Director of Sales, Northeast (Boston, MA)

The Vita Coco Company was created in 2004 by Co-CEO Michael Kirban and Ira Liran and produces the leading brand of coconut water in the United States with a growing presence around the world. The Vita Coco Company’s brands include Vita Coco. In 2021, The Vita Coco Company became a publicly traded, Public Benefit Corporation. 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.

Role

Vita Coco is hiring a Director of Sales (DOS), Northeast; the DOS will lead the region to achieve revenue, depletion, distribution, and retail execution goals by improving performance of both the Vita Coco team and our Distributor partners. Markets range in size from one Distributor in two counties to many Distributors across several states. The DOS will develop and maintain relationships with Distributors to increase share of mind across all levels of their organizations as well as identify opportunities, influence them to capitalize on them and hold them accountable for execution. This role is based out of the Northeast US, preferably the Massachusetts area, reporting directly to Vice President of Sales North BU.

Responsibilities

• Plan and prepare
  • Region business plans
  • Distributor business plans
  • Innovation launches
  • S&OP forecast
  • Volume, distribution, and retail execution targets (internal and external)
  • Action plans to address gaps in performance
• Measure and improve
  • Execution against all the above
  • Display execution
  • POG adherence
• People Management
  • Hire, manage and develop a team of direct reports consisting of Market Managers and Retail Sales Managers to manage relationships with distributors and important retail outlets
  • Guide activity, provide performance feedback and support in creation of strengths-based development plans
• Distributor Management
  • Manage pricing and profitability
  • Provide consistent communication relating to execution against distribution targets and display programs
  • Drive business review process, developing appropriate cadence for each depending on size
  • Leverage scorecards, regular business reviews reports and tools and generate ad hoc reports from iDig and PowerBI as needed for region specific initiatives
  • Facilitate resolution of issues
  • Communication
• Collaboration and Teamwork
  • Forge strong partnership with cross-functional Teams including Market Development, Marketing, Brand, Regional/National Accounts, Business Insights and Operations, ensuring both teams are working in concert
  • Assess the competitive landscape and communicate insights
  • Provide input into channel strategy and the development of retail standards
  • Participate in the rationalization and selection of retail marketing programs to run in the Region
• Key Call Points
  • Distributor VPs, Distributor Sales Leadership Teams, Distributor Brand Managers and Distributor Market Development Manager

Qualifications

• Education Required: Bachelor’s Degree in business or related field
• Years of experience: 5-10 years of professional sales experience; at least 3-5 years of sales leadership experience
• Professional Experience:
  • DSD experience required; beverage experience preferred
  • Proven ability to lead, engage and develop a growing sales team
  • Experience leading, managing and holding field Sales employees accountable to goals & KPIs
• Key Skills & Qualifications:
  • Willingness to work flexible hours, including evenings and weekends
  • Strong business acumen, relationship management skills, customer focus, and drive for results
  • Excellent written and verbal communication skills
  • Exceptional analytical skills
  • Ability to travel up to 75% within market
  • Must be able to use basic features in MS Office Suite (Outlook, Excel, Word, PowerPoint)

Compensation: A reasonable estimate of the current pay range for this position is $100,000-$130,000. This range may vary for positions outside of California, Colorado, Nevada, New York City, Westchester County NY, Rhode Island, or Washington.

EEO statement: Vita Coco Co. is committed to equal employment opportunities and complies with all federal, state, and local laws. The company maintains a work environment free of harassment, discrimination, or retaliation on protected characteristics and is dedicated to fair employment practices.

Seniority level

• Director

Employment type

• Full-time

Job function

• Sales and Business Development

Industries

• Beverage Manufacturing