About Alec’s Ice Cream

Alec’s Ice Cream is building a next-generation food company focused on naturally better-for-you daily indulgences. We believe consumers should not have to choose between exceptional taste, ingredient integrity, and products they can feel good about enjoying regularly.

We are changing the way people indulge by creating products that feel more modern, more craveable, and more aligned with what consumers want today. Our goal is to help redefine the category and build the brand that becomes the defining next-generation name in ice cream.

For people who want to be self-starters, own their function with real autonomy, and work with a values-led team on a big mission, Alec’s is a place to do meaningful work and help build something exceptional.

Why This Role Matters

People fall for Alec's fastest when they taste the product and meet the brand in person. Every sample, demo and Costco roadshow is a chance to turn a first taste into a repeat buyer and to build the bottom-up demand that drives velocity at retail. This role owns those moments nationwide. You'll own the event calendar, design what a great Alec's event looks and feels like, staff it in every market, and prove what each event returns in sales.

This isn't a coordinator role. We're looking for someone who has done this before, who can turn a goal into a fully planned, staffed and stocked event without being walked through it, and who gets better with coaching, not training.

What You'll Own

• The field event calendar. Build and own the national calendar for sampling, demos and roadshows. Plan it with Sales around account priorities, retailer timing and launches, and fold in flagship partnership and experiential events.
• The brand experience at your events. Work with our Creative Director and Sr. Manager, Partnerships & Experiential to design how our booths, demo stations and roadshow setups look and feel. Decide what materials make an event feel like Alec's: booth builds, signage, sampling ware, uniforms, merch, freezers and display.
• Costco roadshows from start to finish. Club selection with Sales and our broker, inventory and logistics, staffing, booth setup, daily sales tracking, and post-roadshow analysis to decide where we go next.
• Campus pop-ups. Pop up at colleges and universities with sampling events that send students to nearby retailers carrying our product. Pick campuses and partner accounts with Sales so every event drives sell-through close by.
• Trade show support. Support the team at industry and retailer trade shows: keep signage and booth materials (tablecloths, displays, collateral) current, coordinate shipping and logistics, and provide sampling help when needed.
• Staffing at scale. Recruit, train and manage ambassadors and staffing agencies across multiple markets at once. Keep fill rates high and quality consistent, and handle no-shows before they become our problem.
• Brand standards in the field. Train ambassadors to tell our gut-health story so it's fun, accurate and within approved claims. Audit events and hold partners to the standard everywhere, not just where we're watching.
• Logistics and cold chain. Product, freezers, dry ice and kits arrive on time and in perfect condition.
• Budget and vendors. Own the field budget. Choose and negotiate with sampling and staffing agencies, event production, cold chain, and merch and print suppliers.
• Measurement. Track cost per sample, units sold per event day, velocity lift in sampled accounts, roadshow ROI and fill rates. Report what works and cut what doesn't.
• On-site leadership. Be at the events that matter most: launches, top roadshows and new markets. Set the bar there in person.

What Success Looks Like in Year One

• A field playbook and a standard Alec's event kit used at every event
• A Costco roadshow program that consistently hits its unit and ROI targets and supports adding new regions
• Reliable staffing coverage across our priority markets
• Measurable sales lift in the accounts where we sample
• A field budget that's on plan and getting more efficient

Qualifications

• 6+ years in field marketing, sampling or event operations, preferably in CPG food and beverage. Frozen or refrigerated experience is a strong plus.
• Hands-on Costco roadshow or club program experience. You know the economics and the logistics.
• A track record of building and managing distributed staffing across many markets, through agencies, your own ambassador network, or both.
• A strong eye for brand. You've designed booths and event kits and know what separates a premium setup from a folding table and a tablecloth.
• Experience owning a field budget and tying programs to sell-through.
• Excellent operations skills: calendars, logistics, inventory and contingency plans.
• You thrive in a fast-growing, founder-led company. You're self-directed, you show up for the team, and you're comfortable on-site on weekends.
• Based in or willing to relocate to the Los Angeles area
• Bonus: experience with claims guidance for functional food, or with natural and specialty retail.