General Manager, New Venture

About Trade Coffee Trade Coffee is building the future of specialty coffee at home. We'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. About the Role 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. What You'll Do 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 What We're Looking For 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 ideas into reality
Bias toward action balanced with strategic thinking
Scrappy and resourceful. You find ways to make things happen.
High standards for yourself and your team
Entrepreneurial spirit with the discipline of an experienced operator Why This Matters You'll own a new business from day one. Every strategic decision, every hire, every launch milestone will be yours to shape. You'll have the resources and infrastructure of an established company (capital, expertise, operational support) without the constraints of legacy systems or existing business models. This is the opportunity to build and lead a business with the backing of a proven company behind you. How We Work We're based in Midtown Manhattan with a hybrid model: in office Tuesday through Thursday. Great products are built through close collaboration. We move faster and build better when product, brand, and operations work together in real time. If you thrive on quick problem-solving, shaping ideas collaboratively, and working alongside focused builders, you'll feel at home here. What We Offer
The chance to help grow a profitable, mission- and values-driven company alongside an experienced leadership team
The opportunity to deepen your skills and make a lasting impact as the organization scales
Ongoing mentorship and support from leadership and management
A competitive salary and unlimited vacation
$500 a year to spend on amazing coffee
Best-in-class health benefits and a 401(k)
Twice-monthly catered lunches
A pet-friendly office
Two paid days of Trade-sponsored community service each year NYC Base Salary Range $175,000—$275,000 In addition, Trade offers comprehensive benefits, including company-paid health, dental, and vision insurance, 401(k), flexible spending account, and paid leave (including vacation time and parental leave) in accordance with applicable plans and policies.