Guayaki Yerba Mate
Director, Social & Community Marketing
Guayaki Yerba Mate, Los Angeles, California, United States, 90079
As the Director of Social & Community Marketing, you are a social marketing expert who will lead our efforts in social-first execution, innovation, and activation. 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. You will form close relationships and communities (on and offline) to authentically integrate the brand into an 'always on' cultural narrative. This role creates an ecosystem between social media, the growth team, Ambassador network, and Community Managers, with the primary goal of earned media support in driving business goals. Our Ambassador network is a unique program that once uncovered, provides a goldmine of opportunities. This is a hybrid position, and this person will be expected to be in our Venice Beach office at least 2 times a week.
Scroll down for a complete overview of what this job will require Are you the right candidate for this opportunity
How you'll help:
Social MediaAudience & message mapping: leveraging both first- and third-party data to ensure the right message is matched to the right consumer at the right time.Use data and analytics to collect/review data from a variety of sources, glean insights and implement relevant learnings to optimize campaigns, creative, and overall media performance.Drive overarching social strategy and editorial calendar.Track, measure and optimize paid and organic social campaigns driving core brand metrics and business outcomes.Be the subject matter expert for all social platforms and social tools.Build daily relationships with key social media platforms, partners, and communities to stay up to date on the latest innovations and best practices in creative execution.Collaborate with Growth on media planning for paid social, working with agencies and platforms to optimize spend.
Ambassador NetworkLeads the strategic planning for our Ambassador network, building a solid foundation for the future to turn this program inside out, from a closed app, to an earned media and content machine.Optimizes all systems and processes used by this network, streamlining technology solutions and onboarding new tools for future amplification of the program.Celebrates the program internally, creating demand from other departments to use the network for marketing and business insights.Builds campaigns for the program around recruitment, new products, and retailer moments (e.g. Back to School).
ContentDevelops our UGC content strategy and channel approach using our network of Ambassadors and a variety of owned social platformsWorks with a network of content partners to tell stories about our product and brand that drive authentic earned media reach, growing our online footprint and reaching new audiences, while still engaging with existing.Works closely with our influencer/catalyst marketing team to leverage any assets on our owned social media channelsWorks closely with our PR team to seed any newsworthy stories to relevant PR publications.
Community Engagement & Customer ServiceOptimize our social media engagement strategy for unprecedented reach.Onboard, train, mentor, and inspire a team of part-time Community Managers to create unparalleled relationships in disparate online spaces where our brand has permission to show up.Oversee our Customer Service vertical providing a personal touch to every customer inquiry and using every customer interaction as a moment for a positive brand interaction.
Tech, Tools, and ProcessOptimize our existing tech stack to ensure it is fit for future growth of social media, earned media tracking, and community engagement.Onboard new tech tools to further develop efficient systems and processes for the team.Find ways to test and learn using AI to automate to drive efficiencies across the ecosystem of media touchpoints.
What you'll bring to the table:
ExperienceBachelor's degree in Marketing, Business, or a related field. MBA preferred.10+ years of experience in social media & building communities.CPG industry & F&B experience preferred.Direct Relationships with major social networking channels.Strong understanding of tech systems that underpin social media (e.g. Hootsuite, Sprinklr etc).Proficient in data analytics.Proficient in PowerPoint and Microsoft platforms.
Knowledge, Skills & AbilitiesMust have a proven track record of building brands, brand strategies with an entrepreneurial mindset.Experience building successful brand and channel plans is mandatory.Must have a thorough knowledge of market and brand research methods and a strong ability of how to utilize and leverage brand insights.Project management skills.Excellent verbal, written, and storytelling skills.Ability to thrive in a fast-paced 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!
Salary Range
$180,000 - $190,000 USD
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.#J-18808-Ljbffr
Scroll down for a complete overview of what this job will require Are you the right candidate for this opportunity
How you'll help:
Social MediaAudience & message mapping: leveraging both first- and third-party data to ensure the right message is matched to the right consumer at the right time.Use data and analytics to collect/review data from a variety of sources, glean insights and implement relevant learnings to optimize campaigns, creative, and overall media performance.Drive overarching social strategy and editorial calendar.Track, measure and optimize paid and organic social campaigns driving core brand metrics and business outcomes.Be the subject matter expert for all social platforms and social tools.Build daily relationships with key social media platforms, partners, and communities to stay up to date on the latest innovations and best practices in creative execution.Collaborate with Growth on media planning for paid social, working with agencies and platforms to optimize spend.
Ambassador NetworkLeads the strategic planning for our Ambassador network, building a solid foundation for the future to turn this program inside out, from a closed app, to an earned media and content machine.Optimizes all systems and processes used by this network, streamlining technology solutions and onboarding new tools for future amplification of the program.Celebrates the program internally, creating demand from other departments to use the network for marketing and business insights.Builds campaigns for the program around recruitment, new products, and retailer moments (e.g. Back to School).
ContentDevelops our UGC content strategy and channel approach using our network of Ambassadors and a variety of owned social platformsWorks with a network of content partners to tell stories about our product and brand that drive authentic earned media reach, growing our online footprint and reaching new audiences, while still engaging with existing.Works closely with our influencer/catalyst marketing team to leverage any assets on our owned social media channelsWorks closely with our PR team to seed any newsworthy stories to relevant PR publications.
Community Engagement & Customer ServiceOptimize our social media engagement strategy for unprecedented reach.Onboard, train, mentor, and inspire a team of part-time Community Managers to create unparalleled relationships in disparate online spaces where our brand has permission to show up.Oversee our Customer Service vertical providing a personal touch to every customer inquiry and using every customer interaction as a moment for a positive brand interaction.
Tech, Tools, and ProcessOptimize our existing tech stack to ensure it is fit for future growth of social media, earned media tracking, and community engagement.Onboard new tech tools to further develop efficient systems and processes for the team.Find ways to test and learn using AI to automate to drive efficiencies across the ecosystem of media touchpoints.
What you'll bring to the table:
ExperienceBachelor's degree in Marketing, Business, or a related field. MBA preferred.10+ years of experience in social media & building communities.CPG industry & F&B experience preferred.Direct Relationships with major social networking channels.Strong understanding of tech systems that underpin social media (e.g. Hootsuite, Sprinklr etc).Proficient in data analytics.Proficient in PowerPoint and Microsoft platforms.
Knowledge, Skills & AbilitiesMust have a proven track record of building brands, brand strategies with an entrepreneurial mindset.Experience building successful brand and channel plans is mandatory.Must have a thorough knowledge of market and brand research methods and a strong ability of how to utilize and leverage brand insights.Project management skills.Excellent verbal, written, and storytelling skills.Ability to thrive in a fast-paced 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!
Salary Range
$180,000 - $190,000 USD
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.#J-18808-Ljbffr