Sr. Director, Campaign Strategy

We’re looking for a rare hybrid.
Not a traditional marketer — but a builder, a thinker, a force.
Someone who can dream at 30,000 feet — and then land the plane with precision.

A visionary brand strategist and operational architect who can distill complex ideas into inspiring, actionable briefs, shape campaign-led insights, and build the systems that bring them to life every day.

As Senior Director, Campaign Strategy, you'll be the strategic force behind our brand’s voice, world, and expression across every touchpoint — from grassroots sampling to 360° integrated campaigns.

You’ll guide all marketing verticals to ensure every output strengthens campaign equity, while leading the team responsible for both the thinking and the making.

You'll pair high-level strategy with operational excellence — designing the playbooks, tools, and systems that turn creativity into a disciplined growth engine.

You’ll also collaborate closely with the Executive Leadership Team to provide thought leadership on business-critical initiatives.

Location: Hybrid, based in Venice/Downtown LA. Expected in-office 2–3 days/week.

What You’ll Do

Campaign Strategy & Differentiation

• Own and evolve our brand storytelling, positioning, and expression across all consumer touchpoints.

• Develop consumer-first strategies that differentiate us by channel, platform, and market.

• Champion campaign guidelines as a living part of the culture — not just a document.

Creative Alignment (supportive, not central)

• Partner with the Creative Studio to ensure execution ladders back to strategy.
• Provide clarity and systems that empower creative excellence without micromanaging.
• Maintain a trusted network of freelancers for specialized needs.

Strategic Brief Development

• Write bold, inspiring briefs — for campaigns big and small.

• Elevate briefing standards across the org through mentoring and collaboration.

Grassroots Campaign Building

• Scale authentic, culture-led engagement rooted in community, not just paid media.

• Ensure every employee knows and embraces their role as a campaign steward.

Cross-Functional Leadership

• Lead campaigns from brief to concept to execution, partnering across commercial, brand management, innovation, and field teams.

• Collaborate with product and packaging teams to ensure message and visual consistency from concept to shelf.

Team & Thought Leadership

• Coach a high-performing team of strategists, creatives, and designers.

• Serve as a thought partner to the Executive Team — using campaign insights to help shape the company’s broader direction.

What You’ll Bring

• 12+ years in campaign/brand strategy or planning at leading agencies or consultancies.

• Strength in strategy, operations, and team leadership.

• Proven success turning insight into memorable, effective campaigns for startup or growth-stage brands.

• A record of simplifying complexity, inspiring creativity, and operationalizing strategy at scale.

• Strong creative instincts with a systems-thinking mindset.

• Deep collaboration with Product and Packaging teams.

• Fluency toggling between executive vision and tactical delivery.

• Mastery in insight synthesis, storytelling, and presenting.

• A proactive, solutions-first attitude — comfortable with ambiguity.

• Passion for building campaigns, teams, and communities.

Who You Are

• You think like a founder — strategic, scrappy, and visionary.

• You can turn insights into action and campaign plans into movements.

• You believe lasting impact is built through daily moments and community connection.

• You measure success by resonance, not just reach.

• You don’t just build campaigns — you build love.

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.