Brand Marketing Manager, CPG

About the position

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

• 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.
• 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.
• Manage direct reports, providing on-the-job coaching and opportunities for professional development.
• Drive alignment across key stakeholders—including Sales Planning, Insights, Creative, Digital, and Finance teams—to ensure cohesive execution of all CPG marketing initiatives.
• Lead the marketing development of new product introductions, including positioning, packaging, and go-to-market execution in collaboration with Sales and Insights teams.
• Oversee packaging development and updates, ensuring consistency with brand identity while responding to retailer and consumer needs.
• 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.
• Collaborate with Digital and PR/Social teams to shape and execute CPG-specific paid and organic media strategies.
• Track performance of marketing programs, identify opportunities for optimization, and report results and insights to senior leadership.

Requirements

• 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).
• 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.

Benefits

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