Brand Manager, InnovationOakland, CA

We are seeking a collaborative and motivated Brand Manager to help shape strategic brand initiatives and support growth in the beverage CPG category. In this role, you will contribute to consumer insights, product innovation, brand positioning, and go-to-market execution.

The ideal candidate brings strong analytical thinking, a creative approach to problem-solving, and values teamwork. We're looking for someone who thrives in a supportive, fast-moving environment and is excited to learn and grow while working cross-functionally.

You will work closely with our Director of Innovation & Brand Management and be part of a team that values diverse perspectives, inclusivity, and shared success.

This is a hybrid on-site 2 days a week on-site in our Oakland office

How you'll help:

Consumer & Market Insights

• Partner with teams to design and lead qualitative and quantitative research that uncovers meaningful insights to guide innovation, marketing strategy, and product development.
• Collaborate with insights partners to analyze syndicated data (Nielsen, IRI, SPINS, etc.) and share trends, opportunities, and competitive performance with cross-functional teams.
• Identify white space opportunities and emerging trends to help shape brand and product strategy.
• Monitor competitive activity, including product launches, pricing strategies, and promotional programs.
• Translate research findings into clear, actionable recommendations and share insights with stakeholders in an engaging, collaborative way.
• Review industry reports and publications to highlight trends and summarize key takeaways for the team.

Product & Packaging Innovation

• Contribute to developing consumer-centered brand positioning, product concepts, and packaging strategies aligned with business goals.
• Partner across teams to support the full product development process - from concept through commercialization - ensuring projects stay on track and deliver impact.
• Collaborate with R&D, Operations, and agency partners to bring new products to market efficiently and effectively.
• Work with Design to co-create packaging that elevates the brand and inspires consumer interest.
• Partner in developing new product launch plans, ensuring alignment across functions on messaging, positioning, and activation.

Road Map & Project Management

• Support the launch of 3-4 new product initiatives annually, coordinating processes from concept to shelf.
• Help manage project timelines, workback schedules, and team collaboration to drive successful execution.
• Guide projects through the stage-gate process, building consensus and securing support at key milestones.
• Partner with the Commercial team to inform accurate forecasts and distribution strategies.
• Collaborate with Supply Chain and Operations teams to ensure readiness for production and launch.
• Work with Finance to align on P&L goals and ensure new products support sustainable growth.

Brand Management & Collaboration

• Contribute to the development of the annual brand plan, aligning around key growth objectives and strategies.
• Track brand health metrics and support maintenance of KPI dashboards, including market share, sales performance, and engagement.
• Partner with the marketing team (digital, social, PR, agencies, etc.) to provide consumer and market insights that inform integrated campaigns and activations.
• Support execution of product-related partnerships, sponsorships, and influencer programs that build visibility and consumer connection.

what you'll provide:

• Bachelor's degree in Marketing, Business, or a related field. MBA preferred.
• 4-6 years of experience in brand management and innovation within the CPG industry (Food & Beverage experience preferred).
• Innovation/consumer insights experience required.

How you'll be successful in this role:

• Strong analytical skills with experience interpreting syndicated data (Nielsen, IRI, SPINS, etc.) and consumer insights.
• Experience collaborating on successful new product launches, contributing across the process from concept to commercialization.
• Ability to think strategically while delivering with attention to detail.
• Comfortable working in and contributing to cross-functional teams (Marketing, Sales, R&D, Operations, Finance).
• Clear and collaborative communicator with strong presentation and project coordination skills.
• Curiosity and passion for the beverage industry, innovation, and emerging trends.

TRAVEL & PHYSICAL REQUIREMENTS:

• 25% of the time to support business objectives and new product development

What we offer:

Yerba Madre-formerly Guayaki Yerba Mate-is the nearly 30-year pioneer of regenerative yerba mate [yer-bah ma-tay] and the category leader in ready-to-drink mate beverages across North America. The name Yerba Madre, meaning "Mother Herb," is a tribute to Mother