Sr. Director of Sales Strategy and Category Insights

Mission Statement:



We are Black Rifle Coffee Company, a veteran-owned company serving premium, fresh-roasted coffee to people who love America. We have a love for coffee, dogs, the outdoors, America, and most importantly, our customers! We are more than a product and more than a company; we are a culture. A culture full of motivated people who roll up their sleeves and get the job done with integrity, love, innovation, and radical transparency. Join us as we take action on our commitment to provide quality coffee and give back to the veteran and first responder communities and those who support it


Reporting into the SVP of Sales & Sales Strategy & Category Insights, the Sr. Director, Sales Strategy and Category Insights is responsible for the overall productivity and effectiveness of the sales organization, fostering close working relationships with internal and external stakeholders to ensure the sales organization’s efficient operation and success. You will be responsible for creating the strategy that allows for BRCC packaged coffee and Ready to Drink products to compatibly coexist across all channels and validate the innovation pipeline for consumer compatibility. The successful candidate will highlight a proven track record of collecting and interpretation of data to provide strategic insights that drive business growth. Utilizing insights to create the Perfect Store and ultimately long-term vision for a Store of the Future. Accountabilities include building a cross-channel go to market strategy that enables profitable business expansion via net revenue, gross margin, market share, merchandising and distribution targets, while allowing every channel to thrive. Mission critical execution will be driven through a team of Sales, Sales Strategy, Category, Customer Insights and Marketing Leaders as a key member of the Revenue Generation team



Leadership and Functional Responsibilities:

• Performance Delivery: Lead the collection of market data, including consumer trends, competitive intelligence, and industry insights. Building and executing mutli-year Category Growth Vision for all Revenue channels: FDM, Club, eCOM, Specialty, & DTC channels to ensure delivery of Net Revenue Growth, Margin, Distribution and Market Share objectives. When appropriate, building out the Perfect Store and shelf measurement criteria.

• Customer Development: Organizing Sales, Sales Strategy / Planning, Revenue Growth and Category / Customer Insight resources, translating BRCC opportunity into retailer specific category growth plans while scoping out the Store of The Future. Critical liaison between Internal Stakeholders (Marketing, Sales, Demand Planning, Executive Leadership Team) and External Retail Partners to build the successful roadmap to mutual revenue delivery and growth objectives enabling BRCC to be a trusted growth partner.

• Sales Strategy - Foundational Planning: Establishing, embedding, and translating sales fundamentals into:
  
  
  
  • Translate data into actionable insights that can drive business strategies and decision-making.
  
  
  • Design and manage market research projects to understand consumer preferences, market dynamics, and emerging trends.
  
  
  • Collaborate with cross-functional teams, including marketing, product development, and sales, to integrate insights into business plans.
  
  
  • Brand Portfolio Strategy & Customer Integration Plans
  
  
  • Sales Fundamentals Toolkits and Target Deployment
  
  
  • Next Best Item Lists (to include innovation / new items)
  
  
  • Gap Fill and Opportunity Management
  
  
  • Monitoring the market and competitive activity
  
  
  • Promotional Deployment, Scorecarding and Optimization
  
  
  • Format (Channel) Specific Market Analysis
  
  
  • Create a suite of weekly, monthly, quarterly, annual, and ad hoc reporting options with the ability to look back on previous performance.
  
  

• Innovation - Consumer Validation: Develop consumer learning plans to validate short- and long-term innovation concepts that will either expand current formats or push the brand into new product types etc. Coupled with consumer learning, this role must also develop and quantify the consumer journey in order to enhance our conversion and content creation capabilities
  
  
  
  • Innovation Validation
  
  
  • Core and restage optimization
  
  
  • Digital learning capabilities
  
  
  • Sales attribution
  
  


• Vision - Store of the Future: Generating multi-year channel vision, which is then converted into Joint Business Plans by the respective Channel Leads for desired Retail partners, paving the way for future growth. All grounded in a keen ability to interpret and draw conclusions from custom/syndicated data and research related to competitive, market and shopper trends; leading the team to develop execution strategies based on actionable insights, including:
  
  
  
