VP, Marketing

Royal Cup, Inc.; Fort Worth (TX); On-site; USD 180,000 - 240,000; Full time

Benefits offered by this job

Healthcare

401(k) plan and benefits

Remote work opportunities

Job summary

Royal Cup, Inc. is seeking a strategic VP of Marketing to build and lead a unified marketing function aligned with commercial goals as Royal Cup and Farmer Brothers integrate.

You will drive pipeline, campaigns, and demand across Healthcare, Senior Living, and Hospitality sectors, with a strong emphasis on sales enablement and brand consistency. You will shape the operating model, manage a diverse team, and collaborate with Sales and Account Management to accelerate revenue growth, while

Qualifications

• 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.
• Experience in the food & beverage, foodservice distribution, or CPG industry.
• Experience marketing to Foodservice Non-Commercial segments including Contract Management, GPO, Healthcare, Senior Living, and Hospitality.
• Demonstrated ability building a commercially aligned, pipeline-driving marketing function.
• Demonstrated experience partnering with Sales to align marketing investment with pipeline and revenue outcomes.
• Experience with brand management, including maintaining brand consistency across multiple brands or during a merger/integration.
• Experience developing sales enablement content, including value propositions, case studies, and industry-specific content.
• Strong analytical skills with data-driven marketing strategy.
• Proficiency with marketing technology, CRM, and reporting platforms.
• Excellent leadership, communication, and cross-functional collaboration skills.

Responsibilities

• Lead and develop the marketing team, fostering a commercially minded, collaborative culture.
• Shape marketing’s operating model to align with pipeline contribution and customer engagement.
• Develop campaigns targeting existing customers to drive awareness and adoption of incremental products.
• Create sales enablement materials and industry content for Healthcare, Senior Living, and Hospitality.
• Build top-of-funnel content and campaigns to accelerate funnel velocity and support contract activation.
• Lead product marketing and ensure brand consistency across Royal Cup and Farmer Brothers during integration.

Skills

Leadership

Brand management

Campaign development

Sales enablement

CRM experience

Analytics

Cross-functional collaboration

Education

Bachelor’s degree in Marketing, Business, or related field

Tools

CRM systems

Marketing analytics tools

Job description

VP, Marketing

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

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.

WHO WE ARE

Royal Cup, Inc. is the proven leader in sourcing, roasting, blending, and distributing high-quality coffees and fine teas since 1896 and is the chosen partner for restaurants, hotels, offices, and commuters across the country.

We are a family-owned business rooted in a longstanding tradition of coffee roasting excellence that takes pride in our unparalleled dedication to customer care.

We are a large, privately held national importer, roaster, and distributor of coffees, teas, and related products that have been in business for more than 125 years.

Royal Cup, Inc. currently provides products, equipment, and service to restaurants, hotels, convenience stores, businesses, and individuals throughout the United States, and we are growing!

At Royal Cup, Inc. having a customer-centric focus is not simply a motto; our employees believe we each have a responsibility to provide outstanding service to our customers.

We are a large, privately held national importer, roaster, and distributor of coffees, teas, and related products that have been in business for more than 125 years.

Royal Cup, Inc. currently provides products, equipment, and service to restaurants, hotels, convenience stores, businesses, and individuals throughout the United States, and we are growing!

At Royal Cup, Inc. having a customer-centric focus is not simply a motto; our employees believe we each have a responsibility to provide outstanding service to our customers.

We believe serving our customers well, serves us well.

We are results-oriented and strive to not only retain our current customer base but grow our presence with new, high-impact accounts across the country based on exceptional products and service.

Royal Cup Coffee and Tea strives to be sustainably minded and a good corporate steward in all business endeavors.

It is also what others expect of us – our employees, our customers and vendors, our local communities, and the coffee and tea industry we help represent.

This mindset permeates the actions we take today for tomorrow.

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.

Royal Cup is committed to a diverse and inclusive workplace.

We are an equal opportunity employer and do not discriminate on the basis of race, national origin, gender, gender identity, sexual orientation, protected veteran status, disability, age, or another legally protected status.

For individuals with disabilities who would like to request an accommodation, please contact us at 1-800-366-5836.