Brand Manager - Dutch Bros

About Us:

Trilliant Food & Nutrition is a leading, vertically integrated manufacturer of premium coffees products, proudly headquartered in Little Chute, Wisconsin. With a legacy rooted in quality, innovation, and service, Trilliant delivers branded and private label solutions across retail, foodservice, and e-commerce channels.

Horseshoe Beverage Company, Trilliant's sister company based in Neenah, WI, is a leading ready-to-drink beverage manufacturer dedicated to delivering an exceptional beverage experience. By combining industry-leading talent, cutting-edge equipment, and a vertically integrated supply chain, we drive innovation and consistently deliver the highest quality products to our customers-first and fast.

Our brand portfolio includes Dutch Bros, Victor Allen's, and Nurri, our better-for-you protein beverage line. We are passionate about beverages - and about building a team that's just as energized. 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.

Key Responsibilities:

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.

Qualifications

• 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 IP/brand guidelines and co-marketing alignment.
• Exceptional leadership, communication, and stakeholder management skills.
• Bachelor's degree required; MBA or advanced degree preferred.
• Up to 25% travel required.

Preferred Experience

• CPG coffee and/or beverage experience
• Experience managing, launching or scaling licensed or joint venture brands.

Why Join Us

This is a rare opportunity to lead a fast-scaling business with the agility of a start-up and the brand power of a nationally recognized name. You'll have the platform, autonomy, and resources to build something lasting-while collaborating closely with one of the most beloved brands in the country.

Hours, Location and Pay:

We offer a competitive base pay rate and comprehensive benefits package for full-time employees. This role works standard business hours at our Little Chute, WI manufacturing facility. Travel up to 25% required.

Physical and Mental Demands:

* While performing the duties of this job, the employee is frequently required to sit, hear, use hands to type data, use a personal computer and telephone.

* Specific vision abilities required in this job include close vision and the ability to adjust focus. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

* Mental demands include multi-tasking, decision making, problem solving, comparing, copying, computing, compiling, analyzing, coordinating, and synthesizing data.

Safety Statement:

At Trilliant and Horseshoe, safety is every employee's first responsibility. We expect all employees to adhere to all safety practices, have the moral courage to stop other individuals from performing unsafe acts, and immediately report unsafe conditions.

Disclosures:

• The above statements are intended to describe the general nature and level of work being performed by people assigned to this classification. They are not to be construed as an exhaustive list of all responsibilities, duties, and skills required of personnel so classified. All personnel may be required to perform duties outside of their normal responsibilities from time to time, as needed.
• Responsible for following food safety/regulatory policies and procedures, executing responsibilities as identified in standard operating procedures, and reporting food safety/regulatory concerns to the Production or Quality Manager.
• Trilliant Food & Nutrition and Horseshoe Beverage Company are Drug Free Workplaces. All applicants are subject to a drug screen and background check as a condition of employment.
• Trilliant Food and Nutrition and Horseshoe Beverage participate in the E-Verify process.
• EEO/AA including Vets and Disabled
• If you need a reasonable accommodation for any part of the employment process, please contact us by email at HR@trilliantfood.com and let us know the nature of your request and your contact information.
• Trilliant Food and Nutrition is an Equal Opportunity Employer.
• The principles of the OECD and UN have been taken into consideration and used as guidance in our human rights practices and procedures.