Digital Marketing Director

$180,000 - $220,000/Yr

Peets Coffee - Oakland, CA

Full-time - Mid Level

Oakland, CA

Food and Beverage Retailers

About the position

The Digital Marketing Director at Peet's Coffee is responsible for enhancing customer relationship management across all channels, driving customer engagement, retention, and revenue growth. This strategic role involves leading the loyalty program, digital content, email marketing initiatives, and Retailer eCommerce, ensuring a cohesive and personalized customer experience across cafes, eCommerce, and consumer packaged goods (CPG) business.

Responsibilities

• Develop and implement a comprehensive CRM strategy that aligns with business objectives and enhances customer loyalty and retention.
• Oversee and continuously improve the loyalty program, including strategy, design, implementation, and performance monitoring.
• Lead the strategy and development of digital campaigns, including email marketing, SMS, and other digital channels.
• Create segmented and personalized communications that drive engagement, conversions, and customer retention, monitoring campaign performance and adjusting as needed to achieve KPIs.
• Develop and execute comprehensive strategies to drive eCommerce growth for retailer partnerships, leveraging data analytics, search & browse, and media campaigns.
• Oversee the strategy and management of digital content across the website, email campaigns, retargeting media, and other platforms.
• Utilize CRM tools and data analytics to segment customers, track behavior, and identify trends.
• Map and optimize customer journeys across all touchpoints, ensuring a consistent and personalized experience.
• Work closely with marketing, sales, and eCommerce teams to ensure CRM strategies are aligned with broader business goals.
• Develop and present regular reports on CRM performance, including key metrics, campaign results, and customer insights.

Requirements

• 5+ years of experience in CRM management, with a proven track record in leading loyalty programs and email marketing strategies.
• Experience within the retail or consumer goods sector, and familiarity with cafes is a plus.
• Strong understanding of CRM systems, customer segmentation, and multi-channel marketing.
• Proven ability to develop and execute successful CRM and loyalty strategies, including email marketing campaigns.
• Proficiency in CRM software and tools and familiarity with data analysis and reporting tools.
• Excellent communication and interpersonal skills, with the ability to collaborate effectively with cross-functional teams.
• Strong project management skills with the ability to handle multiple priorities and deadlines.
• Creative problem-solving skills and a proactive approach to identifying and addressing customer needs.

Nice-to-haves

• Experience with CPG eCommerce
• Familiarity with Paytronix, mParticle, and/or Iterable

Benefits

• Comprehensive health, dental and vision plans
• 401(k) plan
• Various paid time off programs
• Employee discount/perks
• Life insurance
• Disability insurance
• Flexible spending accounts
• Employee referral bonus program