Sr. Marketing Manager - Guayaki Yerba Mate
Venice, CA
About the Job
This role will lead the growth and evolution of the Ambacebador program and collegiate strategy - both online and in the field. Building on the strong foundations of the existing Ambacebador program, this role will implement smart multifaceted strategies to turn the program inside out, from a closed app to an earned media and content machine. The ideal person would be familiar with using technology to optimize program effectiveness and efficiency, as well as internal communications and review tools to bring in new tech for future amplification of the program. Critical is a background in creating, leading, building, shaping and managing communities. In this role, you will use your expertise and understanding of the ever-evolving social landscape across platforms, technologies and a trusted social-agency network to craft modern, social-first marketing that drives unprecedented, earned reach. This role creates an ecosystem between social media, our Ambassador network and Community Managers - encouraging the recruitment and retention of the passionate and engaged Ambacebador community while delivering clear business impact.
This a hybrid position, and this person will be expected to be in our Venice Beach office at least 2-3 times a week.
How you'll help:
Strategy & Execution
- Define and implement the strategy for the online Ambacebador platform + clear KPIs. This includes new member funnel, member engagement activities, challenges and contests, new and existing member online events, self-mobilization, livestreams, UGC and the Ambacebador voicemail line.
- Develop and evolve a top of the funnel incentive program for the most engaged Ambacebadors (Top Contributors) to further mobilize them around the creation, execution and rollout of new initiatives.
- Define strategy and lead the cross-team implementation of Ambacebador and collegiate initiatives that are executed. in the field. This includes the campus to campus plan in each market.
- Define and lead the recruitment, retention and loyalty strategy for Ambacebador in new and existing markets leveraging Aisle, Klaviyo, paid social targeting and other methods.
- Lead the development and execution of the Ambacebador IG as a testing ground for Ambacebador UGC content and window into the community.
- Lead the Ambacebador team responsible for onboarding new members and rolling out new Ambacebador initiatives.
- Identify, select and drive the strategy around the Ambacebador tech stack to manage the community towards achieving business objectives.
- Define the strategy and lead the x-functional implementation of Ambacebador and collegiate initiatives that are executed in the field. This includes the campus to campus plan in each market, including but not limited to, the Ambacebador storage unit sharing system and Gourd Circle account approach and development.
- Act as a role model to your team and display the Guayakí values with a consistent tone of voice that is motivating and inspiring.
- Create and manage the Ambacebador budget
Cross Functional Collaboration
- Work with the National Sampling Manager to roll out sampling initiatives at key campuses across the country with clear goals and KPIs related to Ambacebador program.
- Develop and roll out initiatives that tap the organization into the community for business impact. This includes but is not limited to new product development, branding, and messaging feedback
- Work with head of partnerships as it relates to a cohesive campus to campus collegiate strategy involving paid influencers + Ambacebador
- Work with our Social Media team to support the growth of Ambacebador IG as a testing ground for Ambacebador UGC content and window into the community
- Develop and implement a cans in hand sharing strategy for Ambacebadors through a select # of campus storage units and use of Aisle.
Measurement
- Define and set clear KPIs and goals for the Ambacebador program and cross team execution in the field
Tech & Tools
- Identify, select and drive the strategy around the Ambacebador tech stack to manage the community towards achieving business objectives
What you'll bring to the table:
Experience
- 5-7 years minimum experience managing marketing programs with the ability to practice patience and compassion in the face of challenging customer inquiries
- Bachelor's degree in Marketing, Business or related field
- Must have previous experience running an online community
- Experience in Social Media
- Familiar with UGC and earned media
Knowledge, Skills & Abilities
- Excellent verbal and written communication
- Ability to excel in x-functional collaboration + build relationships
- Willingness to be versatile and flexible.
- Excellent organizational skills and the ability to prioritize are essential to this position, including the ability to manage multiple social media inboxes and produce effective reports of communications
- Project management skills.
- Ability to thrive in a fast-paced and evolving environment
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.