Director, Marketing Hawaii Coffee Company

Department: Administration 

Job Status: Full Time

FLSA Status: Exempt 

Reports To: President

Job Type: Non-Union 

Amount of Travel Required: Occasional

Work Schedule: Monday – Friday

Positions Supervised: Marketing Department and Café experience team

POSITION SUMMARY

Hawaii Coffee Company — home to beloved brands like Lion Coffee, Royal Kona Coffee, and Hawaiian Islands Tea is seeking a Marketing leader to champion the next phase of growth for our iconic Hawaiian brands.

This position will develop and execute a strategy that unites traditional brand-building with modern performance marketing. This leader will partner closely with Ecommerce, Sales, Operations, Finance, and International leaders to build profitable growth.

A key priority for this role is increasing brand relevancy and penetration with tourists visiting Hawaii while strengthening loyalty with our core consumer base. The position will also serve as a global brand architect, partnering with international teams — including Japan — to advance the positioning of Hawaii Coffee Company worldwide. This is a highly strategic and hands-on role that requires making the most of a modest marketing budget through creativity, resourcefulness, and strong cross-functional partnership.

ESSENTIAL FUNCTIONS

Essential Functions Statement(s)

● Tourism Marketing: Develop programs and partnerships that build awareness, trial, and conversion among Hawaii tourists, turning visits into long-term brand relationships.

● Shopper Omnichannel Marketing: Develop and deploy shopper marketing strategies and budgets across retail and ecommerce channels; optimize spend effectiveness to influence purchase and drive profitable growth.

● Brand Building: Modernize and reposition legacy brands while honoring their heritage; increase consumer awareness, loyalty, and advocacy.

● Ecommerce Growth: Oversee the Director of Ecommerce and accelerate digital commerce performance, optimizing consumer experience and driving repeat purchases.

● Innovation & Insights: Build a robust innovation pipeline grounded in consumer research and trends.

● Cross-Functional Partnership: Collaborate with Sales, Operations, and Finance to align on strategies that maximize profitability.

● Budget Optimization: Develop and execute efficient marketing strategies that deliver maximum impact within a limited budget; prioritize initiatives with strong ROI and measurable results.

● Global Expansion: Support international growth by defining and advancing brand positioning; serve as thought partner to the GM of Japan.

● Team Development: Inspire, mentor, and grow a high-performing marketing organization.

Other Functions:

Performs other related duties as assigned.

POSITION QUALIFICATIONS

Core Competencies

· An experienced leader and executive with appropriate industry experience preferred.

· A player/coach mentality — able to think strategically at the enterprise level while also rolling up sleeves to execute with excellence.

· Resourcefulness – ability to deliver strong results with limited resources through creative problem solving, collaboration, and efficient execution.

· An energetic, forward-thinking and creative individual with high ethical standards and an appropriate professional image.

· A strategic visionary with sound skills, analytical, good judgment and strong operational focus.

· An intelligent and articulate individual who can relate to people at all levels of the organization and who possesses excellent communication skills, both oral and written.

· A well organized and self-directed individual who is a team player.

· Ability to read, analyze and interpret the most complex documents.

· Ability to respond effectively to the most sensitive inquiries or complaints.

· Ability to manage the senior executive team and is responsible for their performance management, hiring and termination.

Competency Statement(s)

· Communication, Written – Ability to communicate in writing clearly and concisely.

· Collaboration - Collaborates positively to effectively build relationships with customers and co-workers to achieve company objectives and contribute to overall organizational success. Works effectively within a diverse environment. Exhibits a positive attitude and contributes to overall team success.

· Organized – Being organized or following a systematic method of performing a task.

· Communication, Oral – Ability to communicate effectively with others using the spoken word.

· Responsible – Ability to be held accountable or answerable for one’s conduct.

· Honesty / Integrity – Ability to be truthful and be seen as credible in the workplace.

· Accountability – Ability to accept responsibility and account for his/her actions.

· Reliability – The trait of being dependable and trustworthy.

· Friendly – Ability to exhibit a cheerful demeanor toward others.

· Customer Oriented – Ability to take care of the customer’s needs while following company procedures.

Personal Attributes

1) Above all, the highest levels of integrity and character.

2) Strong and convincing visionary leader who can build, inspire and play several critical roles in an organization.

3) A team-oriented, collegial and collaborative leader who is able to create an open environment for all levels of the organization. Good networking skills and contacts; excellent people skills.

4) A leader who assesses her or her own strengths and weaknesses and pursues all appropriate training and development opportunities.

Reasonable Accommodations Statement

To accomplish this job successfully, an individual must be able to perform, with or without reasonable accommodation, each essential function satisfactorily. Reasonable accommodations may be made to help enable qualified individuals with disabilities to perform the essential functions.

SKILLS & ABILITIES

Experience: Minimum of 10-15 years’ experience in the beverage or CPG industry with significant exposure to brand-building activities. Experience managing a team.

Education: Bachelor’s Degree required. Master’s Degree in Business Administration, Marketing, or related field preferred.

Computer Skills: To perform this job successfully, an individual should have knowledge of Microsoft Office applications.

Language: Well-developed verbal and written English communication skills.

PHYSICAL DEMANDS

The physical demands described her are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

The employee is frequently required to stand; walk; reach with hands and arms and talk or hear. The employee must frequently lift and/or move up to25 pounds. Specific vision abilities required by this job include close vision, distance vision and ability to adjust focus.

N (Not Applicable) Activity is not applicable to this position.

O (Occasionally) Position requires this activity up to 33% of the time (0 – 2.5+ hrs/day)

F (Frequently) Position requires this activity from 33% - 66% of the time (2.5 – 5.5+ hrs/day)

C (Constantly) Position requires this activity more than 66% of the time (5.5+ hrs/day)

Physical Demands

Stand F 

Walk F 

Sit F 

Manually Manipulate O 

Reach Outward O 

Reach Above Shoulder O

Climb N

Crawl N 

Squat or Kneel O 

Bend O 

Grasp O 

Speak F

 Lift/Carry

10 lbs or less O

11-20 lbs O

21-50 lbs O

51-100 lbs N

Over 100 lbs N

 Push/Pull

12 lbs or less O

13-25 lbs O

26-40 lbs O

41-100 lbs N

WORK ENVIRONMENT

The work environment characteristics described here are representative of those an employee encounters while performing the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

The work environment is in an office and attending meetings outside of the office.

Office conditions consist of a manufacturing office in a controlled environment with moderate noise from the production area where coffee is roasted, packaged and stored.