Director of Marketing

We believe that beer is a powerful conduit for creating meaningful human experiences, and we’re focused on building a robust marketing strategy that enables us to continue to deliver those moments for our customers.

The Director of Marketing will understand the power of what it means to be a brand in the modern era and be deeply committed to treating customers so well that they become Threes evangelists. This role also requires operational acumen in order to work cross-functionally with the executive team toward the goal of supporting growth across our retail and wholesale lines of business, while helping entrench Threes Brewing as an iconic NY brand.

The ideal candidate has enough experience to work with the management team to guide and grow the marketing program, while also being resourceful and scrappy. The right fit will have a strong perspective on brand voice, storytelling, growth marketing, partnerships, events; they’ll also need to know enough about performance marketing to manage an agency and other external vendors to optimize our business for acquisition, conversion, SEO, SEM, and social media marketing. We have an open, inviting, inclusive, and people-first culture and our Director of Marketing should embody those qualities.

Responsibilities include:

General Management

  • Develop reporting tools to inform strategic decision-making, providing regular status updates
  • Oversee third-party partners for design, web, merchandise, PR, and other areas deemed necessary
  • Evolve marketing KPIs, business processes, and partner roster
  • Collaborate cross-functionally with each department to support company revenue growth and an accountable team culture

Brand and Content Generation

  • Work with leadership team to solidify market positioning to staff, partners, and customers
  • Maintain Threes Brewing’s style guide to ensure a framework of consistency and cohesion
  • Oversee digital asset management by cataloging and disseminating marketing-related files
  • Support sales channels by developing of promotional materials for all customer segments
  • Order and maintain merchandise catalog for consumers and trade swag
  • Maintain and oversee company website and all other front-end materials
  • Work to expand the demographic reach of Threes Brewing beyond the existing fanbase

Demand Creation & Customer Retention

  • Editorial responsibilities for social media posts, stories, and replies across social platforms
  • Develop email marketing programs that deliver value for existing fans of the brand
  • Deliver best practices for SEO to facilitate more earned media opportunities
  • Drive attendance to company produced events on and offsite
  • Craft programs that build awareness for new company products, projects, etc.
  • Work with third-party partner to build and maintain ROI-positive marketing campaigns designed to (a) drive beer sales, (b) source qualified leads for private events and (c) develop audiences for public events

Public Relations

  • Oversee all beer releases, including consumer communication and cross-departmental workflow
  • Identify market trends that can be leveraged into business opportunities
  • Support agency partner with targeted press information and sample product shipments
  • Target key influencers and act as a liaison for Threes Brewing wherever appropriate
  • Customize and deploy a launch plan for all major company initiatives

Requirements:

  • 5-7 years of experience in marketing in the CPG and/or craft beverage industry
  • 3-5 years of deep focus on performance-based growth marketing
  • MS Office / Google Analytics / Adobe Suite skills
  • Passion for understanding business drivers and executing against them
  • Expertise with web/email/social media and reporting platforms including Google Analytics
  • Ability to distill complex ideas into ones that are easy to navigate and resonate with people in the real world
  • Experience planning brands based upon creativity, strategic alignment, and consumer impact
  • Employment at growth-stage company highly preferred

*PDF Preferred