Sweetwaters Coffee & Tea - Director of Marketing
The Andrews Group
Marketing & Communications
Ann Arbor, MI, USA
Posted on Nov 22, 2025
About Sweetwaters Coffee & Tea
Sweetwaters Coffee and Tea was founded over 30 years ago and is a loved and recognized premier coffeehouse which maintains a community connection within each cafe. Based in Ann Arbor, Michigan we are committed to providing globally inspired, real ingredient focused beverages and food, delivering exceptional guest experiences, and dedicated to providing our franchise partners with the tools and support needed to thrive in the competitive coffee industry. As a strong, leading brand and dynamic, minority owned, women-led company we have close to 40 locations in 12 states and continue to grow across the nation.
Our mission in every Sweetwaters cafe is to Make Our Guest’s Day™. How do we do this? We have a company culture and team of people that love what they do every day! Join us and contribute to a company that is based on fun, innovation, and camaraderie.
Position Overview
As the Director of Marketing, you will lead the development and execution of innovative marketing strategies that drive brand growth, increase sales, enhance customer engagement, and increase awareness. You will work closely with franchise owners, home office teams, and external partners to ensure cohesive messaging and a unified brand presence across all platforms.
Key Responsibilities
● Strategic Planning: Develop and implement comprehensive marketing strategies and plans to promote our coffee, tea and food products, ensuring alignment with overall business goals.
● Brand Management: Maintain and enhance brand identity through consistent messaging, visual standards, and customer experience across all franchise locations.
● Market Research: Conduct market analysis to identify trends, customer preferences, and competitive positioning. Utilize insights to inform marketing strategies nationally and locally.
● Digital Marketing: Oversee the development of digital marketing including social media, mobile/email marketing, advertising, SEO, and website management to enhance local and online presence and engagement.
● Promotional Campaigns: Design and execute promotional campaigns, seasonal offerings, loyalty and local store programs that drive customer acquisition and retention.
● Collaboration: Work closely with franchisees to support local marketing efforts and ensure alignment with national strategies. Provide local store marketing initiatives, programs, training and resources to enhance their marketing capabilities.
● Budget Management: Develop and manage the marketing budget, ensuring effective allocation of resources to maximize ROI on marketing initiatives.
● Analytics and Reporting: Monitor and analyze marketing performance metrics, adjusting strategies as needed based on data insights and feedback.
● Team Leadership: Lead and mentor the marketing team, agencies and contractors fostering a collaborative environment that encourages creativity and professional growth.
Qualifications
● Education: Bachelor’s degree in Marketing, Business Administration, or a related field. MBA preferred.
● Experience: 12+ years of marketing and brand management, with a focus on franchise marketing and local market development.
o Franchise experience in food is preferred.
o Proven track record in strategic planning and execution.
● Skills:
o Strong leadership and team management abilities.
o Excellent written and verbal communication skills.
o Proficiency in digital marketing tools and analytics.
o Creative problem-solving and negotiation skills and ability to think strategically.
o Healthy on-going collaboration with operations & internal teams for implementation and increased sales performance
o High level of emotional intelligence
o Familiarity with coffee and tea market trends is a plus.
● Expertise in:
o Developing marketing strategy and implementation which increase sales and guest retention
o Digital platforms used for advertising (META, Google etc.) & Point of Sale systems (Toast, Square, Clover etc.)
o Food industry trends and forecasting and quickly translating this information into actionable plans
Benefits
● Competitive salary and performance-based bonuses.
● Health insurance.
● Retirement plan with company match.
● Paid time off and holidays.
● Employee discounts on products.
This position offers a unique opportunity to shape the marketing direction of a beloved brand within the coffee and tea industry. If you are passionate about building brands and driving customer engagement, we encourage you to apply!
We are an Equal Opportunity Employer. Applicants for all job openings are welcome and will be considered without regard to race, gender, age, national origin, color, religion, disability, sexual orientation, military status, or any other basis protected by applicable federal, state, or local laws.