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Vice President, Brand, Marketing, and E-commerce

Milwaukee, WI

The Vice President, Brand, Marketing, and E-commerce is the accountable leader charged with strategically shaping Colectivo Coffee and Troubadour Bakery’s growth, managing our brand identity, and collaborating with our senior leadership team to advance remarkable customer experiences and brand recognition & engagement, ensuring it reflects company mission, vision, values, and culture. This executive has ownership of the creative function with a focus on team leadership, brand strategy, digital marketing, and all direct-to-consumer initiatives.

Specific Responsibilities

• Direct, lead, implement, execute, and measure enterprise-wide brand strategy.  Lead an evolution of our brand identity for the next 10 years, particularly Colectivo’s coffee identity.

• Drive the implementation and execution of our brand strategy with a focus on measurable outcomes without compromising mission, vision, values, or culture.

• Ensure our market position, product messaging and marketing strategy are delivered with the highest standards while focusing on building a deeper understanding of the consumer target.

• Develop and execute all direct-to-consumer programs, including our current loyalty program.  As the GM of the direct-to-consumer business, develop and implement a dramatic sales expansion through new customer acquisition strategies, CRM-based marketing, digital user experience, and social media optimization.

• Own the development, execution, and overall performance of our Digital Platforms to support all lines of business (cafes, wholesale, direct-to-consumer).

• Collaborate with the vice president of café operations to advance the café experience for our customers and the maximize impact of our integrated marketing promotional calendar.

• Oversee the Creative team, ensure consistent communication strategy, effective seasonal strategies, and promote our company brand.

• Direct all public relations efforts to ensure maximum, positive exposure and reputation, and support key product launches.

• Establish and lead a proactive approach to our community partnerships with organizations directly aligned to our mission, vision, values, and culture.

• Act as a subject matter expert, strategic advisor, and partner to the senior leadership team on all initiatives.

• Identify and optimize promotional opportunities and objectives.

• Build strong partnerships between stakeholders, manages workload and project timing by helping to define, prioritize, and implement initiatives in support of company strategies.

• Maintain up-to-date knowledge of the marketplace, competitors, and trends.  Generates ideas about future marketing activities to ensure a consistent leading-edge marketing and brand experience.

• Manage the marketing and communications budget.

• Lead and mentor department staff.

• Develop, manage, and maintain the organization’s crisis communications and reputational management plan.


• Bachelor’s degree preferred.  Relevant Master’s degree ideal.

• A distinctive creative mind – can drive significant innovation through the ability to develop & implement big ideas.

• At least 15 years of progressive marketing and communications experience with a premium brand, preferably in a retail or food/restaurant industry.

• Extensive digital marketing and direct-to-consumer experience, with a proven track record of driving high sales growth.

• Experienced brand strategist in multichannel environments who can improve brand recognition & engagement across channels in alignment with core business objectives.

• Successful track record of delivering results by developing a highly engaged & motivated workforce that lives the company’s core values, drives profitable sales and delights the customer.  

• Customer-centric mindset.

• Strategic acumen and experience.

• Technology competent across digital platforms.

• Demonstrated analytical capabilities, including the ability to analyze and assess key performance metrics and perform budget management with strong attention to detail.  

• Professional written and verbal communication skills.

• Problem-solving skills.

• A valid driver’s license and the ability to travel to store locations, as necessary.

This job description is not designed to cover or contain a comprehensive listing of activities, duties or responsibilities required of the co-worker.