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Retail Sales Lead (Grocery)

New York, NY

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 Retail Sales Team Lead- Grocery, you’ll lead efforts in stores to achieve product distribution, display execution, and revenue goals in the Market. You’ll focus on the distribution, display and shelf set opportunities for the top Regional Accounts in the assigned territory and represent the company to distributor partners in all sales-oriented activities.

This is a mid-level in-field role covering the METRO-NY region and will report directly to the Senior Market Manager.

WHAT YOU’LL DO:

• Drive both sales and distribution across our top Regional Grocery customers.

• Work closely with the RAE to find and grow new businesses, create unique programs and incentives, connect buyer groups, and execute distribution programs.

• Ensure trimester marketing programs are executed at the field level.

• Plan and prepare innovation launches, new retail programs and market blitzes.

• Sell the entire Vita Coco portfolio at account level and achieve KPIs on cases sold, displays, and new distribution.

• Utilize CRM Tools to build account call history, record accomplishments, and optimize your daily schedule.

• Analyze weekly sales reports to identify opportunities and assess under-performing accounts.

• Forge strong partnership with Distributor Sales teams and demonstrate best practices.

• Develop and maintain relationships with key retail accounts while opening new accounts to grow brand visibility and distribution.

• Provide consistent communication on retail execution, highlighting accomplishments, and follow-up needs for Independent Distributor Sales Managers, KDP Branch Managers & District Managers.

• Build, move, and improve display execution and/or product placement to ensure optimal location for sales on all company products as necessary in assigned stores

• Measure and audit individual accounts and execution following each visit.

• Support consumer and retail activity by route-riding with distribution partners.

WHAT YOU’LL BRING:

• 3+ years of professional sales or distributor experience, preferably within Food & Beverage or CPG industry.

• Experience mentoring and coaching Retail Sales Managers.

• A proven ability to approach accounts creatively and innovatively to expand the business.

• A professional demeanor when working with co-workers, distributors, retail reps, and customers.

• Exceptional customer service, interpersonal, and written/verbal communication skills.

• Strong presentation, public speaking, and premium-selling skills.

• A collaborative mindset with the ability to work independently when needed.

• Proficient MS Office Suite skills (Outlook, Excel, Word, PowerPoint), with the ability to present business plans, results, and insights to peers, managers and distributors.

KEY COMPETENCIES:

• Demonstrate the ability to drive sales results and expand business opportunities through effective execution of growth-focused strategies.

• Effectively manage key accounts by developing and executing strategic plans that maximize performance and long-term partnership value.

• Ensure high-quality retail execution by optimizing product placement, displays, and merchandising standards to elevate brand visibility and sales.

• Ability to mentor, coach, and guide a team to elevate performance and drive consistent, high-quality execution across the market.[TM4.1]

ADDITIONAL QUALIFICATIONS:

• Ability to travel regularly within the assigned market

• Ability to lift cases of product between 10-35 pounds and place products on overhead shelving

• Ability to walk upwards of ~20k steps daily; stand and walk for long periods of time

• Willingness to travel between multiple accounts each day, visiting 8-15 stores.

 

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

$58,000 - $68,000 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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