Senior Vice President, Marketing at Peet's Coffee & Tea – Emeryville, California

Position Title: Senior Vice President, Marketing

Location: Emeryville, California

Req ID: R2646

Job Type: Full time

Posted Date: Posted Yesterday

Description:

Reporting directly to the President of Peet’s, the Senior Vice President, Marketing will drive the vision, strategy, and execution of Peet’s marketing initiatives. In this role you will be a key executive team member, responsible for elevating Peet’s iconic brand, driving omnichannel demand, and fostering a deeper connection with consumers across retail cafes, grocery, digital, and DTC platforms.

This role requires an inspirational leader adept at building innovative strategies and teams and leveraging data and creativity to deliver measurable business results. They will spearhead efforts to amplify brand storytelling, expand consumer engagement, and build Peet’s Coffee's stature as the leader in premium coffee worldwide.

In this role you will play a pivotal role in shaping the legacy of one of America’s most beloved coffee brands while fostering a culture of creativity, inclusion, and innovation.

Location

Emeryville, CA – Hybrid, 4 days onsite

KEY RESPONSIBILITIES:

Strategic Marketing Leadership

• Develop a forward-thinking, data-driven marketing strategy aligned with Peet’s overarching business goals.
• Identify growth opportunities, including emerging markets, new channels, and untapped consumer segments.
• Provide strategic guidance to portfolio brand leaders on marketing initiatives and ensure the internal Peet's team adopts a cohesive, portfolio-driven approach within the CPG sector.
• Establish Peet’s as a cultural and category leader, leveraging partnerships and events that align with the brand’s ethos.

Brand Management

• Build and steward the Peet’s brand identity, ensuring consistency across all touchpoints.
• Lead the marketing strategy and all related activities to increase brand awareness, generate demand, drive conversion, and maximize loyalty to deliver sales/profit goals.
• Drive national brand awareness through cohesive storytelling, impactful campaigns, and innovative activations.
• Expand engagement of the Peet’s brand experience via omnichannel strategies across digital, social, retail, and direct-to- consumer channels.

Community Engagement

• Energize Peet’s community of coffee lovers through social media, digital experiences, and PR strategies.
• Leverage user-generated content and influencer relationships to build brand advocacy and virality.
• Develop loyalty programs and campaigns to deepen customer relationships and increase lifetime value (LTV).

Go-To-Market Strategy

• Oversee impactful product launches, collaborating with the coffee team and R&D leaders to craft compelling go-to-market strategies.
• Partner with grocery channels to execute traffic-driving programs that scale efficiently and expand the distribution footprint.

Leadership & Team Development

• Inspire and lead a high-performing marketing team, fostering a collaborative and innovative culture.
• Build cross-functional partnerships to align marketing with sales, product development, and operations.
• Champion a growth mindset and a "one team" culture across all stakeholders.

Budget & Performance Management

• Manage the marketing budget, ensuring efficient allocation of resources for maximum ROI.
• Establish and track KPIs, leveraging analytics to optimize campaigns and inform future strategies.

CORE COMPETENCIES:

• 15+ years of progressive marketing leadership experience with a focus on brand building, digital marketing, and omnichannel strategies.
• Track record of driving revenue growth and consumer engagement in premium brands.
• Experience managing large budgets and achieving ROI-driven results.
• Expertise in navigating complex, matrixed organizations, ideally within CPG, retail, or adjacent industries.
• Proven ability to elevate a brand’s position and foster deep consumer connections.
• Strong analytical capabilities to integrate qualitative insights with data to drive strategy.
• Deep understanding of the digital consumer journey, including online-to-retail conversion strategies.
• Experience cultivating brand loyalty and advocacy through social, digital, and experiential marketing.
• Innovative thinker adept at finding solutions to complex marketing challenges.
• Exceptional leadership skills to inspire and develop diverse, high-performing teams.
• Bachelor’s degree in Marketing or related field; MBA strongly preferred.

As the SVP of Marketing, you will play a pivotal role in shaping the legacy of one of America’s most beloved coffee brands while fostering a culture of creativity, inclusion, and innovation.

What We Offer:
We’re proud to offer a comprehensive package for full-time employees, including but not limited to:

• Recharge Time – Paid vacation, holidays, and sick days.
• Health & Wellness – Medical, dental, and vision coverage.
• Future You – 401(k) plan with generous match program to help you save.
• Peace of Mind – Life insurance, disability, and options for HSAs and FSAs.
• Everyday Perks – Free coffee, fresh baked goods, and discounts.
• Growth & Support – Career development and an Employee Assistance

Program when you need it.

The target annual base salary range for this position is $365,000 - $375,000. The actual base salary offered will depend on a variety of factors, including the applicant’s qualifications, years of relevant experience, specific and unique skills, level of education, certifications or licenses, other legitimate non-discriminatory business factors, and the geographic location of the role. In addition to base pay, individuals in this position may also be eligible to earn bonuses.

Additional Information
At Peet’s, we believe in creating an inclusive workplace where everyone feels welcome. We are proud to be an Equal Opportunity Employer. We welcome qualified applicants of all backgrounds and do not discriminate based on race, color, creed, religion, gender, age, marital status, national origin, sexual orientation, gender identity, citizenship status, disability, genetic information, uniform service, veteran status, or any other category protected under federal, state, or local laws. Qualified applicants with arrest or conviction records will be considered for employment in accordance with all federal, state, and local ordinances.

Peet’s is also committed to providing reasonable accommodation to job applicants with disabilities throughout the hiring process. If you need assistance or accommodation, please contact employeerelations@peets.com.