Director of Marketing

Position Overview

At Sweetwaters Coffee & Tea, our mission is to Make Our Guests Day. Based in Ann Arbor, Michigan, our company – a dynamic, minority owned, women‐led brand with 38 locations across 12 states – is devoted to delivering globally inspired, real ingredient beverages with exceptional guest experiences and a community feel. 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 boost awareness across all platforms while working closely with franchise owners, home office teams, and external partners.

Key Responsibilities

• Strategic Planning: Develop and implement comprehensive marketing strategies and plans to promote our coffee, tea, and food products, ensuring alignment with overall business goals.
• 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 both national and local marketing strategies.
• Digital Marketing: Oversee social media, mobile/email marketing, advertising, SEO, and website management to boost both local and online presence.
• Promotional Campaigns: Design and execute campaigns, seasonal offerings, loyalty programs, and local store initiatives that drive customer acquisition and retention.
• Collaboration: Partner with franchisees to support local marketing efforts and ensure alignment with national strategies, including delivering programs, training, and resources.
• Budget Management: Develop and manage the marketing budget, ensuring effective resource allocation to maximize ROI.
• Analytics and Reporting: Monitor and analyze marketing performance metrics, adjusting strategies based on data insights and feedback.
• Team Leadership: Lead and mentor the marketing team, agencies, and contractors in a collaborative environment fostering creativity and professional growth.

Required Qualifications

• Bachelor’s degree in Marketing, Business Administration, or a related field.
• 12+ years of marketing and brand management experience with a focus on franchise marketing and local market development.
• Proven track record in strategic planning and execution.
• Strong leadership and team management abilities.
• Excellent written and verbal communication skills.
• Proficiency in digital marketing tools and analytics.
• Creative problem-solving and negotiation skills.
• High level of emotional intelligence and effective collaboration with operations and internal teams.

Preferred Qualifications

• MBA preferred.
• Franchise experience in food and/or beverage is preferred.
• Familiarity with coffee and tea market trends is a plus.
• Expertise in developing marketing strategies that increase sales and guest retention.
• Experience with digital advertising platforms (META, Google, etc.) and Point of Sale systems (Toast, Square, Clover, etc.).
• Ability to quickly translate food industry trends and forecasting into actionable plans.

Benefits & Perks

• Competitive salary and performance-based bonus.
• Health insurance.
• Retirement plan with company match / 401(k) matching.
• Paid time off and holidays.
• Employee discounts.
• Dental insurance.
• Vision insurance.