Brand Manager, Innovation



Marketing & Communications
Sebastopol, CA, USA
Posted on Wednesday, June 12, 2024

The Brand Manager, Innovation, will support the Brand Director. They will play an integral role on the team and contribute to the ongoing growth trajectory of Guayakí Yerba Mate. They will bring new products to market and drive incremental sales by analyzing consumer insights and conducting market research. They will work cross-functionally and be close partners to the R&D team. Additionally, they will assist in all brand management initiatives. This a hybrid position, and this person will be expected to be in our Sebastopol, CA office at least 2 times a week.

Here's what you'll do:

  • Consumer Insights and Market Research
    • Gather relevant information and analyze market data (syndicated data, competitive intelligence, and consumer research) to identify emerging trends, consumer needs, and behaviors that provide insights leading to product and packaging innovation.
    • Identify opportunities to reach new market segments and expand market share.
    • Monitor competition (new products and features, acquisitions, and pricing changes).
    • Conduct market research (Concept Test, CLT, etc.) and extrapolate key learnings.
  • Product and Packaging Innovation:
    • Develop positioning, concepts, and brand identity for new product offerings.
    • Lead the innovation process management building a successful model for product development working cross-functionally.
    • Develop an innovation pipeline and write concepts based on consumer insights and the company’s strategy.
    • Gain alignment and energy for new product concepts and platforms.
    • Coordinate key product launch information.
    • Create intelligent, strategic marketing presentations utilizing data, insights, and storytelling.
  • Road Map & Project Management
    • Lead development of the overall 1-3 year product roadmap, collaborating cross-functionally with key stakeholders.
    • Manage timelines, workback schedule, stage gate, and approval process.
    • Partner with the Commercial team to understand their needs and develop forecasting estimates.
    • Work with the Operations team to ensure consistent communication of updates, direction, and information.
  • Additional Brand Management Responsibilities
    • Creates impactful, strategic marketing presentations utilizing data, insights, and storytelling.
    • Responsible for maintaining a dashboard of metrics to help the entire organization understand brand performance.
    • Assist in the development of the annual brand plan.
    • Support in planning marketing campaigns.

What you'll bring to the table:

  • Experience
    • Bachelor’s degree in Marketing, Business, or a related field. MBA preferred.
    • 4-6 years of experience in brand management and innovation within the CPG industry (Food & Beverage experience preferred).
    • Innovation experience required.
  • Knowledge, Skills & Abilities
    • Must have proven track record of building brand strategies with an entrepreneurial mindset.
    • Experience in building successful brand and channel plans is mandatory.
    • Must have thorough knowledge of market and brand research methods and strong ability of how to utilize and leverage brand insights.
    • Project management skills.
    • Ability to thrive in a fast-paced environment.

What we offer:

The pay range for this role is an estimate based on a wide range of compensation factors; actual pay offered may vary based on (but not limited to) work experience, education and/or training, critical skills, and/or business considerations. Sales commissions and/or variable pay plans are also offered depending on the position (ex: monthly, quarterly, annual bonuses). Additionally, we offer a competitive benefits package including top-tier benefits, comprehensive medical, dental, and vision plans, employee life and disability, mental health benefits, paid medical leave, paid company holidays, and paid time off, as well as opportunities for career growth and advancement within our team!

Salary Range
$110,000$130,000 USD

At Guayakí Yerba Mate, we're more than just a beverage company: we believe yerba mate culture allows us to "COME TO LIFE" together and is an invitation to personal, social, ecological and cultural regeneration. Market Driven Regeneration™ is Guayakí Yerba Mate’s business model that aspires to create a net positive impact in the world throughout our operations and supply web. It influences the ingredients we source and products we make, distribute, and sell in order to have a positive impact on people and the planet throughout our business.

As our team expands, we are looking for people to join us who are committed to this aspiration and believe a better world is possible. Our company culture is driven by collaboration, support and teamwork which allows us to grow together. We believe that learning from different perspectives and seeking shared solutions together is an opportunity to grow both individually and as an organization. As an international company rooted in yerba mate native to South America, our people come from different cultures and backgrounds that are welcomed and valued. We question the status quo and seek innovative solutions to help drive the global regenerative business movement. We invite individuals to join our team who embrace work as a collective and aspire to using business as a force for good.

More about who we are:

Yerba mate. We love it, we drink it, but what, exactly, is it? Guayakí Yerba Mate started in 1996 as a passion, guided by a purpose and transformed into a brand with the goal of bringing yerba mate to more people. Known to provide a smooth energy boost and improved focus, yerba mate comes from the naturally caffeinated leaves of a species of holly tree found deep in the Atlantic Rainforest of South America and naturally contains a combination of caffeine (also found in coffee), theobromine (also found in chocolate) and polyphenols (also found in green tea) offering a unique beverage experience.

Guayakí Yerba Mate offers a variety of options to meet energy and refreshment needs through a robust portfolio of ready to drink beverages and traditional loose-leaf products. Brewed with yerba mate and infused with real fruit juices and herbs, Guayaki Yerba Mate is proudly sourced with regenerative, organic and fair-trade certified ingredients.

To learn more about our impact, check out our Impact Report at:

Guayakí Yerba Mate is an equal-opportunity employer committed to creating a diverse and inclusive workplace. All qualified applicants will be treated with respect and receive consideration for employment without regard to race, color, creed, religion, sex, gender identity, genetic information, sexual orientation, national origin, disability, uniform service, Veteran status, age, or any other protected characteristic per federal, state, or local law, including those with a criminal history, in a manner consistent with the requirements of applicable state and local laws, including the CA Fair Chance Initiative for Hiring Ordinance.