Director of Brand Marketing

Job Description

About Trade Coffee

Trade is changing the way people discover and enjoy specialty coffee at home. We've built the country's largest marketplace of exceptional, independent roasters, pairing deep coffee expertise with smart personalization to help hundreds of thousands of customers find coffees they genuinely love.

Our platform connects people to 500+ freshly roasted coffees from 55+ of America's best roasters, delivered straight to their door. By making discovery easy and fun, we're opening up the world of specialty coffee to more people, while helping small, independent roasters scale and thrive. As we grow, we're building more than a marketplace-we're creating a category-defining destination for people who care deeply about what they drink every day.

About the Role

Trade is seeking a strategic, hands-on Director of Brand Marketing to own how Trade tells its story and shows up in culture.

Reporting to the Chief Marketing Officer, you'll lead brand storytelling across owned video, organic social, community, PR, and content. You'll turn our roasters, coffees, and customers into stories people want to watch, share, and search for. You'll plan the 360 campaigns that bring our biggest moments to life, and you'll make sure every channel and partner speaks in one clear Trade voice.

We're a small team, so this role is broad by design. It's ideal for a brand marketer who can set the strategy in the morning and edit a TikTok script in the afternoon, and who measures brand work by the reach and demand it creates.

What You'll Do

• Own Trade's brand story and message hierarchy, making sure roaster stories, coffee expertise, and personalization come through consistently across every channel and touchpoint
• Build and lead Trade's owned video strategy across YouTube, YouTube Shorts, and TikTok, from series concepts and formats to production cadence and performance
• Set organic social strategy for Instagram and TikTok, growing an engaged audience and turning social into a real driver of discovery and traffic
• Build Trade's presence in the communities where coffee people already gather, including Reddit and Substack, with authenticity and a long-term view
• Lead PR strategy and execution, from launches and seasonal stories to roaster spotlights, founder visibility, and reactive moments
• Plan and run 360 campaigns for key brand moments, product launches, and seasonal stories, partnering with Growth, Lifecycle, Creative, and Paid to bring each campaign to life across channels
• Own the content calendar and strategy, lining up launches, seasonal moments, promotions, and editorial storytelling in one plan
• Lead GEO and SEO content strategy so Trade shows up when people search for coffee, whether that's on Google, in AI answers, or on social
• Keep Trade's voice consistent across agencies, freelancers, and partners through clear briefs, brand guidelines, and hands-on creative feedback
• Partner closely with the paid team so organic, influencer, and paid work together, and top-performing content earns more reach
• Use AI tools to move faster across content ideation, production, search optimization, social listening, and reporting
• Report on brand health and organic channel performance to leadership, and use what you learn to decide where to invest next
• Build and lead a small, high-performing team as the function grows

Who You Are

• A natural storyteller with sharp editorial instincts and a strong point of view on what makes content worth watching
• Fluent in how platforms, search, and culture are changing, and excited to test what comes next
• Equally comfortable setting a brand strategy and rolling up your sleeves to execute it
• Measurement-minded-you connect brand work to reach, engagement, traffic, and demand, not just impressions
• Confident holding a point of view, and equally comfortable changing it when someone brings a better one
• Flexible about scope-on a small team, the most useful leader is the one who picks up what needs doing
• Plugged into culture: you know what's trending, why it matters, and when Trade should (and shouldn't) join the conversation
• Curious about coffee (expertise not required-we'll get you there)

Required Experience

• 6+ years of years of brand, content, or integrated marketing experience, including at least 3 years leading brand or social strategy, ideally at a DTC, subscription, or food and beverage brand
• A track record of growing owned video and organic social channels, especially YouTube, Instagram, and TikTok
• Experience leading PR, whether in-house or through agency partners
• Experience planning and executing 360 campaigns across owned, earned, and paid channels
• Working knowledge of SEO and content optimization, and a point of view on GEO and how AI search is changing discovery
• Experience building authentic community programs on platforms like Reddit, Substack, or Discord
• Experience managing agencies, freelancers, and creative partners
• Experience managing and developing a team

How We Work

We're in our Midtown Manhattan office three days a week, with everyone together in person Tuesday through Thursday. Being face-to-face is core to how we operate-it allows us to move faster, solve challenges in real time, and generate new ideas through hands-on teamwork. This is the perfect environment for people who value close collaboration while building something meaningful together.

What We Offer

• The chance to help grow a profitable, mission- and values-driven company alongside an experienced leadership team
• The opportunity to deepen your skills and make a lasting impact as the organization scales
• Ongoing mentorship and support from leadership and management
• A competitive salary and unlimited vacation
• $500 a year to spend on amazing coffee
• Best-in-class health benefits and a 401(k)
• Twice-monthly catered lunches
• A pet-friendly office
• Two paid days of Trade-sponsored community service each year

NYC Base Salary Range

$140,000-$180,000

In addition, Trade offers comprehensive benefits, including company-paid health, dental, and vision insurance, 401(k), flexible spending account, and paid leave (including vacation time and parental leave) in accordance with applicable plans and policies.

Please beware of job scams: Trade Coffee will never ask candidates for payment or financial information, and all official communication comes addresses.

Legitimate open roles will be posted on our careers page or LinkedIn profile.

Equal Opportunity Statement

We are committed to diversity and inclusivity.