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

• Act as the guardian of Trade’s brand, setting the strategy and message hierarchy that keep roaster stories, coffee expertise, and personalization consistent across every channel and touchpoint, and partnering with our content team on how that story is told
• Protect the brand’s integrity everywhere it shows up, including with agencies, freelancers, and partners, through clear briefs, guidelines, and creative feedback, and make the call on what’s on-brand and what isn’t
• Lead PR strategy and execution, earning coverage that positions Trade as an authority in coffee, from launches and seasonal stories to roaster spotlights, founder visibility, and reactive moments
• Identify and build the right partnerships, including media, roasters, creators, and coffee communities, and make sure each one reflects and strengthens the brand
• Plan and run 360 campaigns for key brand moments, product launches, and seasonal stories, sequencing owned, earned, and paid channels so each moment builds on the last, and partnering with Acquisition, Retention, Creative, and Paid to deliver with consistency
• Own the content calendar that lines up launches, seasonal moments, promotions, events, and editorial storytelling in one plan
• Set the vision for Trade’s owned video strategy across YouTube, YouTube Shorts, and TikTok, defining series concepts, formats, and cadence, and partnering with our in-house video creator to bring them to life and learn from performance
• Set organic social strategy for Instagram and TikTok, growing an engaged audience and making social a real driver of discovery and traffic
• Build Trade’s presence in the communities where coffee people already gather, online on Reddit and Substack and offline through events and pop-ups, with authenticity and a long-term view
• Lead SEO, AEO, and GEO strategy so Trade shows up when people search for coffee, whether on Google, in AI answers, or on social, working with our copywriter on the content that earns it
• 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, search optimization, social listening, and reporting
• Report on brand health and organic and earned channel performance to leadership, and use what you learn to decide where to invest next

Who You Are

• A sharp communicator who knows how to earn press and spot the right partners, from media and roasters to creators and communities, and who protects the brand in every one of those relationships
• A strategist who can sequence a campaign across channels and hold it together, so every touchpoint feels consistent and builds on the last
• A collaborative cross-functional partner who works comfortably alongside Acquisition, Retention, and Creative to bring a 360 brand perspective to shared goals
• Protective of the brand without being precious about it: you know when to hold the line and when to let it flex
• A strategic partner to creative specialists: you set direction and priorities, protect the craft, and give feedback that makes great writers and makers better, rather than rewriting their work
• Fluent in how platforms, search, and culture are changing, and excited to test what comes next
• Comfortable setting strategy and getting hands-on with outreach, pitching, and partner relationships when the team needs 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
• 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 brand, content, or integrated marketing experience, including at least 3 years leading brand, PR, or social strategy, ideally at a DTC, subscription, or food and beverage brand
• Experience leading PR and earned media, whether in-house or through agency partners, with a track record of landing meaningful coverage
• Experience identifying, building, and managing partnerships with media, creators, and brand or community partners
• Experience planning and executing 360 campaigns across owned, earned, and paid channels, with a strong sense of sequencing and consistency
• A track record of setting strategy for owned video and organic social channels, especially YouTube, Instagram, and TikTok
• Working knowledge of SEO and content optimization, and a point of view on AEO/GEO and how AI search is changing discovery
• Experience building authentic community programs, online on platforms like Reddit, Substack, or Discord, and offline through events, pop-ups, or experiential activations
• Experience managing agencies, freelancers, and creative partners

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 from @tradecoffeeco.com addresses.

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

Equal Opportunity Statement

We are committed to diversity and inclusivity.