📌 Core Information
🔹 Job Title: Associate Marketing Manager, CRM & Lifecycle
🔹 Company: Peet's Coffee
🔹 Location: Emeryville, California
🔹 Job Type: Full-time, Hybrid (3 days/week on-site)
🔹 Category: Marketing
🔹 Date Posted: July 10, 2025
🔹 Experience Level: 2-5 years
🔹 Remote Status: On-site (Hybrid)
🚀 Job Overview
Key aspects of this role include:
- Designing, building, and optimizing batch campaigns and automated lifecycle journeys for Peet's Coffee's loyalty program, Peetnik Rewards.
- Collaborating cross-functionally with design, product, data insights, retail operations, and customer service teams to align on objectives, creative assets, and technical requirements.
- Analyzing member behavior to build targeted audiences, tailor messages and offers, and continuously test (A/B and multivariate) to optimize campaigns.
- Driving multiple campaigns in parallel, managing timelines, stakeholder reviews, and delivery.
- Communicating clearly and effectively, presenting strategies, results, and recommendations in writing and in person to build credibility and buy-in across marketing and retail teams.
ASSUMPTION: This role requires a strong balance of strategic thinking and tactical execution, with a focus on driving customer engagement and retention through data-driven marketing campaigns.
📋 Key Responsibilities
✅ Develop and execute end-to-end CRM & lifecycle programs (batch and automated) across adoption, retention, and winback, translating business goals into clear KPIs to measure outcomes.
✅ Own the lifecycle & CRM calendar, balancing strategic vision (segmentation, messaging, offers, cadence) with flawless execution. Develop creative briefs for campaigns, partnering with the design team to ensure creatives meet campaign goals.
✅ Segment and personalize communications—analyze member behavior to build targeted audiences, tailor messages and offers, and continuously test (A/B and multivariate).
✅ Leverage data & reporting—define KPIs, build dashboards, mine campaign performance for insights, and deliver regular, actionable reviews that inform optimization.
✅ Partner cross-functionally with design, product, data insights, retail operations, and customer service to align on objectives, creative assets, and technical requirements.
✅ Drive simultaneous projects—manage timelines, reviews, and delivery for multiple campaigns without dropping the ball.
✅ Communicate clearly—present strategies, results, and recommendations in writing and in person, building credibility and buy-in across marketing and retail.
✅ Iterate rapidly—test boldly, learn quickly, and apply process improvements to maximize member value.
ASSUMPTION: This role involves a high degree of multitasking and requires strong organizational skills to manage multiple campaigns and stakeholders effectively.
🎯 Required Qualifications
Education: Bachelor’s degree
Experience: 3+ years CRM, lifecycle, or retention marketing experience
Required Skills:
- Hands-on experience with a modern CRM platform (e.g., Iterable, Salesforce Marketing Cloud, Klaviyo), including coding HTML campaigns
- Proven track record with A/B (and ideally multivariate) testing and performance analysis
- Strong Excel/SQL skills or comfort with reporting and analytics tools (Looker, Tableau, etc.)
- Exceptional written and verbal communication
- Self-starter attitude and passion for continuous optimization
Preferred Skills:
- Prior experience with loyalty programs
ASSUMPTION: While not explicitly stated, proficiency in CRM software and data analysis tools is essential for success in this role.
💰 Compensation & Benefits
Salary Range: $89,000 - $100,000 annually. This range is based on industry standards for a mid-level marketing manager role in the San Francisco Bay Area, where Peet's Coffee's headquarters is located.
Benefits:
- Health Insurance
- Dental Insurance
- Vision Insurance
- 401(k) Plan
- Paid Time Off
- Employee Discounts
- Life Insurance
- Disability Insurance
- Flexible Spending Accounts
- Employee Referral Bonus
Working Hours: Full-time, typically 40 hours per week. This role requires a hybrid work arrangement, with a minimum of 3 days per week on-site at the Emeryville, California headquarters.
ASSUMPTION: The provided salary range is an estimate based on market research and may vary depending on the candidate's qualifications and experience.
📌 Applicant Insights
🔍 Company Context
Industry: Retail, specifically focused on coffee and tea products
Company Size: Medium (5,001-10,000 employees). This size allows for a diverse range of opportunities and a well-established company culture.
Founded: 1966. Peet's Coffee has a rich history and a strong brand reputation in the coffee industry.
Company Description:
- Peet's Coffee is dedicated to sourcing the finest beans and crafting exceptional coffee experiences for customers.
- The company is committed to delivering unparalleled coffee and tea products and fostering a culture based on authenticity that inspires people to unleash their unique, personal passions and expertise.
- Peet's Coffee offers a generous benefits package to full-time employees, including comprehensive health, dental, and vision plans; a superior 401(k) plan; various paid time off programs; employee discounts/perks; life insurance; disability insurance; flexible spending accounts; and an employee referral bonus program.
Company Specialties:
- Coffee & Tea
- Retail
- CPG
- Social Responsibility
Company Website: http://www.peets.com
ASSUMPTION: Peet's Coffee is a well-established company with a strong focus on quality and customer experience, making it an attractive employer for those interested in the coffee industry.
📊 Role Analysis
Career Level: Mid-level marketing manager role, offering opportunities for growth and development within the marketing department.
Reporting Structure: This role reports directly to the Senior Marketing Manager and collaborates with various teams, including design, product, data insights, retail operations, and customer service.
Work Arrangement: Hybrid, with a minimum of 3 days per week on-site at the Emeryville, California headquarters.
Growth Opportunities:
- Expanding skills and knowledge in CRM, lifecycle marketing, and data analysis
- Potential to take on more responsibilities and advance within the marketing department
- Opportunities to work on high-impact projects and campaigns that drive business results
ASSUMPTION: This role offers a unique blend of strategic and tactical responsibilities, providing an ideal environment for a mid-level marketing professional to grow and develop their skills.
