we serve, we're committed to creating meaningful experiences for our guests, partners, and one another.

As part of our Brew Crew, you’ll find an environment where you can be your best, belong and grow.

This is where you Find Your Flavor.

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

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 marketingDemonstrated 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

#J-18808-Ljbffr