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 Vita Coco company is hiring for a PWR LIFT Specialist. The PWR LIFT specialist will build the Powerlift brand in core markets of Austin, Texas area in alignment with our distributor partners and key retailers.

The PWR LIFT Specialist will have the ability to understand, learn, and navigate the hydration and protein space. They will listen to consumers as to what they want for future Powerlift iterations. Within their territory they will achieve retail execution goals and are responsible for improving performance of both Powerlift team and our Distributor partners by amplifying execution in focus markets. They have the personality to work cross functionally with sales, distributor management, Market Development, and field marketing teams. They will have the ability to speak to consumers as much as retail gate keepers and distributors and understand what is working and replicate it to scale for the market.

They will engage with the Powerlift core demographic and consumers gyms, cross fit, trainers, clients, spotting sales opportunities along the way. They will also manage various RTM’s including DTC,, DSD, etc. and can route ride, manage targeted trade days, demonstrations to the right accounts and distributor engagement; to gain the right type of DNA and execution in market.

This role reports directly to the Senior Director of Market Development.

Main Responsibilities

  • Market Development plan & Market Blitzes as required
  • Action plans to address gaps in performance
  • Portfolio management and incubation of innovation
  • Display execution
  • Potential for future team management including hiring and developing a team of direct reports consisting of Market Development Specialists to manage relationships with important retail outlets
  • Guide activity, provide performance feedback and support in creation of strengths-based development plans
  • Provide Distributor Management team with consistent communication relating to execution against distribution targets and display programs so they can leverage with Distributors
  • Participate in business reviews at largest Distributors, presenting Retail accomplishments and initiatives
  • Facilitate resolution of issues and Collaboration & Teamwork
  • Forge strong partnerships with other market development and DSD teams as required to deliver on execution and KPI’s.
  • Assess the competitive landscape and communicate insights.


  • 3-5 years field sales experience in the food & beverage industry
  • Territory management experience
  • Distributor management experience
  • Ideally have experience leading, managing and holding field Sales employees accountable to goals & KPIs
  • Key Skills & Qualifications:
  • Willingness to work flexible hours, including evenings and weekends.
  • Strong business acumen, relationship management skills, customer focus, and drive for results
  • Ability to lift cases of product between 10-35 pounds
  • Must have a valid driver’s license
  • Must be able to use basic features in MS Office Suite (Outlook, Excel, Word, PowerPoint)

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.