Sr Marketing Manager Retail (Contractor)

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 Sr Manager, Retail Marketing is an incredible opportunity to join and help continue to grow this channel and contribute to evolving the café experience to create deep connections with our customers.

Overall Responsibilities:

Reporting to the Senior Director of Brand Marketing, the Sr Manager, Retail Marketing main responsibility is to leverage consumer insights to elevate the consumer journey and drive a premium brand experience that is grounded in our strategy and newly defined consumer target.  This role will be a key marketing partner to the Retail Team and will have one direct report, AMM of Retail Marketing.

Key Partners will be Product Marketing, Operations, CRM Manager, the Creative Services and Communications Teams.  The Sr Manager Retail Marketing will identify menu gaps and opportunities and brief Product Marketing on those needs.  Once commercialized, the Sr Manager of Retail Marketing will develop a launch plan for new items involving communications, media buying and planning, in store signage and creative services.

Scope includes ongoing category management and menu optimization, seasonal creative development, budget management, tactical implementation, leadership of cross-functional teams and people management (2 employees), in store merchandising as appropriate and general brand management. Assist in driving retail store revenues/profits by increasing ticket and traffic counts.  

This is contractor is an hourly role based in Emeryville, CA with the expectation to be onsite 3 days / week.

• Duration: 6 months / Full-Time
• The target hourly rate is $75/hr. - $80/hr.

Essential Responsibilities:

• Streamline and simplify messaging, menu, in store signage to improve the consumer experience and optimize operational impact.
  • Refine and drive Retail Display Standards in our corporate coffeebars
  • Menu Optimization and Rationalization including the role and need for LTOs
    • Work with R&D on new items to meet consumer needs or fill menu gaps
    • Product lines include Bevs, Beans, Food, Grab and Go
• Own launch and communication plan for retail shops for new items, promotions, or seasonal messaging
  • Responsible for working with Digital Marketing, PR, Communications, App and Website leaders to identify messaging opportunities and media plans to support Retail initiatives
  • Write creative briefs as needed for retail programs for Creative Services
  • Identify traffic driving promotions and evaluate in store event opportunities
• Own branded merch assortment including gift cards – including displays, creative, and forecasting
• Coordinate with other channel leaders on a cohesive Peet’s marketing calendar
• Develop a Retail Calendar that includes promotions, new items, or leveraging hidden gems to drive consumer engagement and in support of the brand strategy
• Manage relationships with Brand & Creative Services, vendors and promotional partners.
• Working with the Marketing Analyst, evaluate, analyze, interpret and report business results on an ongoing basis.
• Responsible for in-store and digital menu management and execution.
• Responsible and accountable for category budget development and tracking.
• Responsible for developing seasonal materials for launches.
• Contribute to pricing strategy and manage price changes across beverages.
• Partner with CRM Manager to drive relevance with Peetnik Rewards members.
• Understand consumer, category and competitive insights and implications and use to drive decisions.
• Builds strong relationships within a matrix structure to ensure achievement of business objectives as well as marketing message consistency and adherence to brand guardrails.
• Acts as a champion for the brand in retail channel.

Essential Qualifications:

• 6-8 years of marketing experience leading marketing initiatives, collaborating with agency partners and cross-functional teams.
• Experience at a consumer brand-driven retail company required; food or beverage experience preferred
• Strong ability to coach and manage employees, particularly to enhance brand management knowledge.
• Must be a strategic thinker with strong consumer understanding skills, translating qualitative and quantitative customer insights into a product and channel strategy and winning marketing plans and a high degree of creativity to find new, compelling ways to reach and communicate to consumers.
• 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.
• Must be skilled in analysis and problem solving and have excellent project and financial management skills.
• Earns credibility and commands the attention of others by effectively communicating verbally and in writing; strong presentation skills.
• Has successfully built strong relationships with retail office and field teams. Listens and fosters open communication through questioning, dialogue, and information sharing. Advocates ideas and effectively negotiates to achieve mutually successful outcomes.
• See possibilities and opportunities by thinking innovatively.
• MBA preferred.

Peet’s Home Office is a Hybrid worksite, which requires any Home Office employees to work onsite a minimum of 3 days/ week (Emeryville, California).