Senior Manager, Trade Marketing

Overview

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 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 company was certified as a B Corporation™ furthering its commitment toward operating as a force for good, while delivering better‑for‑you products. The company is headquartered in New York City with international offices in London and Singapore, and is Nasdaq‑listed under ticker symbol COCO.

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.

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

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…