Director of Marketing

Position: Director, Marketing

Location: Los Angeles, CA

Our Blend

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.

Brew Crew Opportunity

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

• Your Ingredients

• 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 marketing

• Demonstrated 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 Pay
• Sick Pay

This is a hybrid position: Monday-Wednesday in our Downtown Los Angeles office and Thursday and Friday remote.

Our 'FROTH' VALUES

We believe in the fundamental truths that guide us through our daily lives:

• FRIENDLINESS - We go above and beyond in everything we do. Friendliness and customer-centricity is embedded in our culture.
• RESPECT - We are inclusive and honour each other's values, opinions and diversity.
• OWNERSHIP - We take ownership and accountability for our individual, team and business results, every day.
• TEAMWORK - As a team, we collaborate, innovate, and leverage our diverse strengths to grow the business.
• HONESTY - We live up to the highest levels of integrity by being truthful and transparent with each other, the business and ourselves.

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

International Coffee & Tea, LLC dba The Coffee Bean & Tea Leaf is fully committed to Equal Employment Opportunity and to attracting, retaining, developing, and promoting the most qualified 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 by state or federal law. The Coffee Bean &Tea Leaf expressly prohibits any form of employee harassment or discrimination any such protected status.

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