Counter Culture Coffee logo

Counter Culture Coffee

Director of Digital Marketing

MARKETING & E-COMMERCE – Durham, North Carolina
Employment Type Full-Time
Minimum Experience Experienced


                                                                                CounterCultureLogoJobs_NEW (1).png


Counter Culture Coffee was founded in 1995 and is headquartered in Durham, NC, with regional offices in 12 major cities across the country.  Counter Culture Coffee has been continuously innovating in the coffee industry and we’re looking for passionate, dynamic, diverse team members to help us expand our efforts.

Counter Culture Coffee is:


Quality Coffee | We continue to cultivate relationships with growers and organizations around the world in order to build trust, improve quality, and foster transparency.


Education | We believe the pursuit of coffee perfection includes educating ourselves, our partners, and our customers about the coffee supply chain and the best methods of preparation.


Sustainability | Our commitment to affecting positive change in every community to which we are connected is driven by our belief that we can–and should–always strive to improve upon the present.


Transparency | We are committed to sustainability and holding ourselves and our peers accountable for creating a more sustainable future of coffee.


Job Overview:

The Counter Culture Director of Digital Marketing is responsible for creating the digital strategy and developing a cohesive plan based on effective digital technologies. The ideal candidate will have an in-depth knowledge of digital marketing balanced with a keen understanding of technology/back-end solutions. We’re looking for a digital marketing expert, a thought leader who can build a digital center of excellence focused on advancing our marketing and business goals through our network of digital assets (i.e. website, e-commerce, blog, social channels, digital media and email) and create a digital suite of capabilities (i.e content creation, CRM, education platform, technology/IT). This position will need to work well with employees on other teams at Counter Culture to coordinate and execute measurably successful digital strategies that keep our business running smoothly and ensure the best consumer/customer experience. Building an effective and communicative relationship with the senior leadership team is critical. Flexible work hours are required for this position.


Job Duties:

  • Develop and own the digital strategy for all digital marketing and digital experience optimization efforts.

  • Responsible for managing and maximizing our suite of digital assets inclusive of paid media with a strong focus on engagement, growth, retention and ROI.

  • Responsible for managing e-commerce sales channels (owned + Amazon) in alignment with Counter Culture’s growth strategy and sales goals. 

  • Create and execute a digital testing plan for paid media channels, email, social and for website conversion optimization. 

  • Manage all digital marketing channels (i.e. website, blog, social media, digital media and email) for brand consistency (both creatively and tone of voice) and deliver a seamless end-user experience. 

  • Create a digital suite of capabilities focused on relevant and engaging content creation, e-commerce strategy and functionality, CRM and technology/IT solutions. 

  • Coordinate with all internal/external stakeholders to ensure all online marketing B2C efforts are managed successfully, provide a positive ROI and deliver a high degree of customer satisfaction.

  • Regularly review and analyze data (i.e. Google Analytics) and provide strategic recommendations that help improve digital media buys, website engagement/conversion and content creation.

  • Monitor competitor activity and conduct ongoing competitive analysis that inform strategic recommendations for Counter Culture’s continued success within the digital space.  

  • Manage a high-functioning internal team (Content, IT, Customer Support) and agency partners to exceptional performance through measurable KPIs and recommend opportunities for growth.

  • Be the digital expert for Counter Culture, providing ongoing thought leadership and creative solutions that align with marketing and sales priorities. 


  • 5+ years of business experience with a strong record of success in digital marketing

  • Strongly KPI oriented with focus on acquisition, conversion, ROI

  • Exceptional knowledge of digital marketing strategies (i.e. paid media, SEO, email, content, social media, CRM) and online platforms/technologies (Shopify+, Netsuite, ZohoOne)

  • Strong proficiency in Google Analytics, data analysis and optimization

  • Strong digital acumen with proficiency in digital trends and best practices

  • Experience managing a team, developing performance plans and identifying opportunities for growth

  • A high aptitude for communication, organization, and task prioritization; proven track record of managing multiple projects with competing priorities

  • Team player; ability to get into the weeds, develop scrappy solutions and execute flawlessly in a fast-paced environment

  • Available for full-time employment without the possibility of conflicts created by other jobs or businesses

  • Available to work a flexible schedule to include periodic weekend and off-hours work

  • A willingness to be challenged and an eagerness for professional education and growth

  • A passion for the specialty coffee business and a high level of coffee expertise a plus


90-Day Goals:

  • Deliver a comprehensive digital strategy that aligns with key priorities and company growth strategy

  • Lead the development and launch of a new website in Q4

  • Develop and manage a digital scorecard that tracks performance of all digital assets and utilize results to inform strategic recommendations that improve performance in accordance with annual goals

  • Satisfactory completion of onsite Counter Culture Coffee orientation

  • Effective demonstration of the ability to work without supervision and with other team members

  • Effective demonstration of the ability to complete required tasks in a timely and efficient manner

  • Effective demonstration of the ability to communicate with senior leaders and follow directions

  • Completion of at least three Counter Intelligence labs


Benefits: Currently, the offered benefits include: group health (medical, dental and vision), available the first of the month after 30 days of employment; Flexible Spending Accounts for Healthcare and for Dependent Care; short- and long-term disability; life insurance; 401(k) program; paid time off; six company holidays. 


Counter Culture Coffee is an Equal Opportunity Employer in both policy and practice.

Counter Culture Coffee assesses candidates for employment based on their knowledge, skills, and abilities to perform the job for which they are applying and without regard to any non-job related category as protected by federal, state or local law.


Finalist candidates for employment will be required to pass a reference check process, successfully complete a post-offer/pre-employment criminal background check, and demonstrate USA employment eligibility (per federal and state law, Counter Culture Coffee participates in the federal E-Verify program).


Thank You
Your application was submitted successfully.
Apply for this Job
  • Location
    Durham, North Carolina
  • Department
  • Employment Type
  • Minimum Experience
  • Powered by