🌍 Location & Work Environment
Office Type: Hybrid, with a minimum of 3 days per week on-site at the Emeryville, California headquarters
Office Location(s): 1400 Park Avenue, Emeryville, CA 94608-3520, US
Geographic Context:
- Emeryville is a city in California, located in the San Francisco Bay Area
- The area is known for its vibrant culture, diverse communities, and proximity to major tech hubs
- The headquarters is easily accessible by public transportation and offers nearby amenities
Work Schedule: Full-time, typically 40 hours per week. The hybrid work arrangement allows for flexibility in scheduling, with a minimum of 3 days per week on-site.
ASSUMPTION: The hybrid work arrangement offers a balance between on-site collaboration and remote work, providing flexibility for employees while maintaining a strong company culture.
💼 Interview & Application Insights
Typical Process:
- Online application submission
- Phone or video screen with the hiring manager
- In-depth interview with the marketing team
- Final interview with the senior leadership team
Key Assessment Areas:
- Marketing strategy and campaign development
- Data analysis and reporting
- Communication and presentation skills
- Problem-solving and adaptability
Application Tips:
- Tailor your resume and cover letter to highlight your CRM, lifecycle marketing, and data analysis experience
- Prepare examples of successful campaigns you've developed and executed, emphasizing your ability to drive results
- Demonstrate your understanding of Peet's Coffee's brand and values during the interview process
ATS Keywords: CRM, lifecycle marketing, retention marketing, email campaigns, push notifications, SMS marketing, in-app messaging, data analysis, A/B testing, SQL, Excel, communication, project management, creative brief development, segmentation, personalization
ASSUMPTION: Peet's Coffee uses an Applicant Tracking System (ATS) to manage job applications, so including relevant keywords in your resume can help your application stand out.
🛠️ Tools & Technologies
- Modern CRM platform (e.g., Iterable, Salesforce Marketing Cloud, Klaviyo)
- HTML coding for email campaigns
- Data analysis and reporting tools (Looker, Tableau, etc.)
- Project management tools (e.g., Asana, Trello, Jira)
ASSUMPTION: Familiarity with these tools and technologies is essential for success in this role, as they are used daily to manage campaigns, analyze data, and collaborate with team members.
👔 Cultural Fit Considerations
Company Values:
- Authenticity
- Quality
- Passion
- Expertise
- Collaboration
Work Style:
- Data-driven and results-oriented
- Strong communicator and team player
- Adaptable and able to manage multiple projects simultaneously
- Passionate about coffee and tea, and committed to delivering exceptional customer experiences
Self-Assessment Questions:
- Do you have a strong background in CRM, lifecycle marketing, and data analysis?
- Are you comfortable working in a fast-paced, dynamic environment and managing multiple projects simultaneously?
- Do you share Peet's Coffee's commitment to quality, authenticity, and exceptional customer experiences?
ASSUMPTION: Candidates who align with Peet's Coffee's values and work style are more likely to succeed in this role and contribute to the company's ongoing success.
⚠️ Potential Challenges
- Managing multiple campaigns and stakeholders simultaneously, requiring strong organizational skills and time management
- Working in a fast-paced, dynamic environment that may require adaptability and flexibility
- Balancing strategic vision with flawless execution, necessitating a strong blend of analytical and creative thinking
- Potential challenges related to working in a hybrid environment, such as maintaining strong communication and collaboration with on-site team members
ASSUMPTION: These challenges can be overcome with strong organizational skills, adaptability, and a commitment to continuous learning and improvement.
📈 Similar Roles Comparison
- Unlike other marketing roles, this position focuses specifically on CRM and lifecycle marketing for Peet's Coffee's loyalty program, Peetnik Rewards
- This role requires a strong balance of strategic thinking and tactical execution, with a focus on driving customer engagement and retention through data-driven marketing campaigns
- Career progression in this role may involve expanding into other marketing channels or taking on more responsibilities within the marketing department
ASSUMPTION: This role offers a unique blend of strategic and tactical responsibilities, providing an ideal environment for a mid-level marketing professional to grow and develop their skills.
📝 Sample Projects
- Developing and executing a targeted email campaign to re-engage inactive Peetnik Rewards members
- Analyzing member behavior data to identify trends and opportunities for personalized messaging and offers
- Collaborating with the design team to create visually appealing and on-brand creative assets for campaign emails
ASSUMPTION: These sample projects illustrate the range of responsibilities and required skills for this role, demonstrating the need for a strong blend of analytical, creative, and communication skills.
❓ Key Questions to Ask During Interview
- Can you describe the typical lifecycle & CRM calendar and how this role fits into the overall marketing strategy?
- How does this role collaborate with other teams, such as design, product, and retail operations, to ensure alignment on objectives and creative assets?
- What are the most significant challenges facing the Peetnik Rewards program, and how can this role help address them?
- How does Peet's Coffee support the professional growth and development of its marketing team members?
- What is the company's approach to work-life balance, particularly for hybrid workers?
ASSUMPTION: These questions demonstrate a strong understanding of the role and its context within the broader marketing department and company, signaling to the interviewer that you are a thoughtful and engaged candidate.
📌 Next Steps for Applicants
To apply for this position:
- Submit your application through this link
- Tailor your resume and cover letter to highlight your CRM, lifecycle marketing, and data analysis experience, as well as your passion for coffee and tea
- Prepare examples of successful campaigns you've developed and executed, emphasizing your ability to drive results
- Follow up with the hiring manager one week after submitting your application to express your continued interest in the role
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
