The Brand Manager, Emerging Brands will be responsible for driving the next stage of growth for Vita Coco by launching new brands through a multichannel distribution network. He/she/they is someone who can do strategy and execute at the same time. They’re a passionate self-starter who loves building and growing brands. This role is based out of our NYC HQ reporting directly to the Global Director of Innovation.

Main Responsibilities:

  • Lead the marketing for Vita Coco's new brands, driving the launches and overall brand management for 1-3 test brands at a given time
  • Lead the development of 360-degree marketing campaigns, owning the creative strategy and idea and working with the cross-functional team to implement it through the line across media, retail, owned content, PR, and experiential
  • Partner closely with:
  • The Sales team to develop and execute market and retail plans
  • The E-commerce and digital media team to develop and execute content, media, and acquisition strategies
  • The Field Marketing and PR teams to drive trial and buzz around new products
  • The Social team to develop and execute content and engagement strategies
  • The Operations team to ensure forecasting changes are reflected in demand/supply planning
  • Manage the P&L for each new brand, including monthly tracking and reconciliation of marketing budget
  • Lead the innovation strategy and pipeline planning for new brands, working closely with the Global Director of Innovation
  • Maintain and monitor key project timelines and follow up with cross-functional team members on an ongoing basis
  • Create compelling stories to illustrate brand marketing plans, and present them to peers and senior leadership
  • Dig into the data to generate and present analysis of brand and business performance; be the expert on what’s working and not working and recommend necessary interventions
  • Lead and implement renovation workstreams to optimize liquid and packaging where necessary
  • Work with Business Intelligence team and leverage existing and new tools to uncover category, competitive, and consumer insights that can drive Vita Coco's new brands forward
  • Own the translation of brand calendars into the retail marketing calendar, including developing breakthrough shopper programs and disruptive merchandising tools to capture attention on the path to purchase and convert to trial
  • Champion the consumer day in and day out question how things are done and make sure we are relentlessly pursuing new avenues to create meaningful connections
  • Be the brand steward and collaborate with content and creative teams to ensure all creative and copy applications are aligned to visual and content strategies


  • Years of experience: 3-5 years marketing experience
  • Professional Experience:
  • Experience in Food & Beverages or on a lifestyle brand/agency team
  • An understanding of how to run marketing at a big CPG, but with a willingness to break some rules and have some fun
  • Strong financial background – has experience with managing P&Ls
  • Key Skills & Abilities:
  • Capable writer – from presentation decks to concepts
  • Strong quantitative and analytical skills
  • Ability to move quickly and independently
  • Comfortable with ambiguity
  • Proactive problem-solver – is always thinking several steps ahead
  • Strong project management skills
  • Strong presentation skills
  • Excellent communication and negotiation skills
  • Ability to work in a team-based culture

We currently have a 2 day per week in office requirement, to work from our office successful candidates must be fully vaccinated against COVID-19 and submit proof of vaccination, unless they qualify for a reasonable accommodation for bona fide medical or religious reasons.

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.