Brand Manager - Dutch Bros

Overview

Brand Manager - Dutch Bros (Manufacturing)

About Us:

Trilliant Food & Nutrition is a leading, vertically integrated manufacturer of premium coffees products, headquartered in Little Chute, Wisconsin. Trilliant delivers branded and private label solutions across retail, food service, and e-commerce channels. Horseshoe Beverage Company, Trilliant's sister company in Neenah, WI, is a leading ready-to-drink beverage manufacturer dedicated to delivering an exceptional beverage experience. Our brand portfolio includes Dutch Bros®, Victor Allen's®, and Nurri™, our better-for-you protein beverage line.

We invite you to explore opportunities at Trilliant or Horseshoe to see if your talents and career aspirations may fit with our openings. Our Core Values:

Position Overview:

We are seeking two collaborative and brand-savvy Brand Managers to lead strategy and day-to-day execution for our licensed Dutch Bros product lines. The first position, Brand Manager Core Products, will focus on our core coffee lines and the second position, Brand Manager New Categories, will drive growth in new, adjacent categories. These key roles will be responsible for delivering marketing excellence, ensuring brand integrity, and driving growth across retail and e-commerce channels.

The ideal candidate has a strong foundation in brand management and is passionate about delivering a best-in-class consumer experience through thoughtful planning, coordination, and creative execution.

• Strategic & Commercial Leadership:
  Support the development and execution of strategic plans that drive brand growth and equity within licensed categories and channels. Assist in annual planning and forecasting to inform business strategies and product roadmaps. Identify brand-building opportunities across new products, marketing initiatives, and emerging channels. Ensure brand strategy and execution align with Dutch Bros' vision and Trilliant's commercial objectives.
• Sales & Go-to-Market Execution:
  Collaborate with Sales and Marketing teams to execute go-to-market plans that maximize retail and e-commerce performance. Develop retail activation strategies and support promotional execution to drive velocity. Ensure all field marketing and sales materials reflect brand standards and reinforce positioning.
• Brand Stewardship & Licensor Partnership:
  Act as a key point of contact for Dutch Bros management team, maintaining strong alignment and communication. Manage brand approvals across packaging and marketing campaigns, ensuring adherence to brand guidelines. Maintain a clear understanding of the licensor's brand tone, values, and visual identity—and uphold them in all executions. Compile and deliver regular brand performance updates and marketing recaps to Dutch Bros stakeholders.
• Innovation & Product Development:
  Collaborate with Innovation, R&D, and Supply Chain teams to support new product development and commercialization. Conduct competitive analysis and category research to identify consumer insights and whitespace opportunities. Ensure new product concepts meet Dutch Bros brand expectations and market relevance.
• Cross-Functional Collaboration:
  Translate brand strategies into executional plans that deliver on timing, quality, and brand promise. Serve as a central liaison between Brand, Sales, Creative, and Operations to ensure cross-functional alignment. Support demand planning, packaging timelines, and product readiness in partnership with Ops and Supply Chain.
• Performance Tracking & Reporting:
  Monitor brand KPIs, including sales, market share, distribution, and consumer sentiment. Prepare and present regular performance summaries and dashboards for internal and licensor stakeholders. Ensure royalty reporting and licensing requirements are fulfilled in coordination with Finance and Legal.

• 3+ years of experience in CPG brand management with demonstrated success leading a larger-scale Brand ($300MM+ Revenue); strong background in brand-led product categories.
• Proven ability to operate in a matrixed or partnership environment (e.g., licensing, JV, franchise).
• Experience working with external brand relationships, including…