Retail Marketing Manager

Wakuli is on a mission to shake up the coffee industry, and our retail bars are where that mission comes to life. Three years ago, we started opening bars to further build our brand. Today, there are 19 open, with many more opening next year. And this is just the beginning.

We’re looking for a Retail Marketing Manager to ensure every customer who steps into our bars not only walks out with a great beverage, but also leaves wanting to bring Wakuli home. You’ll be the creative-commercial link between our brand, product, and operations teams, turning our growing network of retail bars into powerful brand and sales engines. Your ultimate goal: design in-store experiences and customer journeys that inspire people to make the leap from grab-and-go to brewing Wakuli at home, driving both commercial success and meaningful impact for farmers worldwide.

In this senior role (reporting directly to our Co-Founder), you’ll combine smart merchandising and brand storytelling to design experiences that drive impact. Our bars are not just about serving great coffee to-go: they're gateways to bringing specialty coffee home. When customers buy our beans, pods, and brewing equipment, they level up their daily coffee game and create the most impact for our farmer partners. That’s where the real change happens. Think of it as turning curiosity into loyalty, one shelf and one conversation at a time.

You’ll work closely with our traffic retail marketeer to boost revenue and traffic across all locations and create scalable ways to make every new bar feel like the best entry point for great coffee. You’ll be based at our roastery in Watergang, just outside Amsterdam Noord, and regularly on the road visiting our bars across the country.

While consumers are paying too much for low-quality coffee, farmers are earning below what they need to sustain their livelihoods. That's why we are all about selling the best coffee – not just in taste, but also in fair pay for the farmers we work with. Our beans are traceable to the farm and poured by us in your cup or freshly delivered at home through your mailbox. We are a no-nonsense, ambitious start-up with a profound mission: impacting the world with exciting coffee.

We are building the new coffee brand of the 21st century with a team of like-minded innovators and investors from all over the world. And we’re looking for you!

What You'll Do

• Drive growth: Create in-store experiences and visual merchandising strategies that grow average order value (AOV) through smart product placement, seasonal stories, and add-ons. You are end-responsible for driving AOV growth.
• Provide consistency: Build and maintain a strong, recognisable in-store identity that remains consistent and in line with our brand.
• Make stores shine: Analyse and improve layouts, flow, and performance to boost conversion and revenue per square meter.
• Empower our teams: Build learning tools and training materials (using our LMS and Quinyx) to help retail teams master merchandising, cross- and up-selling, and the Wakuli story.
• Bring campaigns to life: Collaborate with the Brand team to translate brand campaigns into vibrant in-store experiences across the network.
• Measure & evolve: Use data, brand audits, and customer insights to refine and level up how Wakuli shows up in-store.
• Ensure cross-team collaboration: Get things moving by bringing people on board, building trust, and making collaboration feel easy, all while keeping your eyes on the goal. You’re friendly, persuasive, and driven—the kind of person people want to work with and do work for.

What You Bring

• Proven experience: 5+ years in retail marketing, visual merchandising, or in-store experience roles within F&B or lifestyle retail.
• Commercial mindset: Strong track record of driving revenue growth and AOV through customer journey and merchandising strategies across multiple locations.
• Project leadership: Excellent skills in planning, coordinating rollouts, and aligning stakeholders to deliver results.
• Communication: Strong written and spoken English; able to bring ideas across clearly to creative teams, operations, and leadership. Speaking Dutch is an advantage.
• Balanced approach: Analytical and data-driven, yet creative and brand-focused; you know how to balance metrics with experience design.
• Hands-on execution: Strategic thinker who's also comfortable getting into the details and implementing on the ground.

What We Offer

• A challenging senior role in a fast-growing company redefining the coffee industry. We are growing and you can continue growing with us!
• Real ownership over retail marketing, and a chance to shape how thousands of people experience Wakuli every day. The more coffee we sell, the more farmers we can connect to our markets.
• A fun, international, impact-driven team obsessed with great coffee and building a better (coffee) industry.
• Plenty of freedom, autonomy, opportunity to learn, and room to experiment. We’ll support you in shaping your career, developing your ideas, and speaking up to make a real impact within Wakuli.
• Freshly roasted coffee (of course) and a direct connection to our farmer partners worldwide.
• A competitive salary of €4,500–€5,500 per month (based on full-time, 40 hours; contract minimum 32 hours).