Brand Manager, Innovation

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 Yerba Madre. 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:

Yerba Madre—formerly Guayakí Yerba Mate—is the nearly 30-year pioneer of regenerative yerba mate [yer-bah ma-tay] and the category leader in ready-to-drink mate beverages across North America. The name Yerba Madre, meaning “Mother Herb,” is a tribute to Mother Earth and the ancestral wisdom of the Indigenous communities who have cultivated yerba mate for generations —a reflection of the values the brand has championed since day one. 

Headquartered in Sebastopol and Venice, California, Yerba Madre sources organic, shade-grown yerba mate in direct partnership with 255 family farmers and Indigenous communities across Argentina, Brazil, and Paraguay. Using its Market Driven Regeneration™ model, every purchase helps reforest the Atlantic Forest, support fair trade premiums, and build long-term economic resilience for grower communities. 

In 2025, the brand became the world’s first yerba mate to achieve Regenerative Organic Certified™ Gold® status——setting a new global standard for ecological integrity, cultural respect, and environmental restoration. 

As an original founding member of the B Corp community and a founding member of the Purpose Pledge, Yerba Madre is committed to ethical business practices across ten key pillars, including climate positivity, living wages, circularity, and inclusion. Yerba Madre is available in over 45,000 retail locations across the U.S. and Canada. To learn more, visit www.YerbaMadre.com. 

Yerba Madre 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.