📌 Core Information
🔹 Job Title: Brand Manager, Innovation
🔹 Company: Guayaki Yerba Mate
🔹 Location: Sebastopol, California, United States
🔹 Job Type: Hybrid (On-site 2 days a week)
🔹 Category: Brand Management, Innovation
🔹 Date Posted: April 14, 2025
🔹 Experience Level: 5-10 years
🔹 Remote Status: On-site (Sebastopol, CA)
🚀 Job Overview
Key aspects of this role include:
- Driving product innovation and incremental sales through consumer insights and market research
- Leading the innovation process and managing the product roadmap
- Collaborating cross-functionally with key stakeholders
- Supporting the Brand Director in various brand management initiatives
ASSUMPTION: This role requires a strong entrepreneurial mindset, strategic thinking, and excellent project management skills to succeed in a fast-paced environment.
📋 Key Responsibilities
✅ Consumer Insights and Market Research:
- Gather and analyze market data to identify trends, consumer needs, and behaviors
- Monitor competition and conduct market research to extrapolate key learnings
- Identify opportunities to reach new market segments and expand market share
✅ Product and Packaging Innovation:
- Develop positioning, concepts, and brand identity for new product offerings
- Lead the innovation process management and gain alignment for new product concepts
- Coordinate key product launch information and create strategic marketing presentations
✅ Road Map & Project Management:
- Lead development of the overall 1-3 year product roadmap
- Manage timelines, workback schedules, stage gates, and approval processes
- Partner with the Commercial team to develop forecasting estimates
- Work with the Operations team to ensure consistent communication of updates, direction, and information
✅ Additional Brand Management Responsibilities:
- Create 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 and support planning marketing campaigns
ASSUMPTION: This role requires a high level of organization, attention to detail, and the ability to manage multiple projects simultaneously.
🎯 Required Qualifications
Education: Bachelor’s degree in Marketing, Business, or a related field. MBA preferred.
Experience: 4-6 years of experience in brand management and innovation within the CPG industry (Food & Beverage experience preferred).
Required Skills:
- Proven track record of building brand strategies with an entrepreneurial mindset
- Experience in building successful brand and channel plans
- Thorough knowledge of market and brand research methods and strong ability to utilize and leverage brand insights
- Project management skills
- Ability to thrive in a fast-paced environment
Preferred Skills:
- Experience in the Food & Beverage industry
- Fluency in Spanish
ASSUMPTION: Candidates with experience in the Food & Beverage industry and/or fluency in Spanish may have an advantage in this role.
💰 Compensation & Benefits
Salary Range: $120,000 - $150,000 USD per year
Benefits:
- Medical, Dental, and Vision plans
- Employee life and disability insurance
- Mental health benefits
- Paid medical leave
- Paid company holidays
- Paid time off
- Career growth and advancement opportunities
Working Hours: Full-time (40 hours per week)
ASSUMPTION: The salary range provided is an estimate based on market research and may vary depending on the candidate's experience and qualifications.
📌 Applicant Insights
🔍 Company Context
Industry: Guayaki Yerba Mate operates in the Food and Beverage Services industry, focusing on organic, fair-trade certified yerba mate products.
Company Size: 201-500 employees
Founded: 1996, with a mission to bring yerba mate to more people and promote personal, social, ecological, and cultural regeneration.
Company Description:
- Guayaki Yerba Mate offers a variety of ready-to-drink beverages and traditional loose-leaf products
- The company is committed to sourcing ingredients responsibly, with a focus on regenerative, organic, and fair-trade certified ingredients
- Guayaki Yerba Mate is a certified B Corporation, demonstrating its commitment to using business as a force for good
Company Specialties:
- Yerba Mate
- Regeneration
- B Corporation
- Sustainability
- Organic
Company Website: guayaki.com
ASSUMPTION: Guayaki Yerba Mate's commitment to sustainability, organic practices, and fair-trade certification sets it apart in the industry and appeals to environmentally conscious consumers.
📊 Role Analysis
Career Level: Mid-level to senior, with opportunities for growth within the organization
Reporting Structure: The Brand Manager, Innovation will report directly to the Brand Director
Work Arrangement: Hybrid, with an expectation to be on-site at least 2 days a week
Growth Opportunities:
- Potential advancement to a senior-level role within the brand management team
- Expansion of responsibilities to include additional product categories or regions
- Opportunities to develop and mentor junior team members
ASSUMPTION: This role offers significant growth potential for the right candidate, with opportunities to make a meaningful impact on the company's success.
🌍 Location & Work Environment
Office Type: Guayaki Yerba Mate's headquarters is located in Sebastopol, California, with a second office in Venice, California
Office Location(s): 6782 Sebastopol Ave, Sebastopol, CA 95472, US and 215 Rose Ave, Venice, CA 90291, Venice, CA 90291, US
Geographic Context:
- Sebastopol, California, is a small city located in Sonoma County, approximately 50 miles north of San Francisco
- The area is known for its scenic beauty, wine production, and outdoor recreation opportunities
- Venice, California, is a neighborhood in Los Angeles, known for its vibrant arts and beach culture
Work Schedule: Full-time, with flexible hours and the expectation to be on-site at least 2 days a week
ASSUMPTION: The hybrid work arrangement offers a balance between on-site collaboration and remote flexibility, appealing to candidates who value both work-life balance and in-person team interaction.
