Director of Brand

The Coffee Bean & Tea Leaf; Los Angeles (CA); Hybrid; USD 130,000 - 170,000; Full time

Benefits offered by this job

Medical insurance

Dental insurance

Vision insurance

401K

Coffee & tea discounts

Job summary

The Coffee Bean & Tea Leaf is seeking a Director of Marketing in Los Angeles to lead the integrated marketing strategy and calendar across brand, campaign, social, PR, partnerships, and culture moments. You will own end-to-end campaigns, align product and promotions with global plans, and guide creative execution to drive sales and guest engagement.

The ideal candidate has 10+ years in brand marketing with leadership experience, a passion for coffee and tea, and a track record of building

Qualifications

• 10+ years in brand marketing, with 4+ years in a leadership role, ideally in food & beverage or consumer lifestyle.
• 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 campaigns with calendar alignment across channels.
• Strong creative instincts and ability to give sharp, constructive direction.
• Experience working with franchisees or independent operators to maintain brand consistency.
• Experience with brand partnerships, collaborations, or experiential marketing.
• Demonstrated PR experience, including media relations and launches.
• Analytical fluency with brand tracking, consumer insights, and market data.
• Experience managing multi-location or regional brand execution.
• Bachelor’s degree in Marketing (MBA a plus).

Responsibilities

• Develop and lead integrated marketing strategy across brand, campaign, social & email, PR, partnerships, and culture moments.
• Plan end-to-end campaigns from insight to post-campaign learning.
• Manage brand calendar alignment with product, promotions, and global plans.
• Guide creative direction and lead agency and internal creative resources.
• Partner with leadership to drive sales, traffic, and guest engagement.
• Align calendar with seasonal programs and franchise needs.
• Mentor and develop direct reports to build a high-performing team.
• Identify trends and moments to activate campaigns in local markets.

Skills

Brand marketing

Leadership

Consumer brand

Integrated marketing

Campaign planning

Partnerships

Public relations

Analytics

Multi-location execution

Creative direction

Education

Bachelor’s degree in Marketing

Job description

Position: Director, Marketing

Location: Los Angeles, CA

OurBlend

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

Our purpose is to help people Find Their Flavorthrough uplifting experiences that make their day better. Guided by our visionto deliver "Simply the Best" coffee and tea experience in everycommunity 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 anenvironment where you can be your best, belong and grow.

This is where you Find Your Flavor.

KeyResponsibilities

IntegratedMarketing Strategy, Campaign & Communication Calendar

• Create theintegrated marketing strategy, connecting brand, campaign, social &email, PR, partnerships, culture moments, collateral, and in-store intoone plan
• Lead campaignplanning end to end: insight, big idea, brief, development, rollout, andpost-campaign learning
• Build and ownthe integrated communication calendar sequencing campaigns, launches,seasonal promotions, PR, partnerships, and culture moments
• Supply brandstandards and campaign messaging to the digital team, which owns digitalexecution
• Align thecommunication calendar with the 18-month Product Innovation Calendar,promotional calendar, and US and Global marketing plans
• Keep the ProductInnovation Calendar and communication calendar aligned so every launch hasa campaign plan behind it

BrandStrategy, Positioning & Campaign Management

• Evolve the localbrand platform (positioning, personality, voice, visual identity) in linewith global brand strategy
• Turn consumer,market, and competitive insights into clear brand direction
• Guard brandstandards across channels, markets, website, and franchise locations
• Partner with theHead of Marketing on an insight-driven marketing plan and promotionalcalendar that drives sales, traffic, and check through new products andsystem-wide and seasonal programs
• Set creativevision for seasonal, product, and campaign work
• Lead agencyrelationships and internal creative resources

CultureMoments

• Identify trends,moments, and communities where CBTL can show up credibly and authentically
• Support theSenior Manager of Calendar in connecting our product calendar to seasonalmoments, local events, and emerging trends to campaign planning
• Developreal-time and planned activations rooted in Southern California culture:food, education, music, fashion, and art
• Partner with PRand partnerships to turn culture moments into earned media

