Director of Sales and Marketing

About Disco Coffee Roasters

Disco is a specialty coffee company with a growing portfolio that includes roasted coffee, premium matcha, commercial and home equipment (espresso machines, grinders, brewers, water filtration), and a service subsidiary that installs, maintains, and repairs equipment. We partner with cafés, hospitality groups, offices, and discerning home users, delivering product excellence backed by responsive service.

Role overview

We’re hiring a Director of Sales & Marketing to own revenue growth across wholesale, equipment, e‑commerce/DTC, and services. You’ll set strategy, build and lead the team, and run the go‑to‑market engine—from brand and demand gen to pipeline, pricing, and key accounts. This role is both strategic and hands‑on, working tightly with Operations, Finance, and our Service team to drive profitable, sustainable growth.

Location: Washington DC or Charlotte NC area, 25–40% travel for key accounts, events, and team meetings

Reports to: CEO

What you’ll do

• Strategy and ownership
• Own the commercial plan and forecast for coffee, matcha, equipment, and service revenue; deliver quarterly and annual targets for revenue, margin, and retention.
• Define channel strategy: wholesale (cafés, restaurants, hospitality, offices), distributors/resellers, e‑commerce/DTC, marketplace partners, and retail collaborations.
• Build pricing, promotions, and packaging strategies that balance growth with margin.
• Sales leadership
• Build, lead, and coach a high‑performing sales team; set territories, comp plans, playbooks, and training.
• Develop a disciplined pipeline process (MQL→SQL→Closed Won), implement MEDDICC/BANT or similar qualification, and drive consistent forecasting.
• Lead enterprise/key account pursuits (multi‑unit groups, hotels, corporate offices), RFPs, and contracts.
• Equipment and service growth
• Scale equipment sales with manufacturer partnerships, demos, financing options, and bundle offers.
• Drive attach rates for service contracts on every equipment sale; coordinate installs, PM programs, and SLAs with the Service subsidiary to maximize uptime and customer lifetime value.
• Build service lead funnels (preventive maintenance, emergency repair, filter changes) via marketing campaigns and account management.
• Marketing and demand generation
• Own brand and performance marketing: positioning, messaging, content, email/CRM, paid social/search, SEO, website/Shopify optimization, and conversion rate optimization.
• Plan and execute product launches (seasonal coffees, matcha SKUs, equipment bundles) with campaign calendars and clear offers.
• Manage events, trainings, and trade shows (SCA, regional shows); develop field marketing kits and café partner activation programs.
• Build and manage the MarTech stack (HubSpot/Salesforce or similar, marketing automation, analytics); maintain clean data and dashboards.
• Partnerships and community
• Cultivate relationships with equipment manufacturers, water filtration providers, distributors, and referral partners.
• Develop co‑marketing and training programs (barista education, equipment care, matcha menu development) that differentiate Disco.
• Cross‑functional collaboration
• Align sales/mktg forecasts with Roasting/Operations capacity and inventory buys (green coffee, matcha, parts).
• Provide market feedback to Product/Roasting on quality, flavor profiles, and new SKUs; inform service parts stocking.
• Partner with Finance on pricing, margin analysis, and promos; ensure contract terms protect service delivery.

What success looks like in 12 months

• Hit or exceed revenue and gross margin targets across coffee, matcha, equipment, and services.
• 3–4x qualified pipeline coverage; consistent, accurate 90‑day forecasts.
• +25–40% growth in active wholesale accounts with <10% churn; meaningful expansion within top 20 accounts.
• 30%+ service contract attach rate on equipment sales; improved technician utilization and SLA compliance.
• DTC growth with improved CAC:LTV, ROAS within targets, and +2–3x email list growth.
• Website conversion and average order value up; clear attribution across campaigns.
• Compelling brand presence and steady inbound from events, content, and partnerships.

Qualifications

• 8+ years progressive experience in sales and marketing, including 3+ years leading teams; specialty coffee, beverage CPG, or foodservice equipment strongly preferred.
• Proven success owning a revenue number across B2B wholesale and e‑commerce/DTC; comfortable with both consumables and durable goods.
• Experience selling and marketing equipment with service offerings (install/maintenance/repair) and building recurring revenue via contracts.
• Data‑driven operator with strong forecasting, pricing, and funnel analytics; expert in CRM/automation (HubSpot/Salesforce), Shopify (or similar), and performance channels.
• Excellent communicator and negotiator; comfortable with key accounts, distributors, and manufacturer relationships.
• Hands‑on leader who can build playbooks, coach reps, craft messaging, and jump into a sales call or a campaign review.
• Nice to have: Existing network in cafés/hospitality/office coffee; familiarity with espresso/brewer brands; SCA involvement; comfort running trainings.

Key skills

• GTM strategy, brand and growth marketing, demand gen, field/partner marketing
• Pipeline management, enterprise sales, account management, and renewals/expansion
• Pricing, promotions, margin management, and contract negotiation
• Content, email/CRM, paid media, SEO, web merchandising/CRO
• Cross‑sell/upsell motions linking equipment, consumables (coffee, matcha), and services

Compensation and benefits

• Competitive salary with performance bonus tied to revenue and margin
• Benefits package and travel expense coverage.
• Coffee/equipment perks and professional development opportunities.

How to apply

• Send your resume/LinkedIn and a brief note on a commercial program you led that drove measurable growth (include metrics) to [email protected]. Portfolio or campaign examples welcome.

Equal Opportunity

Disco Coffee Roasters is an equal opportunity employer. We celebrate diversity and are committed to creating an inclusive environment for all employees.