Senior Manager, Trade Marketing

The Vita Coco Company, created in 2004 by Co-CEO Michael Kirban and Ira Liran, produces the leading brand of coconut water in the United States with a growing presence around the world.

In 2021, The Vita Coco Company became a publicly traded, Public Benefit Corporation. With a growing portfolio of natural products, The Vita Coco Company has identified its public benefit purpose as creating ethical, sustainable products that uplift communities and do right by our planet by harnessing and protecting nature’s resources.

In 2022, The Vita Coco Company was certified as a B Corporation™ furthering the Company’s commitment toward operating its business as a force for good, while delivering better-for-you products.

Vita Coco is headquartered in New York City with international offices in London and Singapore. The Company is Nasdaq-listed under ticker symbol COCO.

Position Summary:

The Senior Trade Marketing Manager will own the development and execution of integrated trade marketing strategies that drive volume, visibility, and velocity across key retail and distribution channels including Mass, Grocery, C-store, NSF, Club, Food Service, and more. This cross-functional role sits at the intersection of brand marketing, sales, and category management—leading how the full Vita Coco portfolio (Coconut Water, Coconut Juice, Treats™, and Coconut Milk) shows up in the right place, at the right time, with the right message as the best possible representation of the Vita Coco brand. This is a highly visible leadership role suited for a seasoned trade marketing professional with a proven track record of driving national retail programs end-to-end—from strategy development through in-market execution and ROI optimization—across multiple categories and customers.

This role is based out of our NYC HQ (three-day in office requirement) reporting to the Associate Brand Director.

Key Responsibilities:

 Strategy & Planning:

• Lead the translation of brand and business objectives into channel-specific trade marketing strategies that drive revenue growth and velocities for the full Vita Coco portfolio
• Act as a strategic thought partner to the Associate Brand Director and Sales Directors, influencing commercial planning, innovation launches, and promotional investment decisions
• Own and develop comprehensive strategies for trimester-based 360-degree retail programs (in-store & shopper marketing including Aisle, Fetch, Ibotta, etc.) aligned with brand priorities at a national, channel, retailer-specific level, presenting strategies and championing ideas to senior leadership (CMO, VP Marketing, Sales leadership team)
• Establish and oversee data-driven ROI frameworks to evaluate program effectiveness, partnering with Finance and Category teams to inform and optimize future strategies
• Define and manage the annual trade marketing calendar and investment framework, ensuring alignment with distributor timelines, brand initiatives, and commercial priorities
• Direct planning and execution of national trade shows in partnership with the National Brand Activation Specialist
• Be the champion of the Vita Coco brand at all trade touchpoints across the portfolio, ensuring adherence to brand standards

Cross-Functional Stewardship:

•  Integrate trade and digital retail strategies by collaborating closely with the Omnichannel team to ensure seamless continuity between in-store and online media activations (Amazon, Instacart, retailer-specific platforms, etc.).

• Serve as the primary liaison between Brand, Sales, and Category Management leadership, driving alignment on channel priorities, promotional strategies, and customer-specific programs.
• Represent Trade Marketing at senior cross-functional forums, contributing to go-to-market plans, distribution strategy, and innovation launches with data-driven insights and commercial perspective.
• Leverage consumer and shopper insights to tailor trade programs and messaging that resonate with target audiences and drive conversion at the point of sale.

Sales Enablement:

• Oversee creative development for POS materials with internal Creative team and manage external POS vendor (ADM), ensuring timely and in-budget creation of all selling materials
• Lead the development and optimization of sell-in and in-market execution tools, partnering with Sales and Category teams to deliver compelling retailer presentations, sell stories, and sell decks that secure buy-in and drive incremental opportunities.
• Establish and maintain a best-in-class enablement system—a centralized toolkit and process for organizing, distributing, and maintaining all trade marketing and sales assets across customers and field teams.

Budget Management:

• Own and manage trade marketing budgets across the Vita Coco portfolio, ensuring disciplined allocation, efficient spend, and high-impact program execution based on evolving commercial needs.
• Partner with Finance and Category teams to monitor performance, evaluate ROI, and lead quarterly and annual reviews to inform future budget and investment decisions.

Team Management:

• Lead and develop a high-performing trade marketing team, managing and mentoring two direct reports (Trade Marketing Manager and National Brand Activation Specialist).
• Foster a culture of accountability, collaboration, and growth, empowering team members to take ownership and develop strategic acumen.

Qualifications:

• Bachelor’s degree in marketing, business, or related field

• 8-10 years of experience in trade or shopper marketing, preferably within CPG

• Demonstrated success developing and executing national trade marketing strategies that deliver measurable sales growth

• Strong analytical, strategic thinking, and project management skills

• Strong creative intuition with ability to give creative feedback and translate brand guidelines to trade-first assets

• Excellent communication and collaboration skills; able to influence cross-functionally

• Experience leading and developing direct reports and managing complex budgets

At The Vita Coco Company, compensation decisions are dependent upon a variety of factors, which may include, but are not limited to: skill set, experience, education, training, licensure and certifications, knowledge and abilities of the applicant, alignment with market data, and other business and organizational needs. A reasonable estimate of the current pay range for this position is $120,000 - $140,000. This range may vary for positions that will be performed outside of California, Colorado, Nevada, New York City, Westchester County, NY, Rhode Island, or Washington.

The Vita Coco Company is committed to the principles of equal employment. We are committed to complying with all federal, state, and local laws providing equal employment opportunities, and all other employment laws and regulations. It is our intent to maintain a work environment that is free of harassment, discrimination, or retaliation because of age, race, religion, color, national origin, gender, sex, sexual orientation (including transgender status, gender identity or expression), physical or mental disability, genetic information, marital status, AIDS/HIV status, military service, veteran status, or any other status protected by federal, state, or local laws. The Company is dedicated to the fulfillment of this policy in regard to all aspects of employment, including but not limited to recruiting, hiring, placement, transfer, training, promotion, rates of pay, and other compensation, termination, and all other terms, conditions, and privileges of employment.