Director of Brand and 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. Product/Brand MarketingConducting research to define targeted customer segments and determine the key values that drive buying behaviorDeveloping product/brand positioning, associated marketing themes, and media channels that align with target customer demographicsDeveloping and implementing marketing strategies/plans and overseeing development and distribution of marketing materialsProduct/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 launchManaging 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 approachesProduct LifecycleGathering user requirements and designing product or developing enhancements, including technical design services, when appropriateProduct packaging, sample and prototype developmentResearching and developing strategies to maximize product/brand appeal to target customersMonitoring product performance and directing product and/or marketing adjustmentsBrand MarketingChannel Marketing via trade, channel and category managementDigital/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 communicationsTrade MarketingEvaluates 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 & ExperienceBachelors Degree Marketing, Sales, or a related field, or equivalent combination of education and experience requiredMinimum of 10 years of progressive experience in Brand, Product or Trade Marketing roles requiredAt least 3 years of people management experience requiredPrevious 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 SkillsetsAbility 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 skillsDemonstrated business acumen, commercial judgement, and analytical skillsAbility to create compelling selling storiesStrong project management skillsCollaborative approach with the ability to influence othersResults focused