Excelsa Coffee | San Diego, California
The Opportunity
Excelsa Coffee is not another coffee company competing in a crowded market. We are helping create an entirely new category within coffee.
Excelsa is the third commercially relevant species of coffee: distinctive, delicious, drought-tolerant, and capable of supporting greater biodiversity and climate resilience within the coffee industry.
As one of the original companies bringing Excelsa to market, particularly in the United States, we have the opportunity and responsibility to help define how people understand, experience, and value this species.
We are looking for a Marketing Coordinator who is willing to take the not-obvious path, learn quickly, wear many hats, and help turn an important and complex story into something customers can understand and love.
This is category creation. The goal is not to imitate established coffee brands, but to help introduce a new species of coffee to the world through education, storytelling, experience, and delight.
The Role
The Marketing Coordinator will help organize and execute marketing across the Excelsa Coffee ecosystem.
You will work closely with our executive team, café and experience team, sales organization, farmers, supply-chain partners, and outside creative resources. You will help identify meaningful stories across the company and translate them into clear, compelling customer communication.
The role requires creativity, strong judgment, organization, and a willingness to use emerging tools responsibly. Artificial intelligence should help increase output, improve efficiency, and accelerate experimentation without replacing accuracy, originality, or a genuine human voice.
Every customer touchpoint should reinforce that Excelsa is not simply another roast or origin. It is a different species of coffee and a meaningful expansion of what coffee can become.
Key Responsibilities
Content and Social Media
- Manage the company’s content calendar across Instagram, TikTok, email, e-commerce, and other customer-facing channels.
- Capture, organize, edit, and publish content from the café, warehouse, farms, travel, events, product development, and customer experiences.
- Create content that is educational, visually engaging, relevant, and enjoyable.
- Maintain a consistent voice while adapting content for each platform.
- Turn daily company activity into meaningful stories about Excelsa, flavor, biodiversity, agriculture, supply chains, and category creation.
- Use AI-supported tools responsibly for ideation, editing, repurposing, organization, and production.
- Track performance and use results to improve future content.
Category Education and Storytelling
- Help explain what Excelsa is, how it is different, and why it matters.
- Translate agricultural, environmental, scientific, and supply-chain information into approachable customer communication.
- Ensure marketing presents Excelsa as a distinct species, not simply another coffee product.
- Develop campaigns that educate through curiosity, storytelling, experience, and delight.
- Avoid generic coffee language and creative approaches that cause Excelsa to disappear into a crowded market.
- Verify claims and AI-assisted content for accuracy.
- Find original ways to communicate the significance of the company’s work.
Email and Customer Communication
- Manage and grow the company’s email subscriber list.
- Coordinate and distribute weekly customer emails.
- Develop campaigns around products, education, events, farm updates, company milestones, café experiences, and releases.
- Improve customer engagement, retention, and repeat purchasing.
- Use automation and AI-supported tools to improve efficiency while keeping communication thoughtful and human.
E-Commerce and Digital Coordination
- Support the management of the Excelsa Coffee website and e-commerce storefront.
- Keep product descriptions, educational materials, imagery, promotions, and messaging current.
- Coordinate marketing across the web store, Amazon, café, and other sales channels.
- Support launches, seasonal campaigns, promotions, bundles, and customer-acquisition initiatives.
- Help improve the customer journey, presentation, conversion, and overall experience.
- Support occasional paid digital campaigns and small creative tests when appropriate.
Customer Experience and Service
- Help coordinate customer service across the web store, Amazon, café, social media, and other touchpoints.
- Respond to customer questions with accuracy, warmth, curiosity, and professionalism.
- Turn recurring customer questions into stronger educational and marketing content.
- Help create a consistent experience wherever customers encounter Excelsa Coffee.
- Use responsible automation to improve response speed and organization while preserving human oversight.
Cross-Functional Coordination
- Work with the Experience Lead to promote and document events, tastings, warehouse experiences, and community activations.
- Coordinate with the executive team to capture stories from travel, farms, supply-chain development, partnerships, and company milestones.
- Work with sales and management teams to elevate wholesale partnerships, customer wins, and market feedback.
- Coordinate photographers, videographers, designers, creators, agencies, freelancers, and other outside resources.
- Help move projects from idea to execution with clear timelines, assets, ownership, and follow-through.
- Maintain organized libraries of photography, video, customer testimonials, farm stories, and educational materials.
Who You Are
You are curious, adaptable, resourceful, and willing to grow alongside an emerging company and category.
You are comfortable learning by doing, asking intelligent questions, experimenting responsibly, and finding a path when the obvious playbook does not exist.
You are someone who:
- Believes marketing can educate and delight at the same time.
- Is excited by the opportunity to introduce something genuinely new.
- Can move between creative thinking and detailed coordination.
- Is willing to write an email, organize a shoot, respond to a customer, update a product page, film a video, coordinate an event, and review results.
- Is curious about AI while valuing judgment, accuracy, taste, and original thinking.
- Takes initiative and follows projects through to completion.
- Can manage multiple priorities in a fast-moving environment.
- Wants responsibility, feedback, mentorship, and room to grow.
- Is more interested in building something original than maintaining something established.
Preferred Experience
- Experience in marketing, communications, social media, content creation, e-commerce, hospitality, consumer products, or a related field.
- Strong written and verbal communication skills.
- Familiarity with Instagram, TikTok, email marketing, content scheduling, and basic performance reporting.
- Experience with Shopify, Amazon, Canva, Adobe, Klaviyo, Mailchimp, or similar platforms is helpful.
- Basic photography, video capture, or editing ability is valuable.
- Strong project-management and organizational skills.
- Interest in coffee, agriculture, biodiversity, climate resilience, food systems, hospitality, or regenerative business is strongly preferred.
Curiosity, learning speed, judgment, and ownership matter more than a perfect résumé.
What Success Looks Like
Success means more people understand that Excelsa is a distinct species of coffee and can clearly explain why it matters.
It means our content becomes more consistent, customer communication becomes more thoughtful, and the work happening across our farms, supply chain, café, warehouse, events, and partnerships becomes visible and memorable.
Most importantly, it means helping establish Excelsa as a category rather than allowing it to become lost as another product within the conventional coffee market.
Why Join Excelsa Coffee
Category creation opportunities are rare.
You will work directly with company leadership, interact with nearly every function of the business, and develop skills across content, e-commerce, customer experience, events, storytelling, technology, and marketing strategy.
The role will evolve as the company grows. The person who succeeds will gain meaningful ownership and help shape how an emerging coffee species is understood in the United States and around the world.
We are not looking for someone who wants to market another coffee company.
We are looking for someone who wants to help bring a new category to the world.
