Director of Foodservice - Education & Healthcare

Vita Coco is the leading coconut water brand in the world, built on a simple idea: bring better-for-you, natural hydration to more people. Since starting in 2004, we’ve grown into a global business with teams in New York, London, and Singapore, and we’re now publicly traded on NASDAQ under COCO.  

As a Public Benefit Corporation and Certified B Corp, we’re committed to supporting farming communities, sourcing responsibly, and building products that are better for people and the planet. We move fast, stay scrappy, and care deeply about doing the right thing.  

We’re now looking for someone who’s excited to join a growing, purpose-driven company and help shape what comes next.

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  

At Vita Coco, we’re on a mission to bring a taste of the tropics to everyday life—and that includes fueling students, patients, and professionals across the country. We’re looking for a strategic, entrepreneurial leader to own and accelerate our growth across the Education (K-12, Colleges & Universities) and Healthcare (Acute, Senior Living, Long-Term Care) channels. This is a high-impact role focused on building scalable strategies, unlocking new business, and partnering cross-functionally to win in two of our most important emerging segments.

WHAT YOU’LL DO: Strategy & Growth Plan • Develop and lead the go-to-market strategy for Education & Healthcare channels across the U.S. • Identify and unlock new business opportunities across both contract managed and self-operated K-12, colleges & universities, and healthcare systems. • Build scalable playbooks to drive segment growth across large enterprise accounts, mid-market regional customers, and Group Purchasing Organizations (GPOs)

Drive Execution • Partner closely with distribution field teams to execute against channel priorities and accelerate growth. • Lead joint business planning and ensure alignment between segment strategy and field execution. • Track performance and continuously optimized approach based on results and insights.

Expand Strategic Partnerships • Own relationships and growth strategy with Group Purchasing Organizations (GPOs) and Large National Contract Managed (FSM) affiliates. • Identify new partnership opportunities to expand Vita Coco’s footprint and influence in both segments. • Explore and assess portfolio strengths and opportunities to drive unique opportunities specific to all sub segments of Education and Healthcare

Lead Campus Ambassador Program • Own the strategy and execution of the Campus Ambassador Program to drive awareness, trial, and brand love. • Build a scalable model that integrates with broader Education channel growth goals. • Partner with distribution field teams to leverage campus demand to drive local retail growth.

Enable Best-in-Class Distribution • Collaborate with both the DSD & broadline distribution teams to ensure strong service levels, operational excellence, and customer satisfaction. • Identify opportunities to improve delivery, availability, and customer experience across both channels. • Leverage all distribution partnerships to optimize best route to market solution for the customer.

Coach & Develop • Lead future team of National Account Managers to grow new & existing business in education & healthcare channels as well as affiliate GPOs. • Recruit, retain, coach, and develop talent. • Set team goals and strategic account priorities.

WHAT YOU’LL BRING: • 10-15+ years of experience in Foodservice, CPG, or Beverage sales, with strong non-commercial channel expertise • 5+ years proven success driving growth in Education and/or Healthcare segments. • Experience working with GPOs, large distributors – DSD and broadline, and field sales teams. • Strong strategic thinking with the ability to execute and deliver results. • Excellent relationship-building and influencing skills across internal and external stakeholders. • Experience managing or launching programs (e.g., ambassador programs, field initiatives) is a plus. • Deep understanding of multiple distribution networks and go-to-market strategies to include DSD, broadline, specialty and chilled. • Ability to influence internal and external cross-functional stakeholders to drive alignment. • Entrepreneurial mindset with a bias for action and ownership • 5+ years leading people calling on large national accounts.

  This is a reasonable estimate of the current pay range for this position. 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.

US Pay Range $100,000 — $125,000 USD

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.   

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