General Manager, New Venture

About Trade Coffee

Trade Coffee is pioneering the future of specialty coffee consumption at home through the country's largest marketplace of independent roasters. Leveraging personalization technology combined with coffee expertise, it connects customers with over 450 premium roasts freshly made to order and shipped directly. This approach helps democratize access to specialty coffee and supports small roasters in growing their businesses.

This new venture under the same corporate parent is an independent brand with its unique go-to-market approach and customer promise, operating separately from Trade Coffee's existing business.

Role Overview

The General Manager will be responsible for end-to-end leadership of the new business, including creating and implementing the go-to-market strategy, guiding digital product development, and leading the launch and subsequent scale of the business.

Key Responsibilities

• Develop and execute the go-to-market strategy for the new venture.
• Supervise the digital product and customer experience development.
• Coordinate efforts across product, brand, marketing, and operations teams to prepare a launch-ready enterprise with defined positioning and traction.
• Take charge of P&L management, goal setting, and accountability for all growth drivers.
• Make strategic investment and prioritization decisions across business functions.
• Utilize shared services from Trade Coffee while establishing an independent operating model.
• Facilitate alignment and clarity between centralized and brand-specific teams.
• Operate quickly and with high-quality execution and accountability.
• Recruit and lead an early-stage team spanning product, growth, and creative roles.
• Establish operational routines to maintain momentum and cultivate a culture of ownership, speed, and excellence.

Experience & Qualifications

• 8-10+ years of experience scaling businesses, especially taking product lines or businesses from launch through growth stages.
• Experience managing teams ranging from 5 to 30 members in product, growth, or operations.
• Proven P&L responsibility managing annual revenue of $25 million or more.
• Demonstrated success in direct-to-consumer ecommerce, particularly in subscriptions or consumable goods.
• History of launching new products or brands that gained significant traction rather than only optimizing existing ones.
• Ability to navigate ambiguity, make resource trade-offs, and deliver results with limited inputs.
• Experience hiring and developing early-stage teams and establishing operational cadence.

Business Acumen & Leadership

• Strong understanding of ecommerce unit economics and growth strategies.
• Capability to create strategy and translate it into actionable plans.
• Experience prioritizing investments and leveraging both new capabilities and existing shared services.
• Exceptional leadership skills including hiring, developing teams, and communication to gain alignment.
• Ability to lead decisively with speed without compromising quality.
• Expertise in building operating rhythms that drive progress across functions.

Mindset & Work Ethic

• A deep sense of ownership treating the business as their own.
• Comfort with ambiguity and turning concepts into tangible results.
• Balanced bias toward action and strategic thinking.
• Resourcefulness and scrappiness to overcome challenges.
• High personal and team standards with entrepreneurial drive and operational discipline.

Work Environment

Based in Midtown Manhattan with a hybrid work model requiring office presence Tuesday through Thursday to encourage collaborative problem-solving and real-time teamwork between product, brand, and operations.

Compensation & Benefits

• Competitive base salary range from $175,000 to $275,000 annually.
• Comprehensive benefits including company-paid health, dental, and vision insurance, 401(k), flexible spending accounts, and paid leave including vacation and parental leave.
• Unlimited vacation policy.
• Annual $500 stipend towards purchasing coffee.
• Bi-monthly catered lunches.
• Pet-friendly workplace environment.
• Two paid Trade-sponsored community service days yearly.
• Ongoing mentorship and leadership support.