Full-Time

Associate Brand Manager

Confirmed live in the last 24 hours

Guayaki Yerba Mate

Guayaki Yerba Mate

501-1,000 employees

Sells yerba mate beverages and products

Food & Agriculture
Consumer Goods

Compensation Overview

$100k - $130kAnnually

+ Sales Commissions + Variable Pay Plans

Junior, Mid

Santa Rosa, CA, USA

Hybrid position requiring in-office presence in Sebastopol at least 2 times a week.

Category
Brand & Creative Marketing
Growth & Marketing
Required Skills
Market Research
Business Analytics
Excel/Numbers/Sheets
Requirements
  • Bachelor’s degree in Marketing, Business, or a related field. MBA preferred.
  • 2-5 years of experience in brand management and innovation within the CPG industry (Food & Beverage experience preferred).
  • Must have a proven track record of building brand strategies with an entrepreneurial mindset.
  • Openness to supporting projects (of various sizes and scope) and ability to change focus areas via short and longer-term assignments
  • Strong communication and storytelling skills
  • Strong business acumen with experience building successful brand and channel plans
  • Must have thorough knowledge of market and brand research methods and strong ability of how to utilize and leverage brand insights.
  • Strong MS Powerpoint, Excel and Project management skills.
  • Ability to thrive in a fast-paced environment.
Responsibilities
  • Utilize business analytics, including share, volume, and revenue drivers, to make data-driven decisions and achieve business goals.
  • Analyze sales volume, market share trends, and competitive activities to identify opportunities for growth.
  • Deeply understand consumer behavior and leverage these insights to guide brand strategy and innovation.
  • Translate overarching brand strategy into specific channel-focused brand initiatives and executions.
  • Responsible for critical portfolio management projects (including but not limited to line extensions, packaging updates, cost savings initiatives and minor renovations) with cross-functional stakeholders.
  • Oversee the commercialization of new products, managing cross-functional partnerships to bring ideas to life.
  • Manage end-to-end business and innovation processes, collaborating with cross-functional teams to deliver results.
  • Provide Finance and S&OP with retailer and consumption insights to refine demand forecasts and improve service accuracy.
  • Develop and implement solutions for multi-channel retail strategies that resonate with consumers and retail partners
  • Develop strong stories to sell in product ideas both internally and externally.
  • Assist in creating and executing annual marketing plans that align with channel and brand growth objectives.
  • Collaborate with Media, PR, Creative, and Native Partnership agencies to execute brand campaigns that build long-term brand equity.
  • Build effective trust and relationships with key internal and external partners.
  • Manage budget in close collaboration with finance and marketing team.

Guayaki focuses on yerba mate, a traditional South American drink known for its health benefits and energizing properties. Their products include loose leaf yerba mate, ready-to-drink beverages, and energy shots, which are sold online and through retail partners. Guayaki stands out by promoting a regenerative movement that aims to restore natural systems, rather than just sustain them. They have built strong partnerships with indigenous communities since 1996, emphasizing sustainability and cultural respect. Their business model includes community events and an ambassador program called "Ambacebador" to promote yerba mate culture and drive brand awareness. Guayaki's goal is to not only provide a beverage but to foster a lifestyle centered around health, sustainability, and cultural heritage.

Company Stage

N/A

Total Funding

$81.8M

Headquarters

Sebastopol, California

Founded

1996

Growth & Insights
Headcount

6 month growth

-2%

1 year growth

1%

2 year growth

22%
Simplify Jobs

Simplify's Take

What believers are saying

  • Winning the '2024 Mindful Company of the Year' award highlights Guayaki's leadership in sustainability and regenerative business practices.
  • The recent $75 million funding round provides significant capital for expansion and innovation.
  • New product launches like Berry Lemonade and Peach Revival demonstrate Guayaki's commitment to diversifying its product line and meeting consumer demand.

What critics are saying

  • Leadership changes, including the appointment of a new CEO, could lead to strategic shifts and potential instability.
  • The niche market of yerba mate may limit growth opportunities compared to more mainstream beverages.

What makes Guayaki Yerba Mate unique

  • Guayaki's commitment to regenerative agriculture and long-standing partnerships with indigenous communities sets it apart in the functional beverage market.
  • Their Market Driven Regeneration™ business model emphasizes positive environmental and social impact, unlike competitors who may focus solely on profit.
  • Guayaki's grassroots marketing approach, including the Ambacebador program, fosters a loyal customer base and enhances brand authenticity.

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