Head of Retail Sales Germany m/w/d

Vita Coco is the leading coconut water brand in the world, built on a simple idea: bring better-for-you, natural hydration to more people. Since starting in 2004, we’ve grown into a global business with teams in New York, London, and Singapore, and we’re now publicly traded on NASDAQ under COCO.
As a Public Benefit Corporation and Certified B Corp, we’re committed to supporting farming communities, sourcing responsibly, and building products that are better for people and the planet. We move fast, stay scrappy, and care deeply about doing the right thing.
We’re now looking for someone who’s excited to join a growing, purpose-driven company and help shape what comes next.
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
Reporting to: General Manager DACH
We are looking for an ambitious and commercially driven Head of Retail Sales Germany to lead our retail sales strategy and accelerate growth across the German market.
As a key member of the local team, you will be responsible for driving revenue, market share and profitability while building strong partnerships with Germany's leading retailers. You will lead and develop a high-performing sales organisation and play a critical role in shaping the future of one of the fastest-growing brands within the functional beverage category.
IN A NUTSHELL, YOU WILL BE RESPONSIBLE FOR...
Lead the retail sales strategy for Germany.
Deliver sales, profit and market share targets.
Manage strategic relationships with major retail customers including REWE, EDEKA, Kaufland, C&C, Convenience and Petrol customers.
Negotiate annual agreements, pricing and promotional plans.
Drive distribution, visibility and execution excellence in-store.
Lead, coach and develop a high-performing sales team including an external field sales team.
Own forecasting, budgeting and commercial planning processes.
Partner closely with Marketing, Finance and Supply Chain to deliver growth initiatives.
Identify new business opportunities and market trends.
The job description is not exhaustive, and the post holder will be required to undertake other duties in line with their ability and the changing needs of the business.
PREFERRED KNOWLEDGE, SKILLS & EXPERIENCE:
8+ years of FMCG sales experience, ideally within beverages or consumer goods.
Proven success record in managing major grocery retail customers in Germany.
Strong commercial acumen with experience in pricing, forecasting and profitability management.
Outstanding negotiation and relationship-building skills.
Experience leading and developing high-performing teams.
Entrepreneurial mindset with a strong bias for action and results
Cultural awareness to operate successfully in an international organization
Fluent in German and English.
The Vita Coco Company is committed to the principles of equal employment. We believe in building a diverse and inclusive culture and a positive employee experience and are dedicated to equal employment opportunities regardless of race, including colour, nationality, ethnic or national origin, age, disability, gender or gender reassignment, religion or belief, sex or sexual orientation, marital/civil partnership, pregnancy, and maternity. We welcome applications from a diverse range of individuals and will consider any reasonable adjustments to enable candidates to perform as well as possible during the recruitment process.
COCO PERKS (the good stuff):
Contribution towards your EGYM Wellpass membership
Employee Assistance Programme (EAP)
Life Insurance (4x annual salary)
Access to Free Vita Coco Products
Free Tuesday’s Team Lunch
Full reimbursement of your Deutschlandticket
Early Friday Finish*
Bonus - All our permanent employees are entitled to a discretionary bonus 😊
A NOTE FROM US
We welcome you to apply—even if you don’t check every box. We’re big fans of curious, growth-minded people who want to learn, contribute, and make an impact. If you feel connected to our brands and our mission, we’d love to hear from you.
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