Job Description
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.
The Vita Coco Company is hiring an Influencer Marketing Manager to lead and scale the brand’s creator marketing ecosystem. This role sits within the Content Team under Growth Marketing and is responsible for developing, executing, and optimizing Vita Coco’s influencer strategy across paid, earned, affiliate, and experiential channels.
This role owns the end-to-end creator ecosystem including influencer campaigns, ambassador programs, affiliate partnerships, and creator led brand activations. The Influencer Marketing Manager will play a key role in ensuring Vita Coco remains one of the most culturally relevant beverage brands across platforms like TikTok and Instagram by building high performing creator partnerships and delivering impactful social content at scale.
This role is based out of our New York City headquarters with a hybrid in office schedule.
Main Responsibilities
Influencer Strategy & Program Ownership
• Own and lead Vita Coco’s influencer marketing strategy across campaigns, product launches, and brand initiatives
• Build and scale a creator ecosystem designed to drive large scale impressions, engagement, and cultural relevance
• Ensure influencer marketing efforts are aligned with broader brand marketing and growth objectives
• Identify new opportunities across paid partnerships, earned creator collaborations, affiliate programs, and experiential creator activations
• Continuously refine workflows, tools, and operational processes to scale the influencer program effectively
Creator Partnerships & Talent Management
• Identify, source, and negotiate partnerships with creators across TikTok, Instagram, YouTube, and emerging platforms (Twitch, etc)
• Develop long term creator relationships and identify opportunities for ongoing partnerships with top performing talent
• Lead outreach and negotiations with influencers, agents, and talent managers
• Maintain strong creator relationships to ensure consistent brand advocacy and repeat collaborations
• Represent Vita Coco in external conversations with creators, talent managers, and agencies
Campaign & Activation Management
• Lead influencer campaigns end to end including creator sourcing, briefing, contracting, execution, and performance tracking
• Integrate creators into key marketing moments including product launches, seasonal campaigns, and brand activations
• Oversee influencer participation in experiential events, pop ups, and live brand moments
• Manage content approvals and ensure influencer deliverables align with brand messaging and creative direction
Ambassador, Seeding & Affiliate Programs
• Manage and scale Vita Coco’s affiliate and product seeding ecosystem to drive organic creator advocacy
• Oversee the ambassador and college creator programs, including recruitment, onboarding, content guidance, and performance tracking
• Identify new creators and emerging talent to continuously expand the brand’s creator network
• Ensure affiliate infrastructure and creator partnerships are optimized for growth and performance
Platform & Creator Operations
• Own day to day management of influencer marketing platforms including GRIN for creator discovery, contracting, campaign management, and reporting
• Oversee creator onboarding, contract management, deliverable tracking, and payment coordination
• Manage influencer databases, creator pipelines, and outreach workflows to ensure operational efficiency
• Implement tools and processes that support scaling the influencer program as the brand grows
Performance Tracking, Reporting & Budget Management
• Define and track KPIs across influencer campaigns including impressions, engagement rate, CPM, and earned media value
• Manage influencer marketing budgets and ensure campaigns are executed efficiently against performance goals
• Build campaign recaps and performance reports for cross functional marketing teams and leadership
• Identify top performing creators and partnership opportunities through data driven analysis
Cross Functional Collaboration
• Partner closely with brand marketing, social, PR, and content teams to ensure creators are integrated into broader marketing initiatives
• Collaborate with legal, finance, and leadership teams to streamline influencer contracting, payment processes, and campaign approvals
• Work cross functionally to ensure creator content aligns with brand messaging, creative direction, and campaign goals
Trend Monitoring & Cultural Relevance
• Maintain a strong pulse on creator trends, platform shifts, and emerging talent
• Identify opportunities for Vita Coco to participate in relevant cultural moments through creators
• Continuously test new formats, creators, and partnership models to expand the brand’s social presence
Qualifications
• 4 to 6 years of experience in influencer marketing, social media marketing, or creator partnerships (brand or agency experience preferred)
• Proven experience leading influencer campaigns and creator programs end to end
• Strong understanding of TikTok, Instagram, and emerging creator platforms
• Experience managing influencer platforms such as GRIN, CreatorIQ or similar creator management tools
• Strong negotiation and relationship management skills with creators and agents
• Analytical mindset with experience evaluating influencer campaign performance and ROI
• Ability to manage multiple campaigns, creators, and timelines in a fast-paced environment
• Excellent communication, organization, and project management skills
• Passion for social media, creator culture, and building culturally relevant brands
A reasonable estimate of the current pay range for this position is $105,000-$115,000 per year. The base pay actually offered may vary depending on the candidate’s geographic region, job-related knowledge, skills, and experience among other factors.
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.
