Digital Marketing Director - Peet's Coffee & Tea

Peet’s Coffee is a celebrated coffee brand with a large and growing business built on a solid brand foundation that cannot be bought – a superior product, a compelling and authentic heritage, and a passionate cult-like following
 We operate a network of coffeebars and licensed partner locations, a dynamic direct-to-consumer (DTC) eCommerce platform on Peets.com, and a thriving consumer packaged goods (CPG) business
Our mission is to connect coffee enthusiasts with the highest quality products and unparalleled service
We’re seeking a strategic and innovative Digital Marketing Director to join our team and enhance our customer relationship management across all channels.As the Digital Marketing Director, you will be instrumental in crafting and executing CRM strategies that drive customer engagement, retention, and revenue growth across our channels
This role encompasses leadership of our loyalty program, digital content, email marketing initiatives, and Retailer eCommerce, ensuring a cohesive and personalized customer experience across our cafes, eCommerce platform, and CPG business
We’re looking for a data-driven leader with a deep understanding of CRM systems, customer segmentation, and multi-channel marketing.This role reports to the Sr Director, Digital & DTC
Reporting to this position is the Sr Email Marketing Specialist, Digital Associate Marketing Manager, and Loyalty Associate Marketing Manager (currently open)
This role partners heavily with IT, Brand Marketing, Channel Marketing (Retail, DTC, CPG), Operations, CX, and Finance, as well as an external loyalty agency.ESSENTIAL RESPONSIBILITIES:CRM Strategy Development: Develop and implement a comprehensive CRM strategy that aligns with our business objectives and enhances customer loyalty and retention across cafes, eCommerce, and CPG channels.Loyalty Program Leadership: Oversee and continuously improve our loyalty program, including strategy, design, implementation, and performance monitoring
Drive initiatives to enhance program effectiveness, increase engagement, and foster customer loyalty.Email Marketing Management: Lead the strategy and development of our digital campaigns, including email marketing, SMS, and other digital channels
Create segmented and personalized communications that drive engagement, conversions, and customer retention, monitoring campaign performance and adjusting as needed to achieve KPIs.Develop & execute comprehensive strategies to drive eCommerce growth for retailer partnerships (Instacart, Retailer.coms) leveraging data analytics, search & browse, and media campaigns to enhance online visibility and increase sales.Digital content: Oversee the strategy and management of digital content across our website, email campaigns, retargeting media, and other platforms.Data Management & Analysis: Utilize CRM tools and data analytics to segment customers, track behavior, and identify trends
Leverage insights to drive targeted marketing campaigns and improve customer engagement.Customer Journey Optimization: Map and optimize customer journeys across all touchpoints, ensuring a consistent and personalized experience
Collaborate with cross-functional teams to integrate CRM initiatives into broader marketing and sales strategies.Cross-Functional Collaboration: Work closely with the marketing, sales, and eCommerce teams to ensure CRM strategies are aligned with broader business goals and integrated across all customer-facing platforms.Reporting & Metrics: Develop and present regular reports on CRM performance, including key metrics, campaign results, and customer insights
Use data to inform strategic decisions and demonstrate the impact of CRM initiatives.QUALIFICATIONS:5+ years of experience in CRM management, with a proven track record in leading loyalty programs and email marketing strategies
Experience within the retail or consumer goods sector, and familiarity with cafes a plus.Experience with CPG ecommerceStrong understanding of CRM systems, customer segmentation, and multi-channel marketing.Proven ability to develop and execute successful CRM and loyalty strategies, including email marketing campaigns.Proficiency in CRM software and tools and familiarity with data analysis and reporting tools
Experience with, Paytronix, mParticle, and/or Iterable a plus.Excellent communication and interpersonal skills, with the ability to collaborate effectively with cross-functional teams.Strong project management skills with the ability to handle multiple priorities and deadlines.Creative problem-solving skills and a proactive approach to identifying and addressing customer needs. Peet’s Home Office is a Hybrid worksite, which requires Home Office employees to work onsite 3 days per week.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  $180,000 - 220,000
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.SummaryLocation: Emeryville, CaliforniaType: Full time