Field Activation Specialist

The Field Activation Specialist role plays an important part in bringing Yerba Madre’s brand to life in local communities. You’ll help grow awareness and excitement for the Yerba Madre Yerba Mate brand through product sampling, authentic consumer interactions, and grassroots activations across U.S. markets.

This position is also a key contributor to our sales team’s success — supporting distribution, building strong retail relationships, and ensuring local promotions deliver results.

As a Field Activation Specialist, you’ll be the local ambassador for Yerba Madre, blending sales execution with community connection. You’ll work closely with the Field Activation Manager and may occasionally support evening or weekend events.

How you’ll help:

As a Field Activation Specialist, you will play a key role in building sales, strengthening distribution, and bringing Yerba Madre to life in your community. Your work will balance field sales execution (70%) with grassroots marketing activation (30%) to drive measurable results while creating authentic consumer connections.

Field Sales and Execution (70%)

• Work from a clear calendar of priorities and objectives aligned with monthly business plans.

• Partner with distributor teams (DPMs) to build collaborative, productive relationships and elevate market performance.

• Track progress against KPI metrics and incentive programs.

• Expand presence in On-Premise accounts to increase awareness and sampling opportunities.

• New Business Development:

  • Identify and help open new accounts through your own outreach and in partnership with distributor reps.

  • Support key retailer activations and sampling programs to strengthen local retailer relationships.

• Retail Standards:

  • Use Karma to support and track in-store promotions and display execution; conduct store audits regularly.

  • Ensure shelves and displays reflect brand standards, planograms, and space allocations.

• Expect to spend ~4 days per week actively in the market.

Field Marketing Activation (30%)

• Connect with new consumers and student communities to build awareness, excitement, and trial.

• Build a strong understanding of our target consumers and represent the brand through authentic conversations, sampling, and local events.

• Receive thorough training in Yerba Mate, Yerba Madre, and our values (Organic, B-Corp, sustainability) to confidently share product knowledge and brand purpose.

• Partner with the National Events Manager to identify relevant local events; collaborate with coordinators and community leaders to secure participation.

• Organize and execute grassroots events — from campus activations to neighborhood pop-ups — in collaboration with distributor teams and with cost-sharing support.

• Always connect activations back to sales by directing consumers to nearby retail accounts carrying Yerba Madre.

• Partner with the Senior Catalyst Manager to identify local influencers, trendsetters, and community leaders for product seeding and brand visibility programs.

Time Allocation

• Sales – Key Accounts: 40%

• Sales – Independent Accounts: 30%

• Student Ambassador Network: 10%

• Events – Activations: 15%

• Sampling – Product Education: 5%

 Here’s what you’ll provide:

• Associate or bachelor’s degree
• 3+ years of related sales experience in DSD (direct store delivery) beverage is preferred
• 1-2 years of experience in field marketing preferred
• Current Driver's License with clean driving record and meet DOT driving standards
• Demonstrated proven success in sales and account management growth in a customer/consumer facing business
• The ability to thrive in a highly competitive field sales environment
• Must be able to work independently and be able to travel regularly
• Must have a reliable vehicle and smart phone
• Must be insurable by the company's automobile insurance carrier
• Ability to perform physical activities including lifting to 20 lbs. individually and moving up to 50 lbs. with assistance, as required
• Proficient in MS Office
• Excellent communication skills with external customers, peers, supervisors, and internal supporting departments
• Embody the Yerba Madre Mission, Vision and Values

How you'll be successful:

• Proactive Account Growth: Work closely with the Field Activation Manager (FAM) to identify and activate new accounts, expanding distribution and supporting sales goals. Success comes from being proactive, resourceful, and collaborative.

• Relationship Builder: Build and maintain strong partnerships with independent retailers and local chains. Strengthen Yerba Madre’s in-store presence by supporting merchandising standards while creating an inclusive, community-focused approach in every account.

• Educator & Partner: Support onboarding, training, and development initiatives. Track progress through KPIs and performance metrics, while attending distributor meetings and collaborating with distributor partners. Help equip others with knowledge and confidence to represent the brand well.

• Community Connector: Foster collaboration across Sales, Marketing, and Distribution teams to align on market priorities. Encourage shared ownership of success by uniting efforts around grassroots opportunities and key community events.

Travel Requirements:

• Travel is an integral part of this role and is expected to account for approximately 90% of the work-related activities being in the field. Some travel outside of market may be required to participate in market blitzes, company meetings and or activations.
• Field Based: 4 days/week.  Home Office: 1 day/week 

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.