Overview
At CHAGEE, we’re awakening a tea movement. Grounded in authentic heritage, fueled by cutting-edge innovation, and crafted to nourish body and spirit.
[This is not bubble tea. We are not café culture]
This is tea, reborn. Rooted in history. Reinvented for the modern world.
The Modern Teahouse is a new third place - authentic, refined and imaginative. An artisanal space that nurtures with a quiet devotion to care, connection, and well-being. CHAGEE Modern Teahouses are some of the most beautiful spaces across Asia, and we are starting our expansion in North America. This experience should blend seamlessly in the online space with our website, app and loyalty program. Not to mention every other digital touchpoint as we develop programmatic marketing capabilities.
The Digital Marketing Lead is responsible for owning CHAGEE’s end-to-end digital strategy to drive awareness, acquisition, conversion, and retention. This role oversees SEO/SEM, performance marketing, website and app user experience, digital partner channels, and data-driven optimization.
You’ll be responsible for our digital presence end-to-end, the full online-to-offline (OMO) strategy. The ideal candidate brings experience in startup environments, can move from 0→1, and has proven they can scale brands through data-driven and customer-centric approaches.
Key Responsibilities
1. Digital Strategy & Planning
- Own the overall digital marketing strategic plan to achieve CHAGEE’s growth and performance goals.
- Translate brand priorities, product launches, and loyalty initiatives into integrated digital campaigns.
- Manage digital budget allocation across paid, owned, and earned channels for optimal ROI.
2. Performance Marketing & Acquisition
- Lead SEO & SEM strategy to increase qualified traffic to CHAGEE’s website and app.
- Plan, execute, and optimize paid social, search, display, and retargeting campaigns.
- Manage acquisition funnels from awareness through conversion, including A/B testing of creative, landing pages, and CTAs.
3. Owned Digital Channels
- Oversee website content and UX to ensure it is optimized for discoverability, engagement, and conversion.
- Own app engagement content and UX in collaboration with Product Lead (for features) and Loyalty Lead (for member campaigns).
- Coordinate digital storefronts and content for delivery partners (e.g., menu listings, promotional placement).
4. Cross-Functional Campaign Integration
- Partner with Product Lead to promote menu product and program launches through digital campaigns.
- Partner with Loyalty Lead to amplify loyalty program acquisition and engagement through targeted digital activations.
- Ensure consistent storytelling, visual identity, and brand voice across all digital touchpoints.
5. Analytics & Optimization
- Own digital marketing KPIs and reporting dashboards.
- Monitor CAC, ROAS, traffic quality, and conversion rates, implementing continuous improvements.
- Analyze customer journey data to identify drop-off points and new growth opportunities.
Required Experience
- At least 12+ years of experience in digital marketing, preferably in multi-location retail or F&B.
- Proven track record in SEO/SEM, paid media, and CRO.
- Experience managing web/app UX and collaborating with product and design teams.
- Strong analytical skills with proficiency in tools like Google Analytics, Data Studio, and ad platform dashboards.
- Familiar with OMO, building online journeys that seamlessly translate to in-store experiences
- Excellent cross-functional collaboration skills and ability to translate business goals into digital strategies.
Leadership & Growth
- Strong people leader with a track record of hiring and developing top talent
- Experience working cross-functionally with creative, engineering, and global teams
- Demonstrated success building brands from 0→1 and scaling at least 10x
Ideal Candidate Will Be...
- Strategically sharp and brand-led with deep technical literacy
- Lives in the middle of high level strategy and hands-on delivery
- A doer with strong startup instincts—comfortable in ambiguity and speed
- A natural team builder who thrives in cross-functional environments
- Passionate about the intersection of brand, tech, and retail
- Data-driven, creative, and customer-obsessed
Top Skills
What We Do
CHAGEE is a leading international tea beverage company guided by the vision to connect everyone through a good cup of tea. The brand first started in 2017 in the hometown of tea, Yunnan, China, and has since expanded to over 6,000+ stores globally.
As we embrace innovation and introduce a modern twist to traditional tea culture, we remain committed in preserving the true tea taste and only use fresh dairy and real tea leaves in all our beverages. Our teas also contain 0 creamer and 0 trans-fatty acids.
