Director of Brand & Trade Marketing

The Director of Brand & Trade Marketing is responsible for developing and executing strategies, tactics, and sales initiatives to drive Farmer Brothers growth within customers, channels, or segments. This role will also be responsible for developing and executing a marketing strategy for Farmer Brothers’ portfolio of products. 

Responsibilities

Product/Brand Marketing

• Conducting research to define targeted customer segments and determine the key values that drive buying behavior
• Developing product/brand positioning, associated marketing themes, and media channels that align with target customer demographics
• Developing and implementing marketing strategies/plans and overseeing development and distribution of marketing materials

Product/Brand Management (P&L/Revenue Accountability)

• Identifying market opportunities, translating opportunities into product design, and driving branding/marketing strategies that result in a successful product/brand launch
• Managing the product/brand P&L (e.g., budgeting, expenditures, profitability, ROI etc.)
• Partnering with product development and marketing teams to ensure that customer needs/values are incorporated into product design, branding, and marketing approaches

Product Lifecycle

• Gathering user requirements and designing product or developing enhancements, including technical design services, when appropriate
• Product packaging, sample and prototype development
• Researching and developing strategies to maximize product/brand appeal to target customers
• Monitoring product performance and directing product and/or marketing adjustments

Brand Marketing

• Channel Marketing via trade, channel and category management
• Digital/internet marketing activities, including e-commerce, search engine optimization (SEO), social media marketing, web content curation/marketing, etc.
• Direct marketing activities, via telephone, email , digital and/or mobile communications

Trade Marketing

• Evaluates the performance of current trade marketing strategies, instituting changes when necessary.
• Uses internal analyses and customer feedback to establish and direct short- and long-term trade/channel marketing objectives.
• Serves as the primary liaison between sales, marketing, and promotions departments to ensure consistency across departments regarding overall trade marketing strategies and objectives.
• Consults on a national level with retailers and senior management with respect to consumer trends and needs.

Education & Experience

• Bachelors Degree Marketing, Sales, or a related field, or equivalent combination of education and experience required
• Minimum of 10 years of progressive experience in Brand, Product or Trade Marketing roles required
• At least 3 years of people management experience required
• Previous experience implementing and executing sales initiatives required.
• Previous CPG, Beverage, and/or Food Company experience required.
• Previous experience leading cross functional teams required.
• Previous experience in Direct Store Delivery (DSD) organizations preferred.
• Experience with trade promotion tracking tools, CRM programs (Zoho), and/or Tableau or other software as a service tool that enhance customer engagement required.
• Position requires up to 25% travel

Personal & Professional Skillsets

• Ability to work through complex problem solving, extensive investigation and analysis.
• Ability to influence others to accept practices and approaches, and ability to communicate and influence executive leadership.
• Excellent communication and interpersonal skills
• Demonstrated business acumen, commercial judgement, and analytical skills
• Ability to create compelling selling stories
• Strong project management skills
• Collaborative approach with the ability to influence others
• Results focused