Director of Sales - DSD West, San Francisco or Colorado

ROLE: Director of Sales, DSD

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.

Our Values:

• Human First: We lead with inclusivity, transparency, and empathy.
• Nothing is Impossible: We experiment, learn, and keep moving forward.
• United by Our Will to Win: We stay aligned, work collaboratively, and push toward shared goals.
• Part of Something Bigger: We’re committed to uplifting the communities we’re connected to locally and globally.

As the Director of Sales, you’ll lead the region to achieve revenue, depletion, distribution and execution goals by improving performance of both the AMI team and our Distributor partners. You’ll report to the Vice President of DSD and build a team of direct reports (Market Managers and Retail Sales Managers) to manage relationships with distributors and important retailers.

This is a remote role based in the West. 

WHAT YOU’LL DO:

Planning & Strategy

• Develop distributor business plans (Top 3) within the region and support Market Managers in creating monthly plans with their branches and call points.
• Establish clear performance metrics (KPIs) for your team and foster a high-performance culture.
• Lead sales presentations, negotiations, and trade shows.
• Develop strategies and plans that maintain existing business and identify new sales opportunities to drive growth within your assigned customer base.
• Lead innovation launches by developing full execution plans in partnership with Marketing, Regional & National Accounts, and DSD support.
• Oversee revenue strategy, including S&OP forecasting, to implement comprehensive revenue-generation plans across all channels.
• Drive internal and external volume, distribution and retail execution targets.
• Create action plans to address gaps in performance.
• Analyze sales data and market trends.

People & Distributor Management

• Performance management and leadership development of all direct reports
• Collaborate with Leadership and HR on talent planning
• Maintain relationships and conduct regular business meetings with Top 3 Retailers and support plans for your teams to meet with district leaders in your territory.
• Build a strong partnership with Market Development Director to align on strategy.
• Provide input into channel strategy and the development of retail standards.
• Participate in rationalizing and selecting retail marketing programs for the region.

WHAT YOU’LL BRING:

• 8+ years of sales leadership experience, ideally within CPG, beverage, or DSD environments
• Proven experience leading distributor relationships and regional sales team
• Strong analytical mindset with comfort reporting on revenue performance, market conditions and strategic initiatives
• Experience managing complex, multi-stakeholder relationships and establishing new customer relationships
• Ability to lead, coach, and develop high-performing teams

KEY COMPETENCIES:

• Demonstrates a strong ownership mindset, proactively driving goals and addressing performance gaps.
• Leads with human‑first principles, fostering empathy, inclusion, and the development of high‑performing teams. 
• Excels in building and maintaining effective cross‑functional partnerships across Sales, Marketing, and broader business teams.
• Navigates complex distributor and retailer relationships with strategic communication, collaboration, and follow‑through.
• Applies strong analytical thinking to inform decisions, planning, and execution across regional sales initiatives.

A NOTE FROM US 

We welcome you to apply—even if you don’t check every box. We’re big fans of curious, growth-minded people who want to learn, contribute, and make an impact. If you feel connected to our brands and our mission, we’d love to hear from you.

A reasonable estimate of the current pay range for this position is $85,000 - $95,000 per year. The base pay actually offered may vary depending on the candidate’s geographic region, job-related knowledge, skills, and experience among other factors. A bonus and/or long-term incentive units may be provided as part of the compensation package, in addition to the full range of medical, financial, and/or other benefits, dependent on the level and position offered.

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.