• Marketing: Channel Marketing Manager

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

    If everything about coffee and tea, from seed/leaf to roast/brew, resonates within you and inspires you…if you’re ready to passionately tell Royal Cup’s story in a dynamic role unlike others you’ve experienced, then we’re excited for you to consider this opportunity!



    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.


    The Channel Marketing Manager has a high level of visibility within the organization and within our client/partner network and reports to the Director of Channel Marketing. This role is responsible for coordinating and executing all marketing activities in partnership with the National Accounts, and Sales Support teams. A dedicated partner focused on the brand story, product marketing and sales content needed to grow the book of business through acquisition and retention strategies.


    The Channel Marketing Manager’s primary responsibilities are geared around pursuit of increased success for both Royal Cup and our customers and partners.


    The Channel Marketing Manager has the following essential duties and areas of responsibility:

    • Partnering with Director of Channel Marketing:
      • Review and understand the annual strategic marketing plan with specific goals and sales strategies for growing Royal Cup among the B2B audience.
      • Review and understand KPIs and manage measurement against goals for acquisition, customer satisfaction and retention rates.
      • Support Director of Channel Marketing in the development of benchmarking report.
      • Analyzing, reviewing and presenting trends and market data.
    • Brand Marketing and Customer Activation Initiatives:
      • Partnering with the National Accounts and Sales Support teams:
        • Identify marketing needs within business development opportunities.
        • Communicate how marketing goals, campaigns and strategies align with Sales Strategy.
        • Develop marketing materials that communicate Royal Cup’s capabilities, product portfolio and customer service support.
        • Create Project Brief documents to activate creative services and oversee sales approval of budget and timelines for project completion.
        • Create training materials to support onboarding of new account transition needs.
      • Providing Support to Customers and Sales Growth:
      • Partner with sales organization to provide customers support in branded integration, custom concepts, campaign rollouts, onboarding etc.

      • Aid in activations of National Accounts and Sales Support partners to support product launches, seasonal promotions and brand integration programs.
      • Conduct product tasting demo in support of business development needs to secure new accounts or grow existing accounts.
    • Partnering with Cross Functional Marketing Team:
      • Partner with Brand Development Team to develop annual promotions calendar in support of National Accounts and Sales Support teams.
      • Partner with Creative Services team to create digital marketing campaigns to support acquisition and retention opportunities in sales.


    • Minimum of Bachelor’s Degree (preferably in Marketing, Business or a similar discipline).
    • Minimum of 4-6+ years of experience in a Marketing Management role, with exposure to required functional skill areas. 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.
    • Excellent oral, written, and presentation communication skills.
    • Ability to work a flexible work week to include some nights and weekends.
    • Ability to travel up to 40%, 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 work with and support others in a positive way.
    • Ability to successfully complete the pre-employment process.


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