PublicRelations & Communications

• Support PRstrategy, including earned media, press announcements, and product andcampaign launches
• Manage PRagencies and external communications partners
• Keep PRmessaging aligned with brand voice, global messaging, and campaignpriorities, and built into the communication calendar

BrandPartnerships & Collaborations

• Lead partnershipstrategy: co-branded products, retail collaborations, community andlocal-brand activations, and sponsorships
• Identify,evaluate, and negotiate partnerships that fit the brand and reach newaudiences, including Gen Z
• Planpartnerships as part of integrated campaigns, timed and amplifiedalongside product, PR, and in-store efforts

Measurement& Leadership

• Establish andregularly report brand health, PR, and campaign metrics: awareness,consideration, sentiment, voice of guest, earned media reach, partnershipROI, culture moment impact, integrated campaign performance, andfranchisee 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 foodand beverage, retail, or consumer lifestyle
• A passion for coffee, tea, and café culture
• Provenrecord of building or refreshing a consumer brand across multiple channels
• Provenexperience developing integrated marketing strategies and campaign plans, andbuilding communication calendars that align brand, PR, partnerships, product,and in-store execution
• Strongcreative instincts and the ability to give sharp, constructive direction
• Experienceworking with franchisees or other independent operators, with the diplomacy todrive brand consistency through influence rather than authority
• Experiencewith brand partnerships, collaborations, or experiential marketing
• DemonstratedPR experience, including media relations, launch communications, and crisismanagement
• Analyticalfluency with brand tracking, consumer insights, trend analysis & marketdata
• Experiencemanaging multi-location or regional brand execution
• Bachelor’sdegree in Marketing or a related field (MBA a plus)
• A passionate leader with the ability to inspire and collaborate
• Excellentorganization and problem-solving skills
• Abilityto 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-TermDisability, Critical Illness, Hospital Indemnity, EAP programs including Legal,ID Theft, and more
• Discountson our Coffee and Tea
• PayRange: $130,000-$170,000 annually with eligibility for 20% bonus
• ObservedHolidays
• VacationPay
• Sick Pay

Our 'FROTH' VALUES

We believe in thefundamentaltruthsthat guide us through our daily lives:

• · FRIENDLINESS- We go above and beyond in everything we do. Friendliness andcustomer-centricity is embedded in our culture.
• · RESPECT - Weare inclusive and honour each other’s values, opinions and diversity.
• · OWNERSHIP - Wetake ownership and accountability for our individual, team and businessresults, every day.
• · TEAMWORK - As ateam, we collaborate, innovate, and leverage our diverse strengths to grow thebusiness.
• · HONESTY - Welive up to the highest levels of integrity by being truthful and transparentwith each other, the business and ourselves.

At The Coffee Bean & Tea Leaf, we are a globalcompany committed to representing the neighborhoods we serve. We welcome all toapply to our Brew Crew and we value the impact of diversity on our culture andin our work.

International Coffee & Tea, LLCdba The Coffee Bean & Tea Leaf® is fully committed to Equal EmploymentOpportunity and to attracting, retaining, developing, and promoting the mostqualified employees without regard to their race, sex, gender, color, religion,sexual orientation, national origin, age, physical or mental disability,citizenship status, veteran status, genetics, or any other status protected bystate or federal law. The Coffee Bean &Tea Leaf® expressly prohibits anyform of employee harassment or discrimination any such protected status.

The Coffee Bean & Tea Leaf®provides equal employment opportunities (EEO) to all employees and applicantsfor employment without regard to race, sex, color, religion, gender, sexualorientation, national origin, age, disability, marital status, amnesty, orstatus as a covered veteran in accordance with applicable federal, state, andlocal laws. This policy was intended to comply, and The Coffee Bean & TeaLeaf withapplicable state and local laws governing non-discrimination in employment inevery location in which the Company has facilities. This policy applies to allterms and conditions of employment, including, but not limited to, hiring,placement, promotion, termination, layoff, recall, transfers, leaves ofabsence, compensation, and training. We a work environment free from discrimination and harassment,and where employees are treated with respect and dignity.

This is a hybridposition: Monday-Wednesday in our Downtown Los Angeles office and Thursday andFriday remote.

We use eVerify to confirm U.S. Employment eligibility.