Marketing Officer

Role Overview

The Marketing Officer will drive the roastery’s brand presence, craft compelling narratives around our coffee philosophy, and grow a vibrant community of coffee enthusiasts in line with our values: quality, consistency, transparency, and sustainability. This role is key in ensuring Roots by Earth is not just seen as a roastery, but as a cultural hub for specialty coffee in the region.

Key Responsibilities

1. Brand Strategy & Positioning

Develop and execute a yearly marketing strategy aligned with Roots by Earth’s mission and business goals.

Strengthen the brand identity to reflect “From Soil to Soul” across all platforms.

Identify unique selling points of the roastery (e.g., direct trade, roasting philosophy, barista trainings) and communicate them effectively.

2. Content Creation & Storytelling

Develop high-quality content for social media, website, newsletters, and printed materials (photos, videos, reels, blogs).

Collaborate with photographers, videographers, and graphic designers to ensure all visuals reflect the premium and sustainable tone of the brand.

Craft storytelling campaigns around origins, coffee farmers, sustainability practices, and events to engage the coffee community.

3. Community Engagement

Build and maintain relationships with local and international coffee communities, industry leaders, and customers.

Plan and execute events, cuppings, collaborations, and pop-ups to position the roastery as a hub for connection and craft.

Engage with the Doha coffee community and beyond to drive awareness and loyalty.

4. Digital Marketing

Oversee all social media platforms (Instagram, LinkedIn, TikTok) to ensure consistent, on-brand, and engaging presence.

Manage paid advertising campaigns (Google Ads, Meta Ads) to increase reach and sales.

Optimize the website and e-commerce platform for SEO and user experience.

5. Partnerships & PR

Build strategic partnerships with like-minded brands, cafes, and lifestyle businesses.

Pitch and manage PR opportunities with magazines, blogs, and influencers in the specialty coffee and lifestyle space.

6. Analytics & Reporting

Monitor, analyze, and report on campaign performance, social media engagement, and customer feedback.

Use insights to refine strategies and improve ROI.

7. Retail & Product Marketing
- Assist in developing creative packaging concepts for retail coffee bags and merchandise.
- Promote seasonal coffee releases and highlight the stories behind each origin.
- Work closely with the roasting and sales team to align marketing efforts with product availability and sales targets.

Required Skills & Qualifications
- 3+ years of experience in marketing, preferably in F&B, hospitality, or specialty coffee.
- Strong storytelling and content creation skills.
- Excellent knowledge of social media platforms, trends, and analytics tools.
- Passion for specialty coffee and sustainability.
- Strong organizational and project management skills.
- Creative mindset with attention to detail.
- KPIs (Key Performance Indicators)
- Growth in social media engagement and followers.
- Number of successful events and collaborations executed.
- Increased retail coffee sales (online and in-store).
- Positive PR mentions and media coverage.
- Community feedback and engagement levels.

Ability to commute/relocate:

- Doha: Reliably commute or planning to relocate before starting work (required)

**Experience**:

- Marketing Officer: 3 years (required)

**Language**:

- English (required)

**Location**:

- Doha (required)