Vita Coco, the leading coconut water brand, launched in 2004 when two friends, Michael Kirban and Ira Liran learned about the tropical elixir after a chance encounter at a New York City bar. Not only did their discovery bring coconut water into the mainstream beverage aisle, it rebranded coconut water as a premium lifestyle drink and helped propel the trend of natural-functional beverages. Fast forward 15 years, and Vita Coco is available in 30 countries and has expanded coconut water into new occasions with innovations like Vita Coco Pressed, Coconut milk, and Coconut Oil.  

In 2018, All Market Inc., the parent company created by Michael and Ira, expanded into a true portfolio company, making it one of the largest independent and privately-owned beverage companies in the world. With the acquisition of RUNA, a clean energy drink, and the creation of Ever & Ever, an environmentally-minded, sustainably-packaged water category, the company is changing the ready-to-drink beverage landscape by offering its consumers better-for-you, yet convenient, options. Most recently, the company developed PWR LIFT – a better-for-you sports drink with 10 grams of whey protein. Despite massive growth and success, The Vita Coco Company maintains the same entrepreneurial spirit on which it was founded, with a can-do culture that’s just beginning to tap the potential of the better-for-you beverage space. Vita Coco is headquartered in New York City with international offices in London.

The Vita Coco Content Specialist will work in the field regularly as well as in the NY Office in a Hybrid environment. Reporting directly to our Associate Manager of Content, this individual will be responsible for contributing to our content marketing machine, focusing on creating refreshingly real content across Owned (TikTok & IG) & Paid channels (creator, influencer, ads). This person will focus on the Vita Coco brand – and work alongside a counterpart focused solely on PWR LIFT.

Main Responsibilities:

Social Content

  • Be an idea generator – this individual will be expected to be not only exceptional behind an iPhone camera, but also abundant in social content ideas.
  • What new TikTok series should we launch?
  • How can we tap into humor or consumer truths to come up with something that hits?
  • How can we quickly capture the content we need to jump on a trend, edit it, and go live before the trend dies out?
  • How can we leverage existing resources (a bench of creators, employees, your content team and yourself) to create content that is super engaging online and that others want to partake in?
  • Be an idea executer – with support from the Social Media Manager & Associate Manager, Content Strategy, this individual will be responsible for capturing low-fi content using untraditional methods, such as…
  • Shooting at “The Coconut Hub” aka our Union Square HQ
  • Organizing your own low-cost shoot
  • Capturing user-generated-content at events/on the ground
  • Working with our more traditional, in-house creative team to capture more organic-feeling content at lifestyle/product shoots
  • Set the bar – for what it means to produce meaningful, hilarious, entertaining social content.

Influencer Campaigns

  • A brand cannot produce exceptional social content without creators, and this role entails working with them to make a story come to life across various channels (i.e. their own feed, our feed, or in Ads).
  • Paid influencer campaigns will also be a part of the content marketing strategy, and this individual will be expected to support in all areas needed to execute and report on said campaigns. This may include product seeding, sourcing, working with the influencer agency to brief, relationship management, and reporting back on performance.


  • Obsessed with internet trends and culture
  • Knows how to take a vision and execute on it to produce social-first content using an iPhone
  • Results-driven – knows how to build an engaged following on social
  • Believer in the power of long-term brand building
  • Not afraid to be in front of or behind the camera
  • Organized, open to travel, doesn’t want to sit at a desk all day 😊

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.

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 $45,000-$60,000. Sales roles are also eligible for incentive pay targeted at 10% of base salary. 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.