The Challenge
Peet's Coffee is an iconic American premium coffee brand looking for a marketing visionary to report directly to the President. You'll own the entire marketing strategy across retail cafes, grocery, digital, and DTC—driving brand elevation and demand across a legacy brand in a competitive category.
Your Mission
Audit current marketing strategy, identify gaps in omnichannel execution, and present a 90-day roadmap to executive leadership
Establish key performance baselines across brand awareness, digital engagement, retail traffic, and DTC conversion
Build immediate rapport with cross-functional leaders (sales, product, ops) and align on Q1 marketing priorities and budget allocation
Launch one high-impact brand activation or campaign to signal strategic shift and energize internal stakeholders
Execute 2-3 major product launches or seasonal campaigns with measurable uplift in brand awareness and conversion metrics
Develop and implement a loyalty program that increases customer lifetime value (LTV) by 15%+
Scale omnichannel demand generation across grocery and digital channels, targeting 20%+ growth in addressable segments
Establish a quarterly business review cadence with KPI dashboards driving data-informed optimization and ROI accountability
KPIs You'll Own
Brand Awareness
Lift in unaided/aided recall and top-of-mind metrics tracked via quarterly brand health studies
Omnichannel Demand
Blended revenue lift across retail cafes, grocery, digital, and DTC channels tied to marketing campaigns
Customer Lifetime Value (LTV)
Average revenue per customer over their lifetime, tracked by cohort and optimized through loyalty programs
Marketing ROI
Return on marketing spend across all channels, measured monthly with attribution modeling
Digital Engagement
Social reach, engagement rate, and user-generated content volume; email open/click rates; website traffic and conversion
Tools & Stack
Your Team
Your Manager
President of Peet's Coffee
Current Team
Full marketing team composition not specified; likely includes brand managers, digital/social leads, campaign managers, and analytics support
Likely need to assess and strengthen team capabilities in digital, loyalty, and data analytics
The Package
Salary
$280K-$380K base
Variable
Annual bonus (likely 30-50% of base tied to marketing KPIs and revenue targets)
Equity
Possible equity if Peet's (owned by JAB Holding) offers executive stock options
Remote
Hybrid: 4 days on-site in Emeryville, CA; 1 day flexible
Benefits & Perks
Company Intelligence
Peet's Coffee is a premium specialty coffee brand founded in 1966 and now a key asset in JAB Holding's global coffee portfolio. With a presence across retail cafes, grocery distribution, and growing DTC channels, Peet's competes in the high-end coffee segment against Starbucks, Blue Bottle, and other specialty roasters.
Founded
1966
Funding
Privately held by JAB Holding Company
Customers
Premium coffee enthusiasts; retail café customers; grocery/CPG buyers; DTC consumers
Culture
Heritage brand with emphasis on quality, innovation, community engagement, and creative culture
Is This Role For You?
- You've led marketing at a CPG brand or premium consumer business with omnichannel (retail + digital + DTC) complexity
- You're data-driven but creatively ambitious—able to build brand narratives AND optimize conversion funnels
- You thrive as a strategic executive; you're comfortable reporting to a President and influencing C-suite decisions
- You've managed eight-figure marketing budgets and built/scaled high-performing teams in fast-moving environments
- You're energized by iconic, legacy brands and see the opportunity to modernize them without losing soul
- You need remote flexibility or aren't based near the Bay Area; this is hybrid with 4 days on-site minimum
- You're uncomfortable with complex stakeholder management across sales, product, operations, and multiple brand portfolios
- You lack CPG/omnichannel experience or have only worked in pure-play digital/DTC environments
- You prioritize personal execution over team building and scaling; this role is 80% leadership, 20% hands-on
Interview Process
Phone Screen
Recruiter discusses background, motivation, and alignment with Peet's mission and omnichannel strategy
Round 1: VP or Director of Marketing
Deep dive into your marketing strategy experience, omnichannel execution, and team leadership philosophy
Round 2: President
Strategic conversation on your vision for Peet's brand, growth opportunities, and how you'd drive executive alignment
Round 3: Executive Leadership Panel
Meet with cross-functional leaders (Sales, Product, Ops) to assess collaboration style and cultural fit
Offer & Negotiation
Finalize compensation, benefits, and start date; likely 2-3 week turnaround
Interested in this role?
Apply now and hear back within days, not weeks.
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