Country Manager, Canada

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 

As the Country Manager for Canada, you’ll lead Vita Coco’s growth journey across one of North America’s most dynamic markets. You’ll leverage our U.S. success to build long-term category leadership in Canada, partnering with top distributors, shaping retail strategies, and driving consumer love for coconut water.

Main Responsibilities

• Strategic Leadership: Define and execute the Canadian market strategy, ensuring alignment with Vita Coco’s global vision and North American momentum.
• Go-to-Market Excellence: Own the launch and expansion roadmap, retail programs, distribution scale-up, and flawless operational execution.
• Growth Planning: Adapt U.S. insights into Canadian-specific strategies for volume growth, household penetration, and brand leadership.
• Partnership Management: Build strong, collaborative relationships with brokers, distributors and retail partners. Monitor KPIs, close execution gaps, and ensure Vita Coco shines on shelf and in store.
• Brand Ambassador: Be the face of Vita Coco in Canada, engaging retailers, suppliers, and community partners. Champion our “winning” spirit and commitment to sustainability.
• Performance & Optimization: Track sales, distribution, pricing and other commercial metrics. Share insights with HQ to continuously refine strategy.

Qualifications

• Experienced & Strategic: 10+ years in CPG leadership roles in Canadian market, ideally has relationships with key distribution, retailer and broker partners in the market.
• Experience with direct or indirectly (dotted line) managing marketing and category management teams.
• Growth-Oriented & Analytical: Proven ability to craft go-to-market strategies and deliver measurable results.
• Collaborative Leader: A builder and mentor who thrives on creativity, optimism, and entrepreneurial energy. Experience with distributor-led launches in developed markets is a plus.
• Execution-Driven: Hands-on approach. You roll up your sleeves and make things happen, from retail activations to strategic partnerships.
• Values-Driven: Passionate about sustainability, community impact, and empowering teams. Aligned with Vita Coco’s mission.

• Location: works and lives in the Toronto market.

• Language Skills: Fluent in English. Ideally some French proficiency for Quebec market engagement.

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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