Director of Brand and Trade Marketing
Dallas, Texas, USA
Creative and results-driven marketing leader with over 15 years of experience building brands, launching products, and driving growth. Known for blending data with storytelling to craft strategies that connect with customers and deliver impact. Skilled at leading cross-functional teams, managing complex portfolios, and creating high-quality campaigns across digital, social, and trade channels.
Salary
GBP 200,000 – 250,000
Farmer Brothers Coffee Company
Jan 2024 — Present
Develop and execute integrated brand and trade marketing strategies that accelerate growth across key customer segments, channels, and categories. Directed end-to-end brand management including P&L ownership, pricing strategy, ROI analysis, and lifecycle planning for multiple product lines. Oversee development of marketing materials and content across digital, social, and trade channels. Provide strategic leadership on digital marketing initiatives including SEO, e-commerce content, social media, and CRM campaigns. Lead cross-functional teams to execute successful product launches and drive portfolio expansion across the DSD channel.
Elevation Capital
Jan 2023 — Jan 2024
Lead the development of the overall brand strategy, positioning, key messaging, creative assets, and brand guidelines for the 250M+ Vivazen brand. Develop highly targeted marketing activation plans. Drive product innovation, ideation, pipeline development and packaging design. Manage brand team members, external partnerships, and brand budget.
Hurdle Health
Jan 2022 — Jan 2023
Managed annual marketing plan, budget, strategy, and business unit OKRs. Developed strategies for brand and product growth and awareness across paid and organic digital channels. Drove the implementation of marketing campaigns that meet business objectives and drive leads.
Hoffman
Jan 2022 — Dec 2022
Provided insights and developed strategies for amplifying, sustaining, and growing the Hoffman brand presence via various channels and built a framework to grow the direct-to-consumer pipeline. Led brand innovation of marketing products including Your Sales MBAâ„¢ podcast and Tuesdays with HOFFMANâ„¢.
Parallel
Jan 2018 — Jan 2022
Led full end to end brand innovation and renovation including product development, demand forecasting, go-to market strategy and financial and brand health for a $200MM+ portfolio. Launched new brand 'Float', exceeding launch targets by 15% and grew it to highest grossing brand in the company (+77% YOY growth 2021-2022). Managed external partnerships and led contract negotiations. Drove 15-30% YOY incremental business growth through data analysis and KPI tracking.
General Mills
Jan 2017 — Jan 2018
Managed all renovation projects for The Fiber One +$300MM established portfolio to reach an 11% growth target. Led cross-functional teams for product development and line extensions within the sweet treats category. Constructed and analyzed volume forecasting models for demand planning. Led Holistic Margin Management to retrieve 5% COGS savings.
Kimberly-Clark
Jan 2016 — Dec 2016
Provided insights and recommendations for long-term renovation and innovation of the K-C WypAll category projected to increase a $240M segment by 10%. Mapped category competitive landscape and developed share-shift strategy for WypAll Brand in B2B segments. Built economic value estimation models for K-C products.
MBA · Marketing and Strategy
BBA · Marketing