Field Activation Specialist - Guayaki Yerba Mate
Minneapolis, MN
About the Job
The Field Activation Specialist (FAS) role is pivotal in owning Guayaki's field team's strategy for brand growth by generating excitement and awareness for the Guayaki Yerba Mate brand through product trial and consumer interaction in the US markets. The role will be a key contributor to our team, responsible for driving successful sales and distribution execution at retail, along with local activation of the brand. You will be the heart of the Guayaki brand in your area and may need to work evenings and weekends and you'll report to the Field Activation Manager.
How you'll help:
The FAS core responsibilities include planning, executing, and building relationships across accounts and targeted consumer markets to deliver against KPIs across sales, distribution, and field marketing.
Field Sales and Execution (70%)
- Execute against a calendar with priorities and objectives aligned with monthly business plans.
- Work with Distribution teams to ensure collaborative working relationship with DPM in responsible markets. Working directly with the distributor to elevate market performance.
- Perform against KPI metrics and achievement-based compensation programs.
- Expand channel presence to On-premise. Using channel as a voice for brand awareness and consumer interactions (Sampling/Activations)
- New Business Development:
- Actively Identify and lead the opening of new accounts through individual sales efforts and in partnership with local 3PDP to increase brand penetration and exceed sales targets.
- Lead sampling, brand/marketing development campaigns in Key Retailers to build region level retailer relationships.
- Retail Execution Standards and Execution:
- Active use of Karma to support and monitor in-store promotion execution and display activity within new/existing accounts.Conduct store audits during every visit.
- Ensure the brand is adequately merchandised according to planogram standards and shelf/floor space allocation.
- In market four days a week
Field Activation Marketing (30%)
- The goal of field marketing activation is to reach new consumers, excite university students, increase sales and manage the brand execution on and around key campuses. You will be in direct contact with various consumers and customers, inviting product trial and helping to establish Yerba Mate consumption in diverse occasions.
- You will have a unique understanding of our target group and be responsible for the execution through sampling and supported events, of driving the brand image and product understanding. When product sampling, you will ensure you represent in a premium way.
- You will be trained, tested and educated competently in Yerba Mate, Guayaki and our commitment to Impact. Ensuring you are able to answer questions about the product and support the overall marketing efforts to deliver key messages our consumers, through your teams e.g. we're Organic, or B-Corp.
- Working closely with the National Events Manager you will identify local events that would be relevant for the brand. You will negotiate concessions, and build relationships with individuals who coordinate local events, and important influencers in the region. You will organize and execute events to sample products and align with local DPM and pursue distributor cost-sharing.
- During all events and individual sampling missions, you will make sure to direct consumers to priority local chain accounts that carry Guayaki to ensure that sampling investments lead to awareness, trial, repeat purchase, and loyalty from consumers.
- You will work with the Senior Catalyst Manager to identify local trend setters and influencers to deliver an ongoing product seeding program & fridge rotation program to build our awareness in identified communities of opinion leaders.
Allocation of Time Spent
- Sales- Key Accounts 40%, Sales- Independent Accounts- 30%, Students- Ambacebador network 10%, Events- Activations 15%, and 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 Guayaki Mission, Vision and Values
How you'll be successful:
- Proactive Account Expansion: Success is achieved by proactively identifying and activating new accounts, in collaboration with FAM, to expand distribution and meet quantitative goals.
- Strong Relationship Building: Building and maintaining strong relationships with independent and local chain retailers is crucial. This approach helps expand Guayaki's in-store presence while adhering to the brand's merchandising mix, fostering inclusivity within the market.
- Effective Education and Execution: Successful on-boarding, training and development, KPI achievement, and performance metric measurements. Success also hinges on attending distributor meetings, leading training sessions, and engaging with DP representatives in the trade.
- Foster community teams: Encourage and engage working market communities amongst Sales, Marketing, and Distribution. Blurring the lines between role responsibility and market achievement. Combine efforts and saturate markets around key communities and 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:
The pay range for this role is an estimate based on a wide range of compensation factors; actual pay offered may vary based on (but not limited to) work experience, education and/or training, critical skills, and/or business considerations. Sales commissions and/or variable pay plans are also offered depending on the position (ex: monthly, quarterly, annual bonuses). Additionally, we offer a competitive benefits package including top-tier benefits, comprehensive medical, dental, and vision plans, employee life and disability, mental health benefits, paid medical leave, paid company holidays, and paid time off, as well as opportunities for career growth and advancement within our team!
At Guayakí Yerba Mate, we're more than just a beverage company: we believe yerba mate culture allows us to "COME TO LIFE" together and is an invitation to personal, social, ecological and cultural regeneration. Market Driven Regeneration™ is Guayakí Yerba Mate's business model that aspires to create a net positive impact in the world throughout our operations and supply web. It influences the ingredients we source and products we make, distribute, and sell in order to have a positive impact on people and the planet throughout our business.
As our team expands, we are looking for people to join us who are committed to this aspiration and believe a better world is possible. Our company culture is driven by collaboration, support and teamwork which allows us to grow together. We believe that learning from different perspectives and seeking shared solutions together is an opportunity to grow both individually and as an organization. As an international company rooted in yerba mate native to South America, our people come from different cultures and backgrounds that are welcomed and valued. We question the status quo and seek innovative solutions to help drive the global regenerative business movement. We invite individuals to join our team who embrace work as a collective and aspire to using business as a force for good.
More about who we are:
Yerba mate. We love it, we drink it, but what, exactly, is it? Guayakí Yerba Mate started in 1996 as a passion, guided by a purpose and transformed into a brand with the goal of bringing yerba mate to more people. Known to provide a smooth energy boost and improved focus, yerba mate comes from the naturally caffeinated leaves of a species of holly tree found deep in the Atlantic Rainforest of South America and naturally contains a combination of caffeine (also found in coffee), theobromine (also found in chocolate) and polyphenols (also found in green tea) offering a unique beverage experience.
Guayakí Yerba Mate offers a variety of options to meet energy and refreshment needs through a robust portfolio of ready to drink beverages and traditional loose-leaf products. Brewed with yerba mate and infused with real fruit juices and herbs, Guayaki Yerba Mate is proudly sourced with regenerative, organic and fair-trade certified ingredients.
To learn more about our impact, check out our Impact Report at: impactreport.guayaki.com
Guayakí Yerba Mate 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.