Brand Marketing Manager

Title: Brand Marketing Manager, CPG

Location: Emeryville United States

Job Description:

Peet's Coffee is the premier specialty coffee and tea company in the United States. Peet's buys the highest quality beans in the world - artisan roasts every bean by hand to order, and delivers all of its coffee quickly for superior freshness no matter where it is sold. Founded in 1966 in Berkeley, CA by Alfred Peet, who is widely recognized as the grandfather of specialty coffee in the U.S., Peet's has a rapidly growing, passionate customer following that seeks out Peet's coffees wherever they go. Peet's is committed to strategically growing its business through multiple channels: 200+ retail store locations, a national home delivery business at Peets.com, office coffee and food service programs and a rapidly expanding CPG business. Currently, Peet's is available in 14,000+ grocery / mass / club stores across the country and is the only national brand with Direct Store Delivery (DSD) distribution, delivering the freshest Peet's to the grocery/mass channel.

Note: This is a hybrid role based in Emeryville, CA requiring in-office Tuesday-Thursday.

Peet's Coffee is seeking a dynamic and experienced Brand Marketing Manager to lead strategic marketing initiatives for our Consumer Packaged Goods (CPG) business. Reporting into the Sr. Director of Marketing, this critical role is responsible for developing, executing, and optimizing marketing strategies that drive brand awareness, retailer engagement, and revenue growth. The ideal candidate is a strategic thinker, a collaborative leader, and a results-oriented marketer with deep CPG experience.

RESPONSIBILITIES:

• Strategic Leadership:

Partner with the Sr. Director of Marketing to define and evolve the long-term brand, format and channel strategy, ensuring alignment with business objectives and market trends to support the Peet's portfolio. Demonstrate strong analytical skills and bias for action - translate business performance data into clear action plans.

• Marketing Program Development:

Lead the development and execution of integrated marketing programs for national and key account retailers, partnering closely with Sales, Shopper and Category teams to bring plans to life. Develop and deliver strategies to drive brick & mortar and E-com growth.

• People Leadership:

Manage direct reports, providing on-the-job coaching and opportunities for professional

development.

• Cross-Functional Leadership:

Drive alignment across key stakeholders-including Sales Planning, Insights, Creative, Digital, and Finance teams-to ensure cohesive execution of all CPG marketing initiatives.

• Innovation & Product Launches:

Lead the marketing development of new product introductions, including positioning, packaging, and go-to-market execution in collaboration with Sales and Insights teams.

• Packaging & Design Management:

Oversee packaging development and updates, ensuring consistency with brand identity while responding to retailer and consumer needs.

• Creative Oversight:

Manage agency, vendor and internal creative teams to develop in-store displays, POS materials, and other customer-facing assets that drive conversion and brand equity.

• Digital & Media Integration:

Collaborate with Digital and PR/Social teams to shape and execute CPG-specific paid and organic media strategies.

• Analytics & Optimization:

Track performance of marketing programs, identify opportunities for optimization, and report results and insights to senior leadership.

ESSENTIAL QUALIFICATIONS:

• Minimum of 5 years of progressive CPG brand marketing experience, with proven success leading initiatives across multiple retail channels.

• Bachelor's degree in Marketing, Business, or a related field (MBA preferred but not required).

• Skills & Attributes:

• Strategic mindset with strong business acumen and analytical skills

• Exceptional project management and communication skills

• Demonstrated ability to lead cross-functional teams and influence at all levels

• Entrepreneurial spirit with a bias toward action and continuous improvement

• Highly proficient in Microsoft Excel, PowerPoint; familiarity with syndicated data tools (IRI/Nielsen/Circana) is a plus

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).

At Peet's we hire the best people and are committed to supporting our employees and rewarding them for their work. The target annual base salary range for this position is $115,000 - $140,000. The actual base salary offered depends on a variety of factors, which may include, as applicable, the applicant's qualifications for the position; years of relevant experience; specific and unique skills; level of education attained; certifications or other professional licenses held; other legitimate, non-discriminatory business factors specific to the position; and the geographic location in which the applicant lives and/or from which they will perform the job. Peet's offers a generous benefits package to full-time employees, which includes comprehensive health, dental and vision plans; a superior 401(k) plan, various paid time off programs; employee discount/perks; life insurance; disability insurance; flexible spending accounts; and an employee referral bonus program.