Please direct your responses to: aking@peets.com
Director of Digital Marketing and Loyalty
The Company
Peet's Coffee & Tea has entered an extremely exciting time of expansion and growth through new stores, new markets, in grocery, home delivery, digital platforms, and the evolution of our brand. While our enthusiastic customers have always been at the core of our mission, we also strive to welcome more people to the Peet's world of artisan coffee & tea.
We seek to offer the best coffees & teas in the world, without compromise. We believe that meticulous selectivity, artisan roasting, and our commitment to freshness make the difference you can taste. We still follow the traditional artisan practices that Alfred Peet introduced in Berkeley, CA in 1966. The Director of Digital Marketing and Loyalty is an incredible opportunity to join and help shape the voice of a strong passion brand.
OVERALL FUNCTION:
The Director of Digital Marketing and Loyalty reports to the Vice President of Brand & Creative Strategy, and will bring strategic vision to three critical areas:
• Digital marketing to support the Peet's brand and cross-channel partners
• Mobile marketing and customer engagement
• Multi-channel loyalty
Investment and growth in digital marketing is a cornerstone for Peet's as we deepen relationships with our passionate fans, launch new products, and expand our brand to new markets and customers. This senior-level role is a significant opportunity to develop impactful programs and strategies, build a team, and determine how to best express the authentic Peet's brand in a digital, mobile, and social media environment.
The Director of Digital Marketing and Loyalty is responsible for traffic-driving and brand-building efforts to fuel our growth, and for meeting objectives related to customer engagement, loyalty, new customer acquisition, brand awareness and brand perception.
ESSENTIAL RESPONSIBILITIES:
• Set strategy for and plan digital marketing programs including advertising campaigns, social media, search, email.
• Develop a comprehensive mobile strategy, with a focus on multi-channel loyalty.
• Establish multi channel loyalty programs to reward our most enthusiastic customers and drive frequency.
• Express the Peet's brand in a holistic, consistent manner across digital platforms and programs.
• Expand our mobile and social media communities.
• Leverage customer insights, and lead digital initiatives and campaigns which effectively meet customer needs and create great customer experiences.
• Evaluate the results of initiatives/programs, and report on KPI's.
• Embrace innovation and experimentation.
• Partner closely with Corporate Strategy and eCommerce teams, and with Channel leads.
• Evangelize the potential of digital marketing to internal stakeholders.
• Scope level of effort and cost for initiatives; analyze ROI.
• Monitor new digital/technology trends and maintain competitive awareness.
• Build and mentor a team.
• Manage and direct outside agencies and consultants.
QUALIFICATIONS:
• 10+ years of relevant digital marketing experience.
• eCommerce and mobile experience strongly preferred.
• Proven experience in the development of marketing strategies and initiatives.
• Results-oriented with a high level of initiative, resourcefulness, and leadership.
• Strong analytical skills and expert-level understanding of marketing and retail metrics.
• Executive-level presentation and communication skills.
• Excellent project management and organizational skills with a strong attention to detail.
• Proven ability to work under pressure, prioritize work for self and team, and meet multiple deadlines.
• Strong relationship-building, collaboration, and team management skills; able to partner, teach, and inspire.
• Bachelors degree required; MBA preferred.
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