💼 Interview & Application Insights
Typical Process:
- Initial phone or video screen with the HR team
- First-round interview with the Brand Director and/or a member of the brand management team
- Second-round interview with additional team members or stakeholders
- Final-round interview with the CEO or another senior leader
- Background check and reference check
Key Assessment Areas:
- Candidates' understanding of the brand management process and innovation strategies
- Problem-solving skills and ability to think critically about market trends and consumer insights
- Communication and presentation skills, both written and verbal
- Cultural fit and alignment with Guayaki Yerba Mate's mission and values
Application Tips:
- Tailor your resume and cover letter to highlight relevant experience and skills for this specific role
- Demonstrate your understanding of the brand management process and innovation strategies in your application materials
- Showcase your problem-solving skills and ability to think critically about market trends and consumer insights
- Prepare for behavioral interview questions that focus on your past experiences and accomplishments
ATS Keywords: Brand Management, Innovation, Market Research, Consumer Insights, Product Development, Packaging, Strategic Marketing, Project Management, Entrepreneurial Mindset, Food & Beverage Industry, Organic, Fair Trade, Sustainability, B Corporation
ASSUMPTION: Tailoring your application to include relevant ATS keywords will increase your chances of being noticed by the company's Applicant Tracking System.
🛠️ Tools & Technologies
- Microsoft Office Suite (Word, Excel, PowerPoint)
- Project management tools (e.g., Asana, Trello, JIRA)
- Data analysis tools (e.g., Excel, Google Analytics)
- Consumer research tools (e.g., SurveyMonkey, Typeform)
- Marketing automation tools (e.g., Mailchimp, HubSpot)
ASSUMPTION: Proficiency in relevant tools and technologies is essential for success in this role, as they enable efficient project management, data analysis, and marketing execution.
👔 Cultural Fit Considerations
Company Values:
- Regenerative: Guayaki Yerba Mate is committed to using business as a force for good and promoting personal, social, ecological, and cultural regeneration
- Collaborative: The company fosters a culture of teamwork and collaboration, with a focus on supporting and learning from one another
- Innovative: Guayaki Yerba Mate encourages creativity, experimentation, and continuous learning to drive growth and success
Work Style:
- Guayaki Yerba Mate values a fast-paced, dynamic work environment with a focus on results and continuous improvement
- The company encourages a healthy work-life balance, with flexible hours and remote work options
- Guayaki Yerba Mate promotes a culture of open communication, transparency, and accountability
Self-Assessment Questions:
- How do your personal values align with Guayaki Yerba Mate's commitment to regeneration and using business as a force for good?
- Are you comfortable working in a fast-paced, dynamic environment with a focus on results and continuous improvement?
- How do you approach collaboration and teamwork, and how do you support and learn from your colleagues?
ASSUMPTION: Candidates who align with Guayaki Yerba Mate's values and work style are more likely to succeed and contribute to the company's mission.
⚠️ Potential Challenges
- Managing multiple projects simultaneously, with tight deadlines and competing priorities
- Navigating a fast-paced, dynamic work environment with a focus on results and continuous improvement
- Balancing on-site collaboration with remote work, ensuring effective communication and team coordination
- Adapting to a growing and evolving organization, with changes in responsibilities and priorities
ASSUMPTION: These challenges require strong organizational skills, adaptability, and a proactive approach to problem-solving.
📈 Similar Roles Comparison
- Compared to other brand management roles, this position places a greater emphasis on innovation and product development
- In the Food & Beverage industry, this role requires a strong understanding of organic and fair-trade certified ingredients and sustainable business practices
- Career progression in this role may lead to senior-level positions within the brand management team or expansion into additional product categories or regions
ASSUMPTION: Candidates with experience in brand management, innovation, and the Food & Beverage industry may find this role particularly appealing and well-suited to their skillset.
📝 Sample Projects
- Developing a new product line extension, including market research, concept development, and launch planning
- Conducting a competitive analysis and identifying opportunities for differentiation and growth
- Creating a strategic marketing plan to drive brand awareness and increase market share for an existing product
ASSUMPTION: These sample projects demonstrate the range of responsibilities and initiatives that the Brand Manager, Innovation may undertake in this role.
❓ Key Questions to Ask During Interview
- Can you describe the brand management team's structure and how this role fits within the organization?
- How does the company support the growth and development of its employees?
- What are the key priorities for this role in the first 30, 60, and 90 days?
- How does the company measure the success of its brand management initiatives, and what metrics are most important?
- What is the company's approach to innovation, and how does this role contribute to that process?
ASSUMPTION: Asking thoughtful, informed questions demonstrates your interest in the role and the company, and provides valuable insights into the work environment and expectations.
📌 Next Steps for Applicants
To apply for this position:
- Submit your application through this link
- Tailor your resume and cover letter to highlight relevant experience and skills for this specific role
- Prepare for behavioral interview questions that focus on your past experiences and accomplishments
- Research Guayaki Yerba Mate's mission, values, and products to demonstrate your enthusiasm and understanding of the brand
- Follow up with the hiring manager one week after submitting your application to express your continued interest in the role
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
