Juan Hernandez

About Juan Hernandez

As the Director of Foodservice Commercial Sales at Vita Coco, I lead national growth…

Experience

1. Director of Foodservice Commercial Sales

   Vita Coco

   Jun 2023 — Present · NY, US

   As Director of Foodservice Commercial Sales at Vita Coco, I lead national growth across all commercial foodservice channels, including coffee, QSR, smoothie, fast casual, and hospitality. My role centers on developing and executing sales strategies that expand distribution, increase velocity, and strengthen Vita Coco’s position as the category leader.Strategic Sales LeadershipOversee commercial sales initiatives, pricing strategy, and key account management for national and regional operators. Partner with cross-functional teams across marketing, finance, and supply chain to build scalable programs that drive measurable revenue and long-term customer partnerships.Market Development and PartnershipsLead the acquisition and growth of strategic accounts across the U.S, identifying opportunities to integrate Vita Coco into high-volume programs and beverage platforms. Build and maintain relationships with senior decision-makers across major brands and distribution networks to ensure continued growth and alignment.Brand and Trade Marketing IntegrationCollaborate with marketing and culinary teams to develop Limited Time Offerings (LTOs), menu innovations, and trade activations that increase brand visibility and consumer trial. Represent Vita Coco at major industry events including Expo West, VIBE, SCA, DOT Food Show, and Kinetic 12, reinforcing the brand’s leadership in beverage innovation.Based in New York City, I work closely with a talented team dedicated to growing Vita Coco’s presence and driving the next chapter of its success in foodservice.

Education

• Columbia University in the City of New York

  Full Stack Web Developer

  2019 — 2019

• Inter American University of Puerto Rico, Bayamon

  Bachelor of Science - BS

  2008 — 2012

Skills

• Coffee
• Singing
• Marketing Strategy
• Social Networking
• Food & Beverage
• Customer Retention
• Guerrilla Marketing
• Restaurant Management
• Customer Service
• Latte Art
• Field Marketing
• Strategic Planning
• Time Management
• Entrepreneurship
• Social Media
• Management
• Team Building
• Hospitality
• Strategic Partnerships
• Coffee Making
• Food
• Inventory Management
• Microsoft Office
• Sales
• Hospitality Industry
• Retail
• Cash Management
• Hospitality Service
• Training
• Event Planning
• Wine
• Order Management
• Computers
• Marketing Event Planning
• Barista Training
• Event Management
• Human Resources
• Catering
• Budget Monitoring