Job Title: VP, Marketing
Reports To: SVP, Food Service Sales & Marketing
Location: This role is open to applicants who reside in Birmingham, AL or Dallas Fort-Worth, TX
INTERNAL APPLICANTS ONLY: Click here to apply
ABOUT THE ROLE:We're looking for a
VP, Marketing to build and lead a marketing function that's tightly aligned with our commercial goals, driving pipeline contribution, funnel acceleration, and revenue growth across our combined portfolio. This is a high-impact opportunity to shape marketing's operating model, team, and strategy as Royal Cup and Farmer Brothers come together, with a direct seat at the table alongside Sales and Account Management leadership.
WHAT YOU'LL DO:- Lead, develop, and performance manage the marketing team, fostering a commercially minded, collaborative team culture
- Shape marketing's operating model for the next chapter of our organization, aligning team priorities and output around pipeline contribution and customer engagement
- Develop and execute campaigns targeting existing customers to drive awareness and adoption of incremental products across our combined portfolio, and build seasonal demand campaigns our sales team can activate in market
- Own sales and marketing enablement, developing value proposition materials, case studies, pitch tools, and industry-specific content for Healthcare, Senior Living, and Hospitality that our sales team uses in every customer and prospect interaction
- Build content and campaigns that drive top-of-funnel volume and funnel acceleration, and support contract activation with the location-level tools our Regional Account Managers need to convert agreements into active accounts
- Design a tiered POS support model in partnership with commercial leaders, defining service levels by customer revenue and gross profit, and building an efficient production process that scales
- Lead product marketing, leveraging industry trends and consumer insights to drive engagement, expand wallet share, and identify new demand opportunities
- Oversee our combined brand, maintaining consistency of visual identity, messaging, and voice across both legacy brands throughout the integration
- All other duties as assigned
WHAT SUCCESS LOOKS LIKE:- Marketing's measurable contribution to commercial pipeline, tracked through MQL and SQL targets
- Measurable improvement in POS support efficiency and coverage across our customer base
- Strong adoption of sales enablement materials across the commercial team
- Measurable lift in product awareness and trial through targeted campaigns
- A unified, consistent brand experience across Royal Cup and Farmer Brothers
WHAT YOU'LL NEED:- Bachelor's degree in Marketing, Business, or a related field;
- 10+ years of progressive marketing experience, including at least 5 years in a marketing leadership role managing a team
- Prior marketing leadership experience in the food & beverage, foodservice distribution, or CPG industry
- Experience marketing to the Foodservice Non-Commercial area including Contract Management, GPO, Healthcare, Senior Living, and Hospitality customer segments
- Demonstrated experience building a commercially aligned, pipeline-driving marketing function
- Demonstrated experience partnering closely with Sales or Commercial leadership to align marketing investment with pipeline and revenue outcomes
- Experience with brand management, including maintaining brand consistency across multiple brands or during a merger or integration
- Experience developing sales enablement content, including value proposition materials, case studies, and industry-specific content
- Strong analytical skills, with experience using performance data to guide marketing strategy
- Proficiency with marketing technology, CRM, and reporting platforms
- Excellent leadership, communication, and cross-functional collaboration skills
- The ability to successfully complete the pre-employment process
NICE TO HAVE:- Experience leading a marketing function through a merger, acquisition, or major organizational integration
- Experience managing production or vendor relationships for physical marketing materials, such as point-of-sale materials
GOOD TO KNOW:This role is based at a desk and involves frequent virtual meetings and presentations, along with periodic travel up to 25%, including overnight travel, to support sales, customer, and marketing events. The ability to lift up to 15 pounds with or without assistance is also required.
BENEFITS:Royal Cup Coffee offers a competitive compensation plan and a comprehensive benefits program. On top of being a part of a well-caffeinated team, the benefits program includes healthcare, dental, vision, 401(k), company-paid life and disability insurance, Flexible Spending Account plan, select tuition reimbursement, paid parental leave, remote work opportunities, paid holidays, and vacation time. We also provide ongoing training that is designed to provide maximum success for our employees.
