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.

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 Company is Nasdaq-listed under ticker symbol COCO.

The Specialist, Content Marketing & Analytics turns social, influencer, and grassroots performance data into clear insights that guide day‑to‑day content creation, platform optimization, and sweat‑level influencer activation. They own key parts of social reporting and grassroots influencer programs, helping identify and scale creator activity across fitness, wellness, and community-driven moments. Partnering closely with Social, Influencer, Brand, Creative, and Growth teams, this role ensures data, trends, and insights are embedded into how Vita Coco shows up in culture while supporting efficient, high-quality content execution.

This is a hybrid role based in our NYC HQ, with a three‑day in‑office schedule.

Key Responsibilities

Social, Influencer & Sweat Influencer Performance, Content Execution & Strategic Impact

Analyze and interpret social, influencer, and sweat influencer performance across TikTok and Instagram, with a focus on engagement, reach, video performance, and community impact.
Own sweat influencer grassroots marketing, including performance tracking, content effectiveness, and insights tied to fitness, wellness, and movement-based creators.
Own social performance reporting and support influencer reporting and measurement in partnership with the Influencer team, with a dedicated focus on sweat-level activations and grassroots creator programs.
Apply performance insights to inform content creation, posting strategies, influencer selection, sweat influencer seeding, and platform optimization.
Partner with Social, Influencer, and Growth stakeholders to inform content strategy, boosting decisions, product placement, and grassroots activation opportunities using data-driven insights.
Support month-over-month performance optimization by identifying what’s working across paid, organic, influencer, and sweat influencer efforts—and where to test next.
Collaborate cross-functionally to ensure insights are translated into clear, actionable recommendations that influence execution across brand campaigns and grassroots programs.

Analytics, Reporting & Cross-Functional Support

Own the development and delivery of standardized social and influencer reporting, including dashboards, ad hoc analysis, and the social insights newsletter.
Translate complex performance data into clear narratives that support decision-making across multiple teams.
Partner with Social and Influencer teams to define success metrics, benchmarks, and reporting frameworks for ongoing, campaign-based, and grassroots initiatives.
Balance incoming requests with realistic timelines, prioritizing high-impact initiatives while maintaining reporting quality and consistency.
Continuously improve reporting processes to ensure scalability, efficiency, and clarity as the business grows.

Social Listening, UGC, Sweat Influencers & Content Enablement

Leverage Archive to deepen social listening efforts, identifying cultural trends, audience insights, sweat influencer opportunities, and emerging creator communities.
Surface UGC, trends, and audience insights from both traditional influencers and grassroots/sweat creators that can directly inform content ideation and execution.
Strengthen UGC and sweat influencer sourcing by identifying high-quality, on-brand creator content that can be activated across teams and campaigns.
Partner with Influencer and Brand teams to help scale grassroots creator programs through insights, reporting, and performance learnings.
Act as a key point of contact for social listening and sweat influencer insights, helping teams understand audience sentiment, creator performance, and community behavior in real time.

A reasonable estimate of the current pay range for this position is $65,000 - $70,000 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. A bonus and/or long-term incentive units may be provided as part of the compensation package, in addition to the full range of medical, financial, and/or other benefits, dependent on the level and position offered.

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.

Vita Coco

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Specialist, Analytics & Content Marketing