General Manager, New Venture

About the Company

The company is building a major specialty coffee marketplace for at-home customers. It brings together hundreds of thousands of shoppers with more than 450 coffees from leading independent roasters across the United States. Each order is roasted fresh and delivered directly, with a strong focus on personalization, specialty-quality coffee, and helping smaller roasters grow through access to a wider market.

The role is for a brand-new business created under the same corporate umbrella, but it is not a continuation of the existing Trade Coffee business. It has its own market approach and customer promise, and will be developed and scaled independently.

Role Overview

As General Manager, you will hold end-to-end responsibility for launching and scaling this new venture. You will shape the go-to-market strategy, guide the digital product and customer experience, and oversee the full launch process. After launch, you will continue to lead the business through its next stage of growth, with the backing of an established organization behind you.

Launch and Build the Business

• Lead the go-to-market strategy from planning through execution.
• Direct the development of the digital product and overall customer journey.
• Work closely with product, brand, marketing, and operations to keep execution aligned.
• Prepare the business for launch with clear positioning, early traction, and a strong identity.

P&L and Business Ownership

• Set business goals and ensure accountability across growth drivers.
• Decide where to invest resources and how to prioritize across teams and functions.
• Own financial performance and reporting for the business.

Cross-Functional Execution

• Use shared services from the parent company while creating a distinct operating model for the new brand.
• Keep centralized and brand-specific teams aligned with clear direction.
• Maintain urgency, quality, and accountability in day-to-day execution.

Team Leadership

• Recruit and manage an early team spanning product, growth, and creative roles.
• Create an operating rhythm that keeps work moving forward consistently.
• Build a culture centered on speed, ownership, and high standards.

What You Bring

You should already have substantial experience building and scaling businesses, ideally from launch to meaningful growth. The ideal background includes working in both early-stage, hands-on environments and more established, scaled organizations. Experience leading teams of 5 to 30 people across product, growth, and/or operations is important, along with direct responsibility for a business generating $25M+ in annual revenue.

Experience in direct-to-consumer ecommerce is strongly preferred, especially in subscription or consumable categories. A history of launching new products, brands, or businesses and creating real traction is essential.

You will also need strong business judgment, including a solid understanding of ecommerce unit economics, growth levers, strategy translation into action, resource prioritization, and investment decision-making. Comfort working in resource-constrained settings and balancing new capability-building with shared services is important.

On the leadership side, the role calls for someone who can hire, coach, and manage strong teams; communicate clearly; drive alignment; and lead decisively without losing quality. You should be comfortable building operating cadences, influencing across functions, and moving quickly in ambiguous situations.

Mindset

The right candidate brings a strong sense of ownership, treats the business as if it were their own, and is energized by ambiguity. You should be scrappy, resourceful, and action-oriented, while still thinking strategically. High standards, entrepreneurial drive, and the discipline of an experienced operator are all key to success in this role.

Why This Opportunity Stands Out

This is a chance to lead a brand-new business from the beginning. You will shape every major decision, from strategy to hiring to launch milestones, while benefiting from the capital, expertise, and operational support of an established company. It is an opportunity to build something new without the limitations of legacy systems.

Work Setup

The team is based in Midtown Manhattan and follows a hybrid schedule, with in-office work on Tuesday, Wednesday, and Thursday. The environment is highly collaborative, with product, brand, and operations teams working closely together to move quickly and solve problems in real time.

Compensation and Benefits

The base salary range for New York City is $175,000 to $275,000 annually. The company also offers comprehensive benefits, including company-paid health, dental, and vision coverage, a 401(k), a flexible spending account, and paid leave such as vacation time and parental leave, according to applicable plans and policies.

• Unlimited vacation
• $500 per year to spend on coffee
• Best-in-class health benefits
• Twice-monthly catered lunches
• Pet-friendly office
• Two paid days per year for company-sponsored community service
• Mentorship and support from leadership
• Opportunity to grow within a mission- and values-driven company