CJ COFFAROBRAND & GROWTH LEADERSHIP

03 / Chai Vision · Team design & succession

Build the team.
Not a dependency on one person.

Strategic leadership & oversight

Seven brands needed coordinated execution, clear ownership and a stronger bench of operators.

How I organized the work

20+ team / 7 brandsAt my departure
Shared brand & commercial direction
01

Brand

Positioning
Creative
Community

02

Growth

Acquisition
Lifecycle
Channel alignment

03

Operations

Roles & priorities
Forecasting
Vendors & delivery

Weekly syncsDaily async decisions

A simplified view of the operating approach, not a formal reporting-line chart.

The decisions I led

Make ownership clear. Develop people. Create continuity.

  • Built the remote marketing organization and cross-brand pods.
  • Aligned product, marketing and CRO roles with specialists, forecasts and vendors.
  • Led affiliate, influencer, PR, social and community work across Amazon Levanta, TikTok and DTC.
  • Restructured growth, brand and general responsibilities to reduce dependence on me.

Outcome A team of 20+ across seven brands, with clearer responsibilities and a structure designed for continuity.

Leadership, in one person’s progression

Grow the operator.
Then grow the responsibility.

Executive assistantMarketing Manager

I developed and promoted them before I left. They later progressed to Lifecycle Marketing Manager.