DIRECTOR OF MARKETING
Join the premium tier of the coffee/tea industry and help lead the growth of the most delicious, globally inspired, and real-ingredient focused brand.
About Sweetwaters Coffee & Tea
Our mission in every Sweetwaters is to Make Our Guest’s Day™. How do we do this? We have a company culture and team of people that love what they do every day! Sweetwaters Coffee & Tea is based in Ann Arbor, Michigan and was founded over 31 years ago with a commitment to unique, globally inspired, real ingredient focused beverages delivering exceptional guest experiences, and providing a community feel within each cafe. We are a strong brand and dynamic, minority owned, women-led company with 38 locations and growing in 12 states.
Work with a group of dedicated professionals and profit driven franchisees.
Our team is dedicated to providing our franchise partners with the tools and support needed to thrive in the competitive coffee & tea industry. We are a fun, innovative group that is driven to win. Our Director of Marketing will craft and implement strategies to increase franchise profitability and development understanding franchisees are integral to our growth. If you can help lead the growth of our emerging national brand into a powerhouse competitor in the coffee & tea space, we’d like to talk to you.
WHAT YOU’LL DO
As the Director of Marketing, you will lead the development and execution of innovative marketing strategies that drive brand growth, increase sales, enhance customer engagement, and increase awareness. You will work closely with franchise owners, our home office team, and external partners to ensure cohesive messaging and a unified brand presence across all platforms.
KEY RESPONSIBILITIES
Strategic Planning: Develop and implement comprehensive marketing strategies and plans to promote our coffee, tea, and food products, ensuring our cafes win in their markets and the brand continues to grow.
● Brand Management: Maintain and enhance brand identity through consistent messaging, visual standards, and customer experience across all franchise locations.
● Market Research: Conduct market analysis to identify trends, customer preferences, and competitive positioning. Utilize insights to inform marketing strategies nationally and locally.
● Digital Marketing: Oversee the development of digital marketing including social media, mobile/email marketing, advertising, SEO, and website management to enhance local and online presence and engagement.
● Promotional Campaigns: Design and execute promotional campaigns, seasonal offerings, loyalty and local store programs that drive customer acquisition and retention.
● Collaboration: Work closely with franchisees to support local marketing efforts and ensure alignment with national strategies. Provide local store marketing initiatives, programs, training and resources to enhance their marketing capabilities.
● Budget Management: Develop and manage the marketing budget, ensuring effective allocation of resources to maximize ROI on marketing initiatives.
● Analytics and Reporting: Monitor and analyze marketing performance metrics, adjusting strategies as needed based on data insights and feedback.
● Team Leadership: Lead and mentor the marketing team, agencies and contractors fostering a collaborative environment that encourages creativity and professional growth
WHAT MAKES YOU GREAT
● Education: Bachelor’s degree in Marketing, Business Administration, or a related field. MBA preferred.
● Experience: 12+ years of marketing and brand management, with a focus on franchise marketing and local market development.
o Franchise experience in food is preferred.
o Proven track record in strategic planning and execution.
● Skills:
o Strong, inspirational leadership with hands on team management abilities.
o Excellent written and verbal communication skills.
o Proficiency in digital marketing tools and analytics.
o Creative problem-solving and negotiation skills and ability to think strategically.
o Healthy on-going collaboration with operations & internal teams for implementation and sales performance.
o High level of emotional intelligence.
o In tune with social media and current cultural trends make you stand out.
o Challenges are where you shine and you have a strong desire to work hard to win.
o Ability to influence stakeholders to action.
o Experience with coffee, tea, and/or beverage market trends is a plus.
● Proven expertise in:
o Developing marketing strategy and implementation increasing sales, guest retention, and new guest acquisition.
o Digital platforms used for advertising (META, Google etc.) & point of sale systems (Toast, Square, Clover etc.)
o Food industry trends and forecasting and quickly translating this information into actionable plans.
Submission for consideration:
Email your cover letter detailing relevant experience, vision for the role, desired salary, available start date, and LinkedIn profile along with your resume to: LisaB@SweetwatersCafe.com
We are an Equal Opportunity Employer. Applicants for all job openings are welcome and will be considered without regard to race, gender, age, national origin, color, religion, disability, sexual orientation, military status, or any other basis protected by applicable federal, state, or local laws.
