Sr. Director, Marketing

We’re looking for a builder — a leader who can design the systems that fuel discovery, connection, and conversion at scale. As Senior Director of Marketing, you’ll architect the tools, processes, and operating frameworks that drive our campaign strategy, community-led initiatives, and creator-powered engagement. You’ll lead the operational engine behind owned social, ambassador programs, influencer campaigns, customer experience, and data-driven community growth — turning grassroots energy into sustained business impact.

This role blends growth marketing, marketing operations, systems thinking, and team leadership. You won’t just advise — you’ll build, activate, and optimize the full ecosystem that connects consumers to our mission in meaningful ways.

This is a Hybrid, based in Venice/Downtown LA. Expected in-office 2–3 days/week

What You’ll Do

Community & Campaign Operations

• Design scalable systems for ambassador engagement, creator campaigns, and grassroots activations.

• Partner with product and innovation teams to connect consumer feedback loops into campaign planning.

• Create processes for harnessing community insights — think product naming surveys, flavor feedback, early-stage concept testing.

Marketing Tech & Tools

• Lead evaluation and rollout of marketing platforms (e.g., Sprinklr, creator tools, affiliate tech).

• Translate consumer data into actionable campaign strategies and iteration models.

• Ensure tools empower campaign, community, and CX teams to deliver cohesive brand experiences.

Creator & Ambassador Network Growth

• Build infrastructure for our ambassador and creator network — from contracts to content tracking.

• Develop scalable engagement models for user-generated content, affiliate programs, and paid campaigns.

• Measure impact and ROI across grassroots creator-driven initiatives.

Customer Experience & Listening

• Guide evolution of the Yerb Concierge team into an outbound storytelling and relationship-building hub.

• Turn fan engagement (emails, DMs, letters) into fuel for campaigns, testimonials, and surprise-and-delight moments.

• Use CX data to inform campaign development, product feedback, and community strategy.

Team Leadership & Roadmapping

• Coach and grow a high-performing team across engagement marketing, tech ops, and platform strategy.

• Build 1-year campaign execution plans and 3-year team roadmaps tied to business growth targets.

• Balance internal capability-building with external agency support to enable scale.

What You’ll Bring

• 10–15 years in marketing ops, systems, or growth roles with experience in CPG or high-growth consumer brands.

• Fluency across marketing automation, CRM, social strategy, creator/affiliate tools, and CX platforms.

• Proven ability to connect grassroots and community-led efforts to measurable campaign results.

• Strategic thinker with execution chops — you can see the big picture and ship the work.

• Skilled in cross-functional collaboration across Campaigns, Product, Field, and Customer Experience.

• Track record of building infrastructure that supports agile, scalable campaigns.

• Comfortable building from scratch, optimizing on the go, and pivoting quickly when needed.

Who You Are

• A Builder: You turn creative thinking into operational momentum.

• A Campaign Architect: You use insight, systems, and storytelling to fuel consumer connection.

• A Collaborator: You activate the collective — aligning teams to drive unified campaign impact.

• A Scaler: You balance process and possibility, making sure great ideas grow well.

• A Growth Partner: You see every campaign, comment, and touchpoint as a chance to build loyalty and 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.