Senior Manager Content Marketing

The Vita Coco Company, created in 2004 by Co-CEO Michael Kirban and Ira Liran, 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 the leading coconut water, Vita Coco; clean energy drink Runa; premium canned water, Ever & Ever; and protein-infused water, PWR LIFT.

In 2021, The Vita Coco Company became a publicly traded, Public Benefit Corporation. With a growing portfolio of natural products, The Vita Coco Company has identified its public benefit purpose as creating ethical, sustainable products that uplift communities and do right by our planet by harnessing and protecting nature’s resources. 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.

The Sr Manager, Content Marketing will be based out of our NYC HQ reporting directly to our Director, Growth & Content Marketing. This individual will be responsible for creatively invigorating the existing, well organized, passionate content team while also catapulting us into the next chapter of our content marketing story. Success in this role means eliciting that feeling that our brand is everywhere. Strategically balancing paid, owned and earned to create a synergistic ‘everywhere’ effect across key platforms will be an exciting, modern day marketing challenge for this individual to take on.

Main Responsibilities:

Content Marketing Strategy

· Build on the existing content strategy for our portfolio of brands, including but not limited to Vita Coco and PWR LIFT.

· Be a beacon of creativity – the team will be relying on your thought leadership to bring big, bold, stunt marketing ideas to the table!

· Manage the Content Team on seeing out the execution of the content marketing plan, with the goal of driving a disproportionate SOV on digital channels, primarily social.

· Work internally to ensure strategy ladders up to brand plans and work with Brand Managers to become a beacon that can act on behalf of the brand.

· Strong eye and understanding of consumer-led digital experiences, how a brand can enhance (or disrupt) that experience, and how this relationship between branded content and consumer varies across platforms

· Innovate, innovate, innovate! It’s an exciting time to flip traditional social and influencer marketing as we know it on it’s head.

Social Media

· Manage team of 2-3 (Social Media Manager & 1-2 Interns) on day-to-day management & growth of our social channels

o Key channels include: TikTok, IG, YouTube, Pinterest & LinkedIn

o Scale community management efforts

o Help us to further differentiate vita coco’s tov in the comments section

o Source brand stunt & partnership opportunities via Instagram

o Find creative ways to amplify brand initiatives without them feeling like typical brand comms

Influencer

· Manage team of 2 (Associate Manager Content & Influencer Coordinator) on all influencer activations

o Support team in high stakes relationships & negotiations

o Source new relationships, finding creative and new ways to work with influencers

▪ i.e. content for feed, content that doesn’t feel like an Ad, humor and emotion to break thru

Analytics & Measurement

· Work with Associate Manager of Content to define clear goals and KPIs for content that we put out into the world, reporting back in a clear, concise way on a monthly basis

· Have a strong understanding of where content marketing comes into play as part of the modern-day ‘consumer journey’ – across platforms and campaigns (i.e. frequency management)

· Provide investment recommendations based on high level business goals, and how we can make our dollars work as hard as possible for us.

· Management of any 3rd party tools necessary to track performance – or create an in-house solution using available resources.

Qualifications, Skills, Knowledge & Experience

• 7 years experience at either a Creative agency or DTC company (CPG preferred)

· Cross-functional collaboration to ensure alignment with Brand and Creative

· A culture enthusiast

· On the forefront of consumer preferences & social media trends

· A believer in the power of long-term brand building

· Proficient in PowerPoint

· Communication skills: clear, concise, and confident

· Healthy appetite for risk

· Aware of legal regulations and rules that impact the publishing of online content

At The Vita Coco Company, compensation decisions are dependent upon a variety of factors, which may include, but are not limited to: skill set, experience, education, training, licensure and certifications, knowledge and abilities of the applicant, alignment with market data, and other business and organizational needs. A reasonable estimate of the current pay range for this position is $115,000-$135,000. This range may vary for positions that will be performed outside of California, Colorado, Nevada, New York City, Westchester County, NY, Rhode Island, or Washington.

Vita Coco Co. 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.