Director of Channel Marketing

Job Locations US-AL-Birmingham
Req No.
Regular Full-Time
1st Shift



Royal Cup, Inc. is the proven leader in sourcing, roasting, blending and providing 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 who takes pride in our unparalleled dedication to customer care.



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, company paid disability, 401(k), life insurance, Flexible Spending Account plan, and paid vacation. Tuition reimbursement plan includes up to 80% reimbursement per company criteria. Ongoing trainings designed to provide maximum success for our employees is offered.


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.  Our customer centric focus results in actions we live by that 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. 


The Director of Channel Marketing’s primary responsibilities are geared around pursuit of increased success for both Royal Cup & our customers and partners.  The Director of Channel Marketing develops and supports strategic, channel based structures to achieve success via collaborative efforts amongst Royal Cup’s Sales, Marketing and Business Segments.  The role’s main areas of functional responsibility include, among other focus areas, the following key components:

  • Partnering with CMO:
    • Develop an annual strategic marketing plan with specific goals and sales strategies for growing Royal Cup among the B2B audience.
    • Establish KPIs and manage measurement against goals for acquisition, conversion rates, customer satisfaction and retention rates.
    • Orchestrate development of bi-annual benchmarking reports for National Accounts, Food Service & Commercial sales business units.
  • Partnering with National Accounts, Food Service & Commercial Sales Business Units:
    • Develop coordinated marketing strategy, ensuring all marketing goals, campaigns and efforts are aligned with the Sales Strategy.
    • Orchestrate development of bi-annual benchmarking reports for National Accounts, Food Service & Commercial sales business units.
    • Develop marketing materials to support business development opportunities within the sales organization (capabilities, promotions, launches, updates)
    • Act as Marketing Liaison for key accounts, strengthening relationships and leveraging marketing materials to support sales functions within key accounts
  • Partnering with Direct Reports & Cross Functional Marketing Team:
    • Proactive Supervision, Performance Management, Training & Development of direct reports.
    • Partner with Creative Services Director to establish & manage the asset management library (platform for sales team to access materials)
    • Create Project Brief documents to properly brief creative services resource & ensure that marketing team can support Sales organization.
    • Pull together RC stakeholders required for brand immersion tours & mange the preparation for these business development engagements.


  • Minimum of Bachelors Degree (preferably in Marketing, Business or a similar discipline).
  • Minimum of 7-10+ years of experience in a Marketing Management role, with exposure to required functional skill areas and supervising teams of 3-5 persons.  Prior food and beverage industry experience is strongly preferred.
  • Positive, team oriented attitude with a solution focused and customer centric mentality.
    • Project Management Experience, including exceptional attention to detail and maintaining “big picture” focus while prioritizing multiple projects and rapidly solving problems in a fast paced, deadline driven environment.
  • Ability to build and maintain lasting relationships with customers, internal and external.
  • Ability to work a flexible work week to include some nights and weekends.
  • Ability to travel up to 50%, as required based on business needs, often requiring overnight stay to attend meetings, trade shows, training and other work related events as scheduled.
  • Ability to successfully complete the pre-employment process.


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