  • Retailer Specific Shopper Insight Generation
  
  
  • In Store Path to Purchase
  
  
  • Physical Availability Learning Plans
  
  
  • Perfect Store - Picture of Success – Shopper Based Design to drive incremental shelf space & Planogram development
  
  
  • Shelf Measurement Criteria
  
  
  • Customer Specific Data Source Contract Management
  
  
  • Retailer Shelf of the Future – Next Generation Shelving
  
  


• Revenue Growth Management: building a cohesive, compatible price / pack architecture that allows all channels to co-exist and thrive including:
  
  
  
  • Price Pack / Architecture by Channel
  
  
  • Trade Architecture (including Trade Budget Deployment, Management & Tracking)
  
  
  • Item Level and Channel Profitability (Mix) Management
  
  
  • Pricing Action Recommendations, Bi-annual Reviews, Alignment and Communication Strategy
  
  
  • Price List Publication and Maintenance
  
  
  • Promotional Guidelines and Optimization
  
  

• Fiscal Acumen: inspiring a culture of Revenue Growth and Accretive Margin Mix Management providing the sales organization with the tools to optimize and track trade & promotional spending based on aligned deployment. Ensuring the planning, forecasting, and budgeting efforts are appropriately integrated within the IBP process. Providing necessary sales reports and other internal intelligence, developing new reporting tools as needed.

• Cross Functional Leadership: Breaking down silos and collaborating with cross functional partners to provide critical customer input, acting as the voice of the retailer back into the business around translating marketing strategies and activity sets into retailer category growth strategies. Provide regular, accurate, clear and concise view of the business metrics and roadmap for future growth to the Executive Leadership team and Board of Directors.


• Talent Development: A successful track record of coaching and enhancing capabilities across a team of sales professionals, taking an active role in the development of the talent on Internal Cross Functional Teams as well as customer facing talent. Coaching and developing a team of Sales Strategy & Revenue Growth Managers, Category and Customer Insights Leaders. Accountable for effective Sales Strategy organization design and resource deployment in support of defined company metrics and growth objectives including hiring, onboarding and coaching the sales team to peak performance.


• Leading a High Performing Team: Productively influence cross functionally. Create and implement new and/or innovative ways to sell, merchandise and market our products and thrive in a fast-paced environment with a great deal of freedom and a high sense of responsibility. Fostering an organization of continuous process improvement Exhibiting BRCC Core Values is a must.

Education and Skill Requirements

• Bachelor’s degree in marketing, business administration or a relevant field


• 15+ year career encompassing roles of increasing levels of responsibility culminating in an equivalent sr. leadership level position.


• Experience leading a company through a significant growth period by building sustainable and scalable internal systems and processes.


• Excellent negotiation and leadership skills


• A big picture, strategic approach to business coupled with a tactical, hands-on style and the natural ability to showcase both qualities.


• A collaborative, engaging, and goal oriented leadership style that fosters the team’s creativity while maintaining high standards and levels of accountability.


• Sound financial acumen with expertise in estimating, budgeting and financial planning..


• Ability to work across and relate to all levels of an organization internally to enhance the overall success of the company strategy, providing thought leadership beyond the development arena.


• Ability to travel up to 40% of the time.

Position Type/Expected Hours of Work/Physical Requirements


This is a full-time position and may require long hours and may require weekend and nights work per events

• While performing the duties of this job, the employee is regularly required to, stand, sit; talk, hear, and use hands and fingers to operate a computer and telephone keyboard reach, stoop kneel to install computer equipment.


• Specific vision abilities required by this job include close vision requirements due to computer work


• Light to moderate lifting is required.


• Ability to uphold the stress of traveling.


• Regular, predictable attendance is required; including quarter-driven hours as business demands dictate.


• Moderate noise (i.e. business office with computers, phone, and printers, light traffic).

Other Duties


Please note this job description is not designed to cover or contain a comprehensive listing of activities, duties, or responsibilities that are required of the employee for this job. Duties, responsibilities, and activities may change at any time with or without notice


As a BRCC team member, you'll be part of a community that thrives on creativity, dedication, and a shared love for crafting the best damn coffee around. Whether you're an espresso expert, a marketing maven, or a logistics guru, we have opportunities for you to make a meaningful impact.