Senior Director, Food Service at Vita Coco

The Vita Coco Company is on a mission to reimagine what’s possible when brands deliver healthy, nutritious, and great-tasting products that are better for consumers and better for the planet, anchored by the leading coconut water brand in the world -- Vita Coco. We started in 2004 when two guys in a bar realized that coconut water wasn’t getting enough credit in the U.S.. Fast forward: we’re now a publicly traded company (NASDAQ: COCO).

As a Public Benefit Corporation and Certified B Corporation, we’re serious about supporting farming communities, protecting natural resources, and building brands that do good. Our HQ is located on the island of Manhattan in New York City (we know...very tropical), with offices in London and Singapore.

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

We’re looking for a Senior Director of Food Service to lead and build our food service business across the U.S. This is a highly strategic, high-impact role responsible for driving end-to-end food service strategy, revenue growth, and profitability across national, regional, and local channels.

You’ll own the full food service ecosystem, from broadline distribution and DSD partnerships to key customer relationships and go-to-market execution, while building a scalable foundation for long-term success.

LOCATION: This is a remote position reporting into the EVP, Sales.

IN A NUTSHELL, YOU’LL BE RESPONSIBLE FOR:

Food Service Strategy & Leadership

• Lead end-to-end food service strategy, driving volume, revenue, and profit growth across all segments

• Own the Food Service P&L, including pricing, trade spend, and contract negotiations

• Establish KPIs, forecasting, and performance tracking to guide decision-making

Distribution & Channel Strategy

• Define and execute national and regional broadline distribution strategy

• Oversee distributor management, including sales execution, incentives, and compliance

• Build and optimize relationships across broadline, DSD, and specialty distributors

• Act as the primary liaison across internal teams (sales, supply chain, marketing, finance) and distribution partners

Business Development & Partnerships

• Own senior relationships with top food service customers, distributors, and strategic partners

• Identify and close high-impact partnerships across QSR, fast casual, hospitality, fitness, travel, and entertainment

• Develop tailored go-to-market and route-to-market strategies by segment

• Expand distribution through both existing partners and new channel opportunities

Customer & Market Leadership

• Serve as the executive-level representative for Vita Coco within the food service industry

• Build relationships with top national accounts, regional operators, and key industry stakeholders

• Partner with customers on menu integration, promotions, and activation strategies

Team Leadership & Build

• Build, lead, and develop a high-performing food service sales organization

• Coach and mentor team members while fostering a culture of ownership and accountability

Cross-Functional Collaboration

• Partner closely with Supply Chain, Finance, Marketing, and Retail Sales to ensure alignment and execution

• Support development of channel-specific strategies, including potential private label or portfolio expansion opportunities

What We’re Looking For

• Min 10–12+ years of experience in food service and on-premise

• Beverage experience preferred

• Proven track record of owning a P&L and scaling a food service or distribution business

• Deep experience with broadline and DSD distribution

• Strong network across top food service customers and industry partners

• Demonstrated success in business development, contract negotiation, and strategic partnerships

• Experience leading cross-functional initiatives and building teams

TRAVEL REQUIREMENTS:

• 40-50% of work week will be spent traveling

Why Join Us

• Opportunity to build and shape strategy from the ground up while still being a part of the #1 coconut water brand

• High visibility with direct impact on revenue, distribution, and brand presence

• Fast-paced, collaborative, and fun culture

• Expand ESG impact within Foodservice

• Be part of a winning team!

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 $180,000-$210,000 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.

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.