Senior Manager, Content Strategy

The Vita Coco Company, created in 2004 by 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 seeking a Senior Manager, Content Strategy. This individual will be responsible for launching a best-in-class content marketing funnel (paid, owned, and earned) off the ground for Vita Coco Company brands to create the feeling that our brands are “everywhere.” Strategically balancing paid, owned and earned to create a synergistic effect across key platforms (TikTok, Instagram, etc.) will be an exciting challenge for this individual to take on.

The Senior Manager, Content strategy is a full time hybrid position based out of our NYC HQ.

Main Responsibilities:

• Develop, resource, and implement the overall content strategy for our portfolio of brands, including but not limited to Vita Coco and PWR LIFT.
• Responsible for creating and spearheading a 360 degree content marketing machine, 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 and Growth team to ensure all programs, partnerships, and initiatives are cohesive
• Collaborate on briefs for owned content development in partnership with Creative Team, providing direction for assets in support of brand campaigns, product launches, and evergreen content/editorial needs.
• Define the role of paid – how to tap into existing performance media budgets to expand reach of top performing content and how to strategically leverage platform algorithms to set a piece of content up for optimal performance.
• Strong eye and understanding of consumer-led experiences, how a brand can enhance (or disrupt) that experience, and how this relationship between branded content and consumer varies across platforms
• Own influencer and creator marketing (separate from celebrity relationships), flexing this muscle as part of the content strategy
• Own this strategy and manage the day-to-day execution on behalf of The Vita Coco Company’s content marketing strategy. This includes…
• Identifying trends that can result in quick-twitch content
• Allocating the appropriate internal or external resources against getting that content created and live
• Executing tactics that further ignite said content, such as community management, paid and influencer
• Create a content-first briefing process that is then syndicated out across our in-house creative team, bench of creators (influencer tool), growth agency and any other external parties deemed necessary.
• Project manage the content marketing process, creating documents such as deliverable specs and workback schedules that can be utilized by all stakeholders.
• 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
• Partner closely with the DTC team & growth agency to understand which content is performing best in Performance Media campaigns, why, and then adjust based on those learnings.
• Work with Social Media Manager to manage and create owned content, and create social content ranking system based on KPIs, platform benchmarks and brand benchmarks.
• Manage and secure content from creators to funnel into the content marketing machine
• Work with influencer tracking tool to report back on performance of creator content
• 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:

• 5 years experience at either an agency (media, growth) or DTC company
• Cross-functional collaboration to ensure alignment with Brand, Creative & Influencer
• A culture enthusiast and a healthy appetite for risk
• On the forefront of consumer preferences & social media trends
• A believer in the power of long-term brand building
• Proficient in PowerPoint and Excel
• Communication skills: clear, concise, and confident
• Strong attention to detail, organization, and time management skills
• Aware of legal regulations and rules that impact the publishing of online content, including but not limited to FTC guidelines, music licensing on social, etc.

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.

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 $110,000-$130,000. 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.