The Coffee Bean Tea Leaf Senior Manager

Job description
Our Blend

The Coffee Bean Tea Leaf is one of the world's largest independent and privately-owned specialty coffee and tea retailers. In 1+63 we opened our very first store, and today we have over 1100 cafes in over 20 countries, as well as our Global Headquarters in Singapore.

The Coffee Bean Tea Leaf is on an inspiring journey to become the world's coffee and tea brand. We are united by our passion for connecting people through the daily rituals of coffee and tea-viewing every cup as an opportunity to impact someone's day.

Our Brew Crew is a diverse team of hard-working optimists with a passion for learning about our craft, the people we serve, and the world around us. We offer the tools, the environment, and the support for you to make your unique contribution and grow as a person.

Passion is contagious, and we've got a serious case of it. If you are just as passionate as we are, come join our Brew Crew.

Brew Crew Opportunity

The Coffee Bean Tea Leaf is seeking a dynamic Senior Marketing Manager to lead and support marketing efforts across the India Subcontinent and Middle East. This individual will collaborate closely with franchisees to develop impactful marketing strategies that maximize local ad fund budgets and drive insight-driven, brand-building, and business-growth initiatives. The role focuses on fostering meaningful customer connections at the country, regional, and local/store levels, helping franchisees improve sales and profitability while maintaining brand equity.

This position will report directly to the Chief Marketing Officer (CMO) and collaborate closely with the international Franchise team.

Key Responsibilities

Strategic Marketing Support - Country Regional Marketing
• Act as a strategic partner for franchisees, guiding them to create comprehensive marketing plans that strengthen the brand and deliver sustainable, profitable business outcomes.
• Provide guidance and support for annual business planning and market-specific marketing initiatives.
• Coordinate expertise in areas such as customer insights, loyalty programs, and media strategies to enhance marketing outcomes.
• Ensure all marketing activities align with global standards and uphold brand equity.

Communication Collaboration
• Act as a key liaison between franchisees and the global marketing team to ensure alignment and consistency in brand messaging.
• Share best practices from within the region and global markets, as well as external case studies, to inspire and inform franchisees.
• Collaborate with internal teams, including business development and operations, to ensure franchisee marketing efforts are well-supported and effective.
• Facilitate annual knowledge-sharing forums and provide regular updates on market trends, program results, and competitive insights.

Local Store Marketing (LSM)
• Support the development of local store marketing strategies to enhance brand visibility and customer engagement in local communities.
• Partner with creative and digital teams to design and execute LSM tools, communication materials, and digital campaigns, including social media and email.
• Ensure LSM initiatives integrate seamlessly with the overall regional and global marketing strategies.

Performance Measurement
• Conduct post-program analyses to evaluate tactical results and share learnings for future improvements.
• Provide franchisees with actionable insights to optimize marketing effectiveness and return on investment.

Your Ingredients
• Bachelor's degree in Marketing or related field; Master's degree preferred.
• Proven experience in developing and executing marketing strategies across retail, promotions, digital, and loyalty programs.
• Strong analytical, creative, and relationship-building skills with a track record of driving business growth.
• Background in working with international franchisees or established retailers is a plus.
• Fluent in English and proficient in Microsoft Office.
• Open to traveling up to 50%.

Performance Rewards

At The Coffee Bean Tea Leaf, we embrace a high-performance culture that rewards and encourages our values of teamwork, ownership, and respect for one another.

Our 'FROTH' VALUES

We believe in the fundamental truths that guide us through our daily lives:

FRIENDLINESS - We go above and beyond in everything we do. Friendliness and customer-centricity is embedded in our culture.

RESPECT - We are inclusive and honour each other's values, opinions and diversity.

OWNERSHIP - We take ownership and accountability for our individual, team and business results, every day.

TEAMWORK - As a team, we collaborate, innovate, and leverage our diverse strengths to grow the business.

HONESTY - We live up to the highest levels of integrity by being truthful and transparent with each other, the business and ourselves.

At The Coffee Bean Tea Leaf, we are a global company committed to representing the neighborhoods we serve. We welcome all to apply to our Brew Crew and we value the impact of diversity on our culture and in our work. Read more