---
type: JobPosting
title: Senior Vice President, Marketing
company: Peet's Coffee
companyWebsite: "https://www.linkedin.com/company/peetscoffee?trk=public_jobs_topcard-org-name"
category: growth-marketing
seniority: SENIOR
contractType: FULL_TIME
remote: ONSITE
location: Emeryville, CA
salaryMin: 280000
salaryMax: 380000
salaryCurrency: USD
market: USA
postedAt: 2026-06-02
applyUrl: "https://www.linkedin.com/jobs/view/senior-vice-president-marketing-at-peet-s-coffee-4392760754?trk=public_jobs_topcard-title"
canonical: "https://www.growthtalent.org/emplois/growth-marketing/peet-s-coffee/senior-vice-president-marketing-peet-s-coffee"
---

# Senior Vice President, Marketing

**Peet's Coffee** · Emeryville, CA

<!--rich-->{"tags":["B2C","CPG","Omnichannel","On-site","$280K-$380K","Executive Leadership"],"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.","objectives3m":["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"],"objectives6m":["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":[{"metric":"Brand Awareness","description":"Lift in unaided/aided recall and top-of-mind metrics tracked via quarterly brand health studies"},{"metric":"Omnichannel Demand","description":"Blended revenue lift across retail cafes, grocery, digital, and DTC channels tied to marketing campaigns"},{"metric":"Customer Lifetime Value (LTV)","description":"Average revenue per customer over their lifetime, tracked by cohort and optimized through loyalty programs"},{"metric":"Marketing ROI","description":"Return on marketing spend across all channels, measured monthly with attribution modeling"},{"metric":"Digital Engagement","description":"Social reach, engagement rate, and user-generated content volume; email open/click rates; website traffic and conversion"}],"tools":["Google Analytics / Adobe Analytics","Salesforce Marketing Cloud","Shopify / DTC Platform","Social Media Management (Meta Business Suite, Hootsuite)","Email Marketing Platform","Brand Tracking / Consumer Research Tools","Tableau / BI Dashboards","Marketing Automation"],"team":{"manager":"President of Peet's Coffee","current":"Full marketing team composition not specified; likely includes brand managers, digital/social leads, campaign managers, and analytics support","hiring":"Likely need to assess and strengthen team capabilities in digital, loyalty, and data analytics"},"compensation":{"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":["Executive health and wellness benefits","Competitive 401(k) with company match","Paid time off and executive flexibility","Professional development and conference budgets","Coffee and café perks"],"company":{"about":"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,"headcount":null,"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"},"forYouIf":["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"],"wontWorkIf":["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"],"interviewProcess":[{"step":"Phone Screen","detail":"Recruiter discusses background, motivation, and alignment with Peet's mission and omnichannel strategy"},{"step":"Round 1: VP or Director of Marketing","detail":"Deep dive into your marketing strategy experience, omnichannel execution, and team leadership philosophy"},{"step":"Round 2: President","detail":"Strategic conversation on your vision for Peet's brand, growth opportunities, and how you'd drive executive alignment"},{"step":"Round 3: Executive Leadership Panel","detail":"Meet with cross-functional leaders (Sales, Product, Ops) to assess collaboration style and cultural fit"},{"step":"Offer & Negotiation","detail":"Finalize compensation, benefits, and start date; likely 2-3 week turnaround"}]}

[Apply →](https://www.linkedin.com/jobs/view/senior-vice-president-marketing-at-peet-s-coffee-4392760754?trk=public_jobs_topcard-title)

---

Canonical: https://www.growthtalent.org/emplois/growth-marketing/peet-s-coffee/senior-vice-president-marketing-peet-s-coffee