Marketing Manager

Job Description: Marketing Manager

Location:
Nashville, TN

Department:
Marketing

Reports to:
CEO

Direct Reports:
Creative Marketing Specialist

Job Summary

The Marketing Manager plays a key role in representing the mission and values of The Well Coffeehouse & Roasters by communicating our story, elevating our brand, and driving measurable growth across e-commerce, retail, and wholesale channels.

This role works closely with leadership, operations, roasting, and external partners to highlight the quality of our coffee and the impact behind it. A major part of this position is leading our marketing strategy while managing the storytelling and execution of our clean water impact projects around the world.

Our Mission

At The Well Coffeehouse & Roasters, our mission is to "Turn Coffee Into Water." Every cup of coffee and every bag we roast fuels clean water projects, bringing health and dignity to people in need.

This mission shapes everything we do, from how we source and roast to the experiences we create in our cafés and online. The Marketing Manager helps bring this mission to life through strategic storytelling, creative campaigns, e-commerce growth, and direct management of our water impact projects in partnership with our global water partners.

Key Responsibilities

Brand and Messaging

• Champion the brand across all platforms with a clear, consistent, and mission-aligned voice

• Develop campaigns and content that grow awareness, build loyalty, and drive engagement

• Ensure consistency in tone and message across retail, wholesale, digital, and physical touchpoints

• Support storytelling through packaging, in-store visuals, and digital experiences

Marketing Strategy and Campaign Execution

• Create and execute integrated marketing strategies in collaboration with leadership and partners

• Plan and manage campaigns for seasonal products, store openings, wholesale initiatives, and impact projects

• Align marketing initiatives with organizational goals for growth and revenue

• Track performance and refine strategies to achieve key results

Digital, POS, and E-Commerce

• Lead and grow e-commerce as a primary revenue channel

• Manage and optimize digital storefronts and ordering platforms including Shopify, Toast, and Square

• Execute marketing campaigns that drive traffic, conversion, and subscription growth

• Ensure product listings and promotions are accurate, compelling, and optimized for sales

• Use Klaviyo, SEO, and paid media to expand reach and retention

• Plan and execute seasonal promotions, product launches, and targeted campaigns

• Track analytics and adjust strategies to meet e-commerce revenue goals

Wholesale and Roaster Marketing

• Partner with roasting and wholesale teams to build campaigns that highlight sourcing and quality

• Create marketing assets and tools for wholesale partners

• Support new product launches and partnerships that grow brand reach

Creative and Brand Assets

• Oversee creative direction and collaborate with the Creative Marketing Specialist on content, design, and packaging

• Maintain strong brand standards across all marketing channels

• Develop innovative ways to communicate the brand visually and verbally

Mission and Impact Storytelling

• Manage and execute water impact projects in collaboration with our global water partners

• Share the story of "Turning Coffee Into Water" through campaigns, digital storytelling, and in-store experiences

• Integrate mission messaging into marketing initiatives to build connection with customers and partners

• Support events and partnerships that align with the mission without being the primary owner of local community engagement programs

• Highlight global water impact in a way that inspires and mobilizes customers

Internal Communications and Collaboration

• Work closely with store and roastery teams to align on promotions, launches, and messaging

• Equip internal teams with clear communication tools that support a consistent guest experience

• Collaborate across departments to support both operational priorities and long-term growth strategies

Qualifications and Skills

• Three to five years of marketing or brand management experience, preferably in specialty coffee, hospitality, or mission-driven organizations

• Proven ability to grow e-commerce revenue and manage digital storefronts

• Strong understanding of digital marketing, SEO, content strategy, and campaign execution

• Proficiency with Shopify, Toast POS, Square, Klaviyo, and major social media platforms

• Excellent written and verbal communication skills

• Strong project management and collaboration skills

• Passion for mission-driven work and authentic storytelling

Why The Well

Joining The Well Coffeehouse & Roasters means being part of a team that believes coffee can create real impact. We are a mission-driven, growth-oriented organization that blends craft coffee excellence with global generosity, building something bigger than ourselves one cup at a time.