Jane Prior
About Jane Prior
Jane Prior is Chief Marketing Officer (CMO) of The Vita Coco Company (COCO), serving in the role since April 2019 after joining the company in 2009; she is 46 years old and holds a Bachelor of Commerce and an MA in Business Studies from University College Dublin, and was named to the Forbes “CMO Next” list in 2019 . Company performance under the current leadership saw 2024 net sales rise 4.5% to $516 million and Adjusted EBITDA grow to $84 million from $68 million, with the stock ending 2024 at $36.91, up ~44% YTD; the pay-versus-performance table shows a 2024 total shareholder return (TSR) value of $330.44 for a fixed $100 investment, underscoring strong shareholder outcomes . Her remit spans brand strategy and marketing execution that contributes to branded net revenue growth metrics, a formal component in executive incentive plans .
Past Roles
| Organization | Role | Years | Strategic impact |
|---|---|---|---|
| Maxim Sports Marketing | Manager, Marketing & Communications | 2002–2006 | Sports marketing and brand activation foundation |
| New York Red Bulls (MLS) | Director of Marketing | 2006–2008 | Led club marketing initiatives and fan engagement |
| The Vita Coco Company | VP, U.S. Marketing | 2011–2014 | Drove U.S. go-to-market execution |
| The Vita Coco Company | EVP, Global Brand Strategy & Development | 2014–2019 | Led global brand portfolio and strategy |
| The Vita Coco Company | Chief Marketing Officer | 2019–present | Leads marketing; supports branded growth priorities |
External Roles
| Organization | Role | Years | Notes |
|---|---|---|---|
| Pip & Nut Ltd. | Member, Board of Directors | Since Aug 2024 | Nut butter/snack manufacturer; governance role |
| Forbes | “CMO Next” honoree | 2019 | Industry recognition |
Fixed Compensation
| Element | Terms | Source |
|---|---|---|
| Base salary | $275,000 per year starting Jan 1, 2020; eligible for annual positive adjustment (Board-approved) | Employment Agreement (Feb 10, 2020) |
| Target annual bonus | Up to 35% of salary; Stretch bonus up to additional 35% of salary; mix of corporate and individual goals set in first 90 days of year | Employment Agreement |
| Additional bonus opportunity | Additional 10% bonus tied to cost of goods, transportation and other cost-saving initiatives | Employment Agreement |
| Two-Year Leadership Team Bonus (TYLTB) | Participates in 2019–2021 TYLTB; payout scale based on Branded Net Revenue CAGR with thresholds; subject to Board review | Employment Agreement, Exhibit A |
| Equity eligibility | Eligible for stock option plan; one-time grant of 450 options; additional 150 performance-based options tied to exceptional performance in private label/commodities metrics (timing upon setting performance conditions) | Employment Agreement |
Performance Compensation
| Metric | Weighting | 2024 Target Range | 2024 Actual | Payout Mechanics |
|---|---|---|---|---|
| Adjusted EBITDA | 50% | $77m target; ≥$88m max | $84m | Each goal pays 0–200% of target; subject to Committee discretion |
| Total Net Revenue | 25% | 1.6% target YoY; ≥7.1% max | 4.5% YoY | As above |
| Branded Net Revenue | 25% | 7.0% target YoY; ≥12.5% max | 9.6% YoY | As above |
| ESG Modifier | +/- up to 10 percentage points (non-financial) | Committee holistic assessment | No modifier applied in 2024 | Applied only for materially above/below expected progress |
Corporate Performance Factor was 160.8% for 2024 annual incentive payouts . Long-term incentives for senior executives include PSUs with a 3-year performance period (2024–2026) vesting 0–200% based on Adjusted EBITDA and Net Revenue growth; awards vest only if goals are met and employment continues through the performance period (confirmation in Q1 2027) . Note: Jane Prior’s employment agreement explicitly granted options; company-wide PSU program details apply to eligible executives as determined by the Compensation Committee .
Equity Ownership & Alignment
| Topic | Details | Source |
|---|---|---|
| Beneficial ownership (initial filing) | Form 3 (Oct 21, 2021): 112.98 common shares; derivative positions include multiple option grants (e.g., 129,675 @ $10.178; 113,750 @ $10.178; 18,200 @ $10.178; 45,605 @ $15), with vesting schedules specified | |
| 10b5-1 trading plans (planned sales) | Adopted Mar 15, 2024 for period Jun 14, 2024–Feb 3, 2025, authorizing sales of up to 50,000 shares upon exercise of fully vested options ; Adopted Mar 14, 2025 for period Dec 31, 2025–Feb 3, 2026, authorizing sales of up to 50,000 shares | |
| Hedging/pledging | Company prohibits hedging transactions and indicates “No pledging or hedging” in executive compensation practices | |
| Stock ownership guidelines | Senior executive ownership guidelines in place (NEO: 2x salary; CEO/Exec Chair: 5x salary); executive officers as of Record Date met guidelines except the newly joined CFO |
Insider selling pressure near vest dates/windows should be anticipated given adopted 10b5-1 plans for up to 50,000 shares in each window; sales are pre-programmed to comply with Rule 10b5-1 and typically align with liquidity following option exercises .
Employment Terms
| Term | Provision | Source |
|---|---|---|
| Position and start date | CMO since April 2019; roles at Vita Coco since 2009 | |
| Contract law/jurisdiction | New York law; venue in NYC courts | |
| Non-compete | 1 year post-employment; restricts involvement with competitive businesses in coconut-based products, natural energy drinks, or sustainable water, with limited passive investment exception | |
| Severance (without cause or for good reason) | Accrued but unpaid salary + earned prior-year bonus; 6 months salary + prorated target bonus; additional severance: one extra month of salary per full year of service beyond 6 years, capped at 6 extra months (i.e., up to 12 months total), paid in installments; partial-year bonus if termination occurs >4 months into the fiscal year and transition obligations met | |
| Death/Disability | Accrued but unpaid salary + earned prior-year bonus | |
| Change-of-control treatment | No single-trigger benefits; under the 2021 Plan, if outstanding awards are not assumed/continued/replaced in a change in control, vesting accelerates immediately before closing for eligible awards | |
| Clawback | Company adopted a clawback policy compliant with Section 10D/Nasdaq Rule 5608 (recovers incentive comp over prior 3 fiscal years after material restatements) |
Investment Implications
- Pay-for-performance alignment: Annual bonuses for executives are formulaically tied to Adjusted EBITDA and revenue growth, with a 2024 corporate factor of 160.8%; long-term PSUs tie payouts to three-year EBITDA and net revenue growth, reinforcing multi-year value creation .
- Retention and selling pressure: Jane’s 10b5-1 plans authorize up to 50,000 shares in each plan window, indicating scheduled liquidity aligned with option exercises; expect supply during those windows, although policy bans hedging/pledging and ownership guidelines are being met at the executive officer level, supporting alignment .
- Contract economics and risk: One-year non-compete and severance that can reach up to 12 months’ salary (with tenure) plus prorated target bonus reduce abrupt departure risk; change-of-control acceleration only if awards are not assumed, limiting single-trigger windfalls .
- Execution track record: Marketing leadership supports branded growth (a formal metric) amid 2024 net sales and Adjusted EBITDA increases and a strong 2024 TSR; recent initiatives like “Mascot Love” demonstrate culturally relevant brand engagement under her direction .
- Benchmarking and governance: Compensation benchmarking uses a defined peer set (e.g., Celsius, Freshpet, Vital Farms, BellRing, Oatly, e.l.f., etc.), with policies signaling “no tax gross-ups” and “no option repricing” without shareholder approval—favorable signals for investors .
Notes: Some quantitative details for Jane’s current equity holdings and recent vesting outcomes are not individually disclosed in the 2025 DEF 14A (Jane is not a 2024 NEO). Initial holdings and option schedules are from her Form 3 (2021). Trading plan adoptions and company-wide incentive frameworks provide visibility on potential activity and alignment .