This job contributes to Starbucks success by developing the overall vision and strategic plan for marketing by integrating and prioritizing the marketing communication, category and digital strategies with the business unit operating plan to drive alignment with business unit priorities and to ensure brand fit and growth and significant customer and financial returns.
Effectively leads communication, category and digital brand teams or contractors and develops direct reports and brand team members. Leads strategic and tactical alignment with Starbucks Corp regional team on integrated plans and tactical executions.
Models and acts in accordance with Starbucks guiding principles
Summary of Key Responsibilities
Responsibilities and essential job functions include but are not limited to the following:
- Leadership – Setting goals for the work group, and modeling how we work together:
- Identifies and communicates key responsibilities and practices to ensure the immediate team of direct reports promotes a successful attitude, confidence in leadership, and teamwork to achieve business results and respective functional strategies.
- Supports the implementation of Company programs, procedures, methods and practices to promote Starbucks key messages and achieve a competitive advantage.
- Leads cross-functional alignment on marketing strategies across leadership team.
2. Planning and Execution – Leading the development of the integrated strategic and operational plans for the marketing work group, managing execution, and measuring results:
- Leads the development and individual plans for all marketing disciplines – marketing communication, category and digital & loyalty that maintain and enhance Starbucks culture and internal and external reputation, build trust in the Starbucks brand, position the Company as the global coffee expert and generates increased demand for the brand.
- Lead the development of the annual operating plan and budget for all marketing. Leads and enables functional leaders on the development and execution of the rolling 12 to 18-month go-to-market brand and promotion communication, all category & product, and digital & loyalty programs. Prioritize and balance all plan into a cohesive integrated marketing plan that drive sales, transactions and support the key brand differentiators.
- Evaluates, plans and manages department processes and practices to ensure that programs are aligned with company business goals and objectives.
- Evaluate potential business partnerships, negotiate alliances and manage ongoing relationship with alliance partners, including measurement of operating performance and delivery of shared business objectives.
3. Business Requirements – Providing functional expertise and executing functional responsibilities:
- Provides brand clarity by building an understanding of the key brand differentiators, articulating framework for category and portfolio growth, identifying strategic roadmap for digital and loyalty evolution while translating global strategies into local relevance, brand guardrails and guidelines.
- Continuously evaluates and adjust all marketing communication, category and digital & loyalty strategies, plans and promotional programs to meet changing market and competitive conditions.
- Manage ALL brand, promo and category communication process, providing input to consumer positioning, creative brief development, all-agency creative briefing. Evaluates creative concepts and final execution against the strategy. Effectively provides creative feedback. (Communication JD)
- Leads development of performance measures, tracks performance, and reports results achieved.
4. Partner Development and Team Building – Providing partners with coaching, feedback, and developmental opportunities and building effective teams:
- Challenges and inspires team members to achieve business results.
- Conducts and ensures the completion of performance reviews.
- Ensures partners adhere to legal and operational compliance requirements.
- Oversees training and development of partners directly and indirectly managed and makes effective staffing decisions.
- Provides coaching, direction and leadership support to team members in order to achieve partners, business and customer results
- Provide meaningful and actionable feedback to partners on a regular basis.
- Develop core skills and capabilities that allow partners to be successful today and grow for the future.
Summary of Key Experience
- Bachelor’s degree in business administration – Marketing, Advertising and/or Communications
- Progressive leadership experience Brand, Communication and Product / Category Management, 5 -8 years
- Leading cross-functional teams in the execution of complex, multi-year project, 5-8 years
Summary of Key Skills and Abilities:
-Strong Strategic Thinking
- Analytical and Creative Acumen – Transforming consumer insights into problem-solve actionable strategies
- Strong Presentation and Communication Skills – Clearly and Concisely, both orally and in writing
- Ability to speak, read and write in Spanish and English
- Ability to collaborate, reach consensus and resolve issues
Leadership Competencies
Setting Direction
- Establishes and communicates a compelling and inspired vision, creates competitive winning strategies and plans, ensures department strategies are aligned with company strategies
Leadership Courage
- Willing to take a managed risk to drive the business forward
Creating the Environment
- Develops a positive, respectful, productive and professional work environment
Building and Maintaining Relationships
- Establishes positive connections with others so as to facilitate the attainment of business results
Developing for the Future
- Continuously develops the competencies of both self and others
Organizational Savvy
- Understands and effectively leverages the organization to accomplish business and unit goals
Achieving Measurable Results
- Consistently exceeds goals, dedicated to exceeding the expectation of internal and external customers
Skills Required
- Bachelor’s degree in business administration, marketing, advertising, or communications
- 5–8 years of progressive leadership experience in brand, communications, and product or category management
- 5–8 years leading cross-functional teams in the execution of complex, multi-year projects
- Strong strategic thinking
- Analytical and creative acumen, including translating consumer insights into actionable strategies
- Strong presentation and written and verbal communication skills
- Ability to speak, read, and write in Spanish and English
- Ability to collaborate, reach consensus, and resolve issues
What We Do
Baristas del Caribe, LLC is a Puerto Rican company that operates Starbucks stores across Puerto Rico under a strategic licensing agreement. It manages the local retail operation, bringing Starbucks coffee, handcrafted beverages and food to customers while developing the chain’s presence in island communities. The company describes its purpose as creating connections in Starbucks stores across Puerto Rico and supports experiences for customers and opportunities for its employee-partners.
