Director, Global Brand

Brew Crew Opportunity The Global Brand Director at The Coffee Bean & Tea Leaf is a strategic, hands-on leader responsible for elevating, protecting, and evolving our global brand. Acting as the brand guardian, this individual develops the frameworks, systems, and tools that ensure the brand is consistently expressed with excellence across every customer touchpoint and market. This role owns the “single source of truth” for brand standards, governance, and compliance—and drives cross-functional alignment to deliver world-class, on-brand experiences. With a bias toward action, a startup mindset, and a passion for brand building, the ideal candidate thrives in ambiguity, is deeply curious about emerging trends, and is not afraid to challenge the status quo to move the brand forward. Key Responsibilities In this role, you will: Brand Governance & Strategy Serve as the global brand guardian, maintaining and evolving brand standards to ensure consistency, clarity, and impact across all markets and media. Develop and manage a comprehensive brand governance system—including guidelines, toolkits, and training platforms—for internal and external teams. Own the centralized “single source of truth” for brand assets, visual identity, tone of voice, and application. Provide vision, direction, and inspiration to both internal teams and external partners, ensuring brand strategy translates into action at every level. Cross-functional Brand Alignment Act as the brand’s internal ambassador, embedding brand principles into all key functions including Product Development, Retail Ops, Digital, and Store Design. Drive alignment across international markets and cross-functional teams to ensure consistent, customer-first brand experiences across all platforms and markets. Influence senior stakeholders and cross-functional leaders to champion and uphold brand principles, fostering a culture of brand ownership across the organization. Agency & Vendor Management Lead strategy, relationship management, and performance for creative, branding, and design agencies. Drive clear briefing, scope definition, and delivery standards that result in high-impact, on-brand creative. Build a culture of collaboration, creativity, and accountability in all external partnerships and agency interactions. Creative Services & Design Oversight Oversee internal Design Studio (in-house creative team) to ensure cohesive brand representation across all channels. Establish efficient creative workflows and brand QA processes that support speed, scale, and quality. Inspire and mentor internal creative teams to achieve high standards, fostering innovative thinking while maintaining brand consistency. Your Ingredients Bachelor’s degree in Marketing, Design, Business, or related field; Minimum of 10years of experience in brand management, ideally with global exposure. Demonstrated leadership and ability to inspire teams and drive brand excellence across multiple markets. A passion for brand building and deep respect for the craft of storytelling, design, and customer experience. A bias toward action and a hands-on approach—you're equally strategic and executional. A startup mindset—entrepreneurial, resourceful, resilient, and fast-moving. Comfortable navigating ambiguity and complexity; you bring clarity and structure where others see chaos. Curious and trend-aware, constantly scanning culture, consumer behavior, and the marketplace to inform brand evolution. Excellent cross-functional collaboration and communication skills, with the ability to influence and inspire across levels and teams. A global mindset and sensitivity to cultural nuance in brand execution. Performance & Rewards At The Coffee Bean & Tea Leaf, we embrace a high-performance culture that rewards and encourages our values of teamwork, ownership, and respect for one another. Our ‘FROTH’ VALUES We believe in the fundamental truths that guide us through our daily lives: F RIENDLINESS - We go above and beyond in everything we do. Friendliness and customer-centricity is embedded in our culture. R ESPECT - We are inclusive and honour each other’s values, opinions and diversity. O WNERSHIP - We take ownership and accountability for our individual, team and business results, every day. T EAMWORK - As a team, we collaborate, innovate, and leverage our diverse strengths to grow the business. H ONESTY - We live up to the highest levels of integrity by being truthful and transparent with each other, the business and ourselves. At The Coffee Bean & Tea Leaf, we are a global company committed to representing the neighborhoods we serve. We welcome all to apply to our Brew Crew and we value the impact of diversity on our culture and in our work. #J-18808-Ljbffr