Director of Trade Marketing

Mission Statement:

We are Black Rifle Coffee Company, a veteran-founded company serving premium, fresh-roasted coffee to people who love America. We have a love for coffee, dogs, the outdoors, America, and most importantly, our customers! We are more than a product and more than a company; we are a culture. A culture full of motivated people who roll up their sleeves and get the job done with integrity, love, innovation, and radical transparency. Join us as we take action on our commitment to provide quality coffee and give back to the veteran and first responder communities and those who support it.

Job Summary
The Director of Trade Marketing will play a pivotal role in shaping BRCC's retail and wholesale marketing strategy. You'll lead efforts to optimize product placement, promotional strategies, and marketing initiatives that drive sell-in and sell-through across our distribution network. This role requires a strategic thinker who can balance high-level planning with hands-on execution, ensuring alignment across sales, marketing, and product development.
Job Details

Key Responsibilities:

Trade Marketing Strategy & Execution

• Develop and implement comprehensive trade marketing strategies to increase sales and brand visibility at the point of sale.

• Lead initiatives that influence distributor and retailer decision-making, ensuring BRCC products have optimal shelf placement and promotion.

• Support product launches with compelling trade marketing plans that drive strong retail execution.

Retail & Channel Partner Engagement

• Build and maintain strong relationships with key distributors, wholesalers, and retail accounts to drive brand advocacy and sales growth.

• Develop marketing programs that empower sales teams and partners to effectively position and promote BRCC products.

• Partner with Sales, Distribution, Brand Marketing, Product Development, and Operations to align go-to-market strategies.

Market Insights & Competitive Positioning

• Conduct in-depth research on market trends, competitor activities, and consumer behavior to inform strategy.

• Utilize data-driven insights to refine trade marketing initiatives and identify growth opportunities.

• Analyze sales data, customer insights, and in-store performance metrics to refine retail marketing strategies.

Budget & Performance Management

• Own and manage the trade marketing budget, ensuring strategic allocation of resources for maximum return on investment.

• Define and track key performance indicators to evaluate the effectiveness of trade marketing efforts, using insights to optimize future strategies.

• Develop tools and frameworks that enable sales teams to optimize product visibility and promotional impact.

Leadership & Cross-Functional Collaboration

• Provide leadership in trade marketing, working closely with internal teams to ensure alignment across sales, marketing, and product development.

• Lead the development of in-store promotional materials, merchandising programs, and other marketing assets.

• Serve as a key strategic partner in driving BRCC's retail and wholesale growth.

Qualifications

• 8+ years of experience in Trade Marketing, Channel Marketing, or related roles, preferably in consumer-packaged goods (CPG), retail, or food & beverage.

• Proven success in developing and executing trade marketing strategies that drive sales through distribution and retail channels.

• Strong analytical mindset with the ability to translate data insights into actionable marketing strategies.

• Experience managing trade marketing budgets and optimizing spend for maximum return on investment.

• Excellent leadership, communication, and cross-functional collaboration skills.

• Passion for coffee, the BRCC mission, and supporting Veteran & First Responder communities.

Position Type/Expected Hours of Work/Physical Requirements

This is a full-time position and may require long hours and may require weekend and nights work per events.

• While performing the duties of this job, the employee is regularly required to, stand, sit; talk, hear, and use hands and fingers to operate a computer and telephone keyboard reach, stoop kneel to install computer equipment.

• Specific vision abilities required by this job include close vision requirements due to computer work.

• Light to moderate lifting is required.

• Ability to uphold the stress of traveling.

• Regular, predictable attendance is required; including quarter-driven hours as business demands dictate.

• Moderate noise (i.e. business office with computers, phone, and printers, light traffic).

• Ability to work in a confined area.

• Ability to sit at a computer terminal for an extended period of time.

Other Duties

Please note this job description is not designed to cover or contain a comprehensive listing of activities, duties, or responsibilities that are required of the employee for this job. Duties, responsibilities, and activities may change at any time with or without notice.