Director of Digital Marketing (Irvine)

Overview

At CHAGEE, were

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 caf 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 CHAGEEs 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.

Youll 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 01, 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 CHAGEEs 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 CHAGEEs 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 01 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 instinctscomfortable 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