• Sr Manager Digital Marketing

    Job Locations US-CA-Emeryville
    Requisition ID
    2018-4290
    Job Industry
    Marketing
  • Overview

    About Peet’s:

    Peet’s is the original craft coffee company.  Founded in 1966 by Dutch immigrant Alfred Peet, the company remains true to its roots in the Pursuit of Better Coffee.  Sourcing only the best, highest quality beans, carefully roasting in small batches, packaging and delivering direct to more than 15,000 stores and partners to ensure freshness, and perfecting the craft of drink making in our 250+ coffeebars, we continuously build on our deep expertise and heritage to deliver great coffee. Now, in the midst of an exciting period of growth, Peet’s is focused on sharing our passion – in offices, on campus, in grocery or specialty stores - anywhere coffee lovers live work or play.  We are opening more coffeebars, launching exciting new products and building stronger customer connections to welcome even more people to our world of artisan coffee and tea. Most recently Peet’s has entered the exploding Ready to Drink category and established a new beverage division called Coldcraft that develops, launches and distributes across multiple crafted, fresh and premium beverage brands.   

     

    Company Culture:

    We are a passionate bunch. Coffee isn’t just our morning cup.  It’s the whole reason we get out of bed.  We scour the globe for it. Obsess over it. Blend, roast and brew it by hand and heart - over and over and over again until we get it just right. We never compromise when it comes to great coffee.

     

    We have strong core values.  A community of Peetniks, we take care of people.  It’s who we are and what we do.  Committed to the success and wellbeing of everyone we work with, from our coffee farmers around the world and the communities they live in, to our employees, customers and communities right here at home.  Passionate, authentic, we take our responsibilities to each other seriously and deliver on our commitments. We are on this journey together, learning and growing – a craft worth perfecting, a path that matters.

     

    Responsibilities

    Work in tandem with business/channel owners to meet business/channel goals with digital & social media programs:

    • Responsible for strategic planning and implementation of Peet’s social/digital marketing across all channels/business units: Retail, CPG, Coldcraft, Wholesale, Home Delivery
    • Coordinate overall calendar of digital, social, SEO/SEM programs for all business units to ensure targets and timing are collaborative not competitive.
    • Identify and manage media agency that can support Peet’s digital, social, SEO/SEM needs
      • Responsible for managing media agency to develop digital advertising strategy and buy media for key business units
    • Work with business owners and creative partners (internal or external) to ensure optimal execution of digital campaigns
      • Develop tools for rapid testing & learning and media optimization
      • Develop and analyze benchmarks to measure campaign results
    • Develop and implement the Peet’s Social Media & Influencer strategy to support business objectives, including:
      • Define and achieve aggressive social follower growth targets, leveraging strategies for acquisition, advocacy, engagement, and retention
      • Build and execute a holistic, year-round content strategy & calendar to support multiple business channels, initiatives, and brand storytelling through social & influencer marketing.
      • Create original content for all Peet’s social platforms (Instagram posts, Instagram stories, tweets, etc.) that is highly shareable, engaging and supports brand and business objectives
        • Partner with Creative Services and/or external agency to build out and execute a visually compelling, differentiated creative strategy and brand tone for social on owned channels.
      • Identify & manage influencer agency partner to source key influencers and opinion leaders (paid & unpaid) to promote the Peet’s key initiatives and execute programs
      • Apply targeted marketing, analytics & measurement to optimize social and influencer results for high business impact
        • Track and report paid, owned, and earned social media content performance across all brand social activities.
        • Develop and analyze benchmarks to measure campaign results
        • Identify and implement the right tools needed for social listening and analytics
        • Work with agencies and directly on social platforms to build more advanced customer segmentation, targeting, and retargeting capabilities to improve social media efficiency and effectiveness
    • Collaborate and coordinate with Website, E-mail and e-commerce team to maximize impact of digital and social initiatives/programs
    • Build out a social & digital innovation roadmap, determining the role of new platforms, technologies, capabilities, and vendor partners
    • Monitor social space for conversations, activities and trends of competitors/like-minded brands.
    • Manage Social & Influencer Marketing Specialist in execution of social & influencer programs
    • Manage Digital Marketing operations budget

    Qualifications

    • 8-10 years of experience in digital marketing: leading marketing initiatives, collaborating with agency partners and cross-functional teams.
    • As well as experience in food or beverage marketing in CPG or Retail environment. Some classic CPG experience strongly preferred.
    • Passion for problem-solving and producing data-driven results, along with an innate understanding of how to manage and evolve a highly visible consumer brand through marketing
    • Extensive knowledge of digital and social media marketing programs and optimizing based on copy, creative, and placement
    • Must have proven ability to drive results with a high degree of personal initiative and leadership in a fast-paced, dynamic environment with limited resources.
    • Earns credibility and commands the attention of others by effectively communicating verbally and in writing; strong presentation skills.
    • Strong ability to coach and manage employees, particularly to enhance digital marketing and brand management knowledge.
    • MBA strongly preferred.

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