Coco Love is a coconut-water brand where I sit as CMO and partner — which means the marketing decisions and the commercial consequences land on the same desk. The work spans retail distribution, paid acquisition and the story investors hear.
Coconut water is a fought-over shelf. A challenger brand has to win retail distribution, run profitable acquisition online, and keep an investor story credible — all at the same time, with a small team.
Retail buyers want velocity proof; ecommerce wants creative volume. Both need feeding from one budget.
Distribution development is relationship work that cannot be shortcut with media spend.
Investor positioning has to match what the brand can actually demonstrate.
Shared creative and messaging system so online demand and shelf presence reinforce each other.
Paid social as the primary acquisition engine, with creative testing driving the spend decisions.
Worked the distributor and retail relationships directly rather than waiting for demand to force the conversation.
Positioning built on what the brand can evidence — the standard I hold every deck to.
An operating marketing function covering retail, DTC and investor communication. No sales figures are published, so none are claimed here.
Ongoing marketing leadership across retail and ecommerce.
Paid acquisition program running on Meta as the primary channel.
Distribution development and investor-facing positioning in place.
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