Senior Marketing Manager

Location: New York, NY

Company: Luckin Coffee

Reports to: Director of Marketing

About the Role

Luckin Coffee is looking for a Senior Marketing Manager to lead integrated campaign planning and execution across the U.S. market. This person will play a key role in bringing campaigns and product launches to life across all customer touchpoints — from digital, social, app, in-store marketing, partnerships, and brand moments.

This role is ideal for someone who is both strategic and hands-on: a marketer who understands how to build brand love, drive traffic and app engagement, support product launches, and connect the full customer journey from awareness to conversion.

The ideal candidate has strong experience in integrated marketing, digital marketing, branding, and product marketing, and preferably comes from coffee, QSR, food & beverage, or lifestyle consumer brands.

Key Responsibilities

1. Integrated Campaign Planning & Execution

●Lead end-to-end planning and execution of seasonal and monthly product, brand, and store-level campaigns in the U.S.

Build integrated marketing plans across all key touchpoints, including organic social, influencer, app, paid media, PR, partnerships, in-store, and OOH when relevant.

●Ensure campaigns are delivered on time, on brand, and aligned with business priorities and launch calendars.

●Translate brand and business goals into clear campaign briefs, timelines, messaging, and deliverables.

2. Product & Go-to-Market Marketing

●Partner cross-functionally with operations, product, growth, creative, and HQ teams to support new product launches and limited-time offers.

●Develop strong go-to-market strategies that connect product insights, customer relevance, pricing/value messaging, and channel execution.

●Help shape how Luckin Coffee’s product innovation is communicated in a compelling, locally relevant way for the U.S. market.

3. Brand Building

●Support the development and consistency of Luckin Coffee’s brand positioning, messaging, and voice in the U.S.

●Ensure all campaigns and consumer-facing touchpoints reflect a clear and differentiated brand identity.

●Identify opportunities to increase brand awareness, relevance, and cultural resonance with local audiences.

4. Digital Marketing Leadership

●Bring strong knowledge of digital marketing channels and customer funnel strategy, from awareness through conversion and retention.

●Collaborate with social, growth, and app teams/agencies to ensure campaigns are connected across channels and optimized for performance.

●Use digital insights, customer behavior, and campaign results to improve effectiveness over time.

5. Cross-Functional Project Management

●Serve as a key project lead across internal teams, external partners, agencies, and HQ stakeholders.

●Keep campaign workstreams organized, proactively manage timelines, and drive alignment across multiple functions.

●Ensure all stakeholders are informed and clear on goals, deliverables, dependencies, and deadlines.

6. Performance Tracking & Insights

●Define campaign KPIs and measure performance across brand and business metrics, including reach, engagement, traffic, app actions, conversion, and store impact where applicable.

●Turn results into actionable insights and recommendations for future campaigns.

●Balance creative brand thinking with commercial accountability.

Qualifications

●6–10 years of marketing experience, with strong background in integrated marketing, brand marketing, product marketing

●Experience leading multi-channel campaigns across app and offline touchpoints

●Strong project management skills with ability to manage multiple campaigns and stakeholders simultaneously

●Experience in coffee, QSR, food & beverage, retail, consumer lifestyle, or app-driven businesses strongly preferred

●Strong understanding of digital channels including paid social, app marketing, influencer, and content ecosystems

●Experience working closely with creative teams and translating business goals into strong consumer-facing campaigns

●Comfortable working in a fast-paced, entrepreneurial, cross-functional environment

●Experience working with global or cross-border teams is a plus

What Success Looks Like

●Campaigns are executed seamlessly across all key consumer touchpoints

●Product launches and seasonal moments are brought to market with strong clarity, speed, and impact

●Brand and performance goals are both reflected in campaign planning and results

●Cross-functional teams are aligned, timelines are well managed, and execution quality is high

●Marketing initiatives contribute meaningfully to awareness, app engagement, social media awareness and store traffic