Field Activation Specialist

About the Team

Yerba Madre, formerly Guayakí Yerba Mate, is the nearly 30-year pioneer of regenerative yerba mate and the category leader in ready-to-drink mate beverages across North America. Headquartered in Sebastopol and Los Angeles, California, the brand sources organic, shade-grown yerba mate in direct partnership with 255 family farmers and Indigenous communities across Argentina, Brazil, and Paraguay.

Through 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, Yerba Madre became the world's first yerba mate to achieve Regenerative Organic Certified™ Gold® status. As an original founding member of the B Corp community and the Purpose Pledge, the brand is committed to ethical business practices, climate positivity, and inclusion.

About the Role

The Field Activation Specialist plays a vital role in bringing the Yerba Madre brand to life in local communities. You will serve as the local ambassador, blending sales execution with community connection to grow awareness and excitement for the brand. This position is a key contributor to the sales team's success, supporting distribution, building strong retail relationships, and ensuring local promotions deliver measurable results.

Your work will balance field sales execution (70%) with grassroots marketing activation (30%). You will spend approximately four days per week actively in the market, working from a clear calendar of priorities aligned with monthly business plans. You will partner with distributor teams to elevate market performance, expand presence in On-Premise accounts, and identify new business opportunities. Simultaneously, you will connect with new consumers and student communities through authentic conversations, sampling, and local events, ensuring every activation drives consumers to nearby retail accounts.

You will work closely with the Field Activation Manager and may occasionally support evening or weekend events. Success in this role requires being proactive, resourceful, and collaborative, fostering shared ownership of success by uniting efforts around grassroots opportunities and key community events.

Hiring Process

Candidates are expected to embody the Yerba Madre Mission, Vision, and Values. The role requires a reliable vehicle, a current driver's license with a clean driving record, and the ability to meet DOT driving standards. Applicants must be insurable by the company's automobile insurance carrier and able to perform physical activities, including lifting up to 20 lbs. individually.

Equal Opportunity

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. This includes consideration for applicants 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.