VP, Brand & Marketing

At Caribou Coffee we create day-making experiences that spark a chain reaction of GOOD! This is our purpose. Our team brings this to life by focusing on what's really important around here - TEAM, GUEST, BUSINESS! It's that simple. If you're ready to work somewhere you can be yourself while making an impact on your community, creating life-long relationships, and serving the best coffee around, join our herd! Apply today and be part of the 'Bou Crew!

Position Overview:

The Vice President of Brand & Marketing will be a key member of Caribou Coffee's leadership team, responsible for developing and executing comprehensive marketing strategies that drive sales, build brand equity, and increase market share in new and emerging markets. This role requires a seasoned marketing leader with a proven track record of success in brand management, retail marketing, and integrated marketing communications. The ideal candidate will be a strategic thinker, a creative problem-solver, decisive decision maker, and a strong leader capable of inspiring and managing a high-performing marketing team.

Core Responsibilities

Brand Strategy

• Lead the creation and execution of integrated marketing campaigns across multiple channels, including digital, social, print, and events that align with the organization's goals, vision and objectives. Create clear key messaging that conveys brand positioning across all communications channels.
• Translate brand positioning & marketing vision into integrated business objectives, goals, strategies, and tactics.
• Define and socialize the brand's unique value proposition, positioning and differentiation with key internal stakeholders and business partners.
• Lead insights to identify market trends, voice of customer, and opportunities for differentiation that enable the brand to stay relevant in a dynamic market. Partner with product innovation and operations to commercialize.

Brand Architecture

• Educate global marketing teams, product teams and other important stakeholders on brand architecture and guidelines to ensure consistent understanding and implementation throughout the organization and with key business partners.
• Collaborate cross-functionally to understand team, customer & consumer preferences to ensure brand architecture resonates with target audiences.

Brand Governance

• Together with the Brand & Marketing Senior Leadership Team, lead the internal socialization of comprehensive brand guidelines including corporate narrative, brand narrative, visual identity, verbal identity and tone of voice across global teams such as product, operations, development, and sales.
• Form partnerships with internal stakeholders to provide strategic guidance on expressing the brand creatively and cohesively in all visual and content assets such as development, recruiting, training & development, etc.

Brand Measurement

• Continue to refine key performance indicators (KPIs) and other metrics to measure the effectiveness of brand strategy and to assess brand health, and in support of the CMBO to continuously optimize brand strategy and architecture as needed.
• Continue to refine clear and measurable objectives for brand health, aligning them with the broader business goals. Communicate brand health, marketing & media dashboards, progress and areas of improvement to marketing and non-marketing leaders.

Skills

• Culture and Brand Champion: Consistently embodies and promotes the organization's culture and values, serving as an advocate for the brand and fostering a positive, inclusive work environment that aligns with the company's mission and enhances its reputation.
• Strategic Thinking and Decision-Making: Skilled in creating and executing strategic initiatives that align with company objectives and drive engagement and organizational success.
• Communication and Collaboration: Clearly communicate business strategies, goals, and expectations across leadership and teams to build rapport and alignment. Demonstrates an openness to giving and receiving feedback.
• Analytical and Project Management Skills: Strong ability to interpret data and insights to guide decision-making, develop creative solutions, and manage complex projects to optimize performance.
• Change Management and Adaptability: Experience leading change initiatives, with a flexible and problem-solving approach to evolving business needs. Comfortable with ambiguity.
• Leadership and People Management: Proven ability to lead and inspire teams, foster a high-performance culture, and develop talent aligned with organizational goals.

Qualifications

Required:

• Bachelor's degree in Marketing, Business Administration, or a related field; MBA preferred.
• 10+ years' experience in marketing, with at least 5 years in a senior leadership role.
• Previous experience in the QSR industry.
• Proven experience in brand management, digital marketing, and integrated marketing communications.
• Strong analytical skills and the ability to translate data into actionable strategies.

Physical Requirements:

The physical requirements for this position include sitting, standing, bending, lifting, and moving intermittently during working hours. These physical requirements must be accomplished with or without reasonable accommodation.

The duties of this position may change from time to time. Caribou reserves the right to add or delete duties and responsibilities at the discretion of Caribou or its managers. This job description is intended to describe the general level of work being performed. It is not intended to be all-inclusive.

Caribou Coffee Operating Company, Inc. and itsaffiliatesare proud to be Equal Opportunity Employersto all applicants for employment and prohibit discrimination and harassment of any type based on any characteristic protected by federal, state or local laws. We are committed to equal employment opportunity regardless of race, color, ancestry, religion, sex, national origin, sexual orientation, age, citizenship, marital status, disability, gender identity or Veteran status. If you have a disability or special need that requires accommodation, please let us know.

Compensation Range:

The physical demands for this position are reaching, lifting up to 50 pounds, sitting, standing, for 4 to 8 hours, bending, and moving intermittently during working hours. These physical demands may be accomplished with or without reasonable accommodations.

The duties of this position may change from time to time. Caribou Coffee reserves the right to add or delete duties and responsibilities at the discretion of the company or its managers. This job description is intended to describe the general level of work being performed. It is not intended to be all-inclusive.

Caribou Coffee Operating Company, Inc. and its affiliates are proud to be Equal Opportunity Employers to all applicants for employment and prohibit discrimination and harassment of any type based on any characteristic protected by federal, state or local laws. We are committed to equal employment opportunity regardless of race, color, ancestry, religion, sex, national origin, sexual orientation, age, citizenship, marital status, disability, gender identity or Veteran status. If you have a disability or special need that requires accommodation, please let us know.

Brand: