Director of Sales - DSD West, San Francisco or Colorado

Vita Coco•San Francisco, CA

17d•$85,000 - $95,000•Remote

About The Position

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. As the Director of Sales , you’ll lead the region to achieve revenue, depletion, distribution and execution goals by improving performance of both the AMI team and our Distributor partners. You’ll report to the Vice President of DSD and build a team of direct reports (Market Managers and Retail Sales Managers) to manage relationships with distributors and important retailers. This is a remote role based in the West.

Requirements

8+ years of sales leadership experience, ideally within CPG, beverage, or DSD environments
Proven experience leading distributor relationships and regional sales team
Strong analytical mindset with comfort reporting on revenue performance, market conditions and strategic initiatives
Experience managing complex, multi-stakeholder relationships and establishing new customer relationships
Ability to lead, coach, and develop high-performing teams
Demonstrates a strong ownership mindset, proactively driving goals and addressing performance gaps.
Leads with human‑first principles, fostering empathy, inclusion, and the development of high‑performing teams.
Excels in building and maintaining effective cross‑functional partnerships across Sales, Marketing, and broader business teams.
Navigates complex distributor and retailer relationships with strategic communication, collaboration, and follow‑through.
Applies strong analytical thinking to inform decisions, planning, and execution across regional sales initiatives.

Responsibilities

Develop distributor business plans (Top 3) within the region and support Market Managers in creating monthly plans with their branches and call points.
Establish clear performance metrics (KPIs) for your team and foster a high-performance culture.
Lead sales presentations, negotiations, and trade shows.
Develop strategies and plans that maintain existing business and identify new sales opportunities to drive growth within your assigned customer base.
Lead innovation launches by developing full execution plans in partnership with Marketing, Regional & National Accounts, and DSD support.
Oversee revenue strategy, including S&OP forecasting, to implement comprehensive revenue-generation plans across all channels.
Drive internal and external volume, distribution and retail execution targets.
Create action plans to address gaps in performance.
Analyze sales data and market trends.
Performance management and leadership development of all direct reports
Collaborate with Leadership and HR on talent planning
Maintain relationships and conduct regular business meetings with Top 3 Retailers and support plans for your teams to meet with district leaders in your territory.
Build a strong partnership with Market Development Director to align on strategy.
Provide input into channel strategy and the development of retail standards.
Participate in rationalizing and selecting retail marketing programs for the region.