General Manager, NewCo

About Trade Coffee

Trade Coffee is building the future of specialty coffee 've created the country's largest marketplace of exceptional independent roasters, using personalization technology and deep coffee expertise to match hundreds of thousands of customers with coffees they love. Our platform connects people to 450+ coffees from America's best roasters. Every bag is roasted fresh to order and shipped direct. We're democratizing access to specialty coffee while empowering small roasters to scale and thrive.

This new brand is not an extension of Trade. It's a completely new business under the same corporate umbrella, with a different go-to-market strategy and customer promise. Trade will continue to operate independently under the leadership of its own GM, while this new brand is built and scaled as its own platform.

As General Manager, you'll take full ownership of this business. You'll build and execute the go-to-market strategy, oversee development of the digital experience, and lead every part of getting the business launched. You'll then continue leading it through scale and growth. This is a rare opportunity to shape something from the ground up, with the support and infrastructure of an established business behind you.

Build and Launch the Business

• Own the go-to-market plan and lead it through execution
• Oversee digital product development and customer experience
• Coordinate across product, brand, marketing, and operations
• Build a launch-ready business with clear positioning, traction, and identity

P&L and Business Ownership

• Set goals and drive accountability across all levers of growth
• Make investment decisions and prioritize across functions
• Own financial performance and reporting

Cross-Functional Execution

• Leverage shared services from Trade while building a distinct operating model
• Drive alignment and clarity across centralized and brand-specific teams
• Operate with urgency, quality, and accountability

Team Leadership

• Hire and manage an early team across product, growth, and creative
• Build an operating cadence that drives progress
• Instill a culture of speed, ownership, and high standards

Experience

• 8-10+ years building and scaling businesses, with direct experience taking a product or business line from launch through scale
• Has operated across stages, from scrappy early builds to leading execution in more mature, scaled environments
• Led and scaled teams of 5-30 people across product, growth, and/or operations
• P&L ownership with accountability for a business doing $25M+ annually
• Proven track record in direct-to-consumer ecommerce, ideally in subscription or consumables
• History of launching new products, brands, or businesses that gained meaningful traction, not just optimizing existing ones

We re looking for someone who has already:

• Built a go-to-market strategy and executed it through launch and early growth
• Done the scrappy, hands-on work of building something from nothing, and also driven relentless execution across a team as the business scaled
• Made hard investment tradeoffs with limited resources and delivered results anyway
• Hired early teams and created the operating rhythms that drove momentum
• Navigated ambiguity without waiting for permission or perfect information
• Operated as an owner, not just a functional leader

Business Acumen

• Deep understanding of ecommerce unit economics and growth levers
• Skilled at setting strategy and translating it into executable plans
• Experience making smart investment decisions and prioritizing ruthlessly
• Comfort navigating both building new capabilities and leveraging shared services
• Track record of driving results in resource-constrained environments

Leadership & Execution

• Proven ability to hire, develop, and manage high-performing teams
• Clear communicator who can rally people around a vision and drive alignment
• Decisive leader who moves with speed while maintaining quality
• Experience building operating rhythms and cadences that create momentum
• Skilled at working across functions and influencing without authority

Mindset

• Strong sense of ownership. You treat the business like it s yours.
• Comfortable with ambiguity and energized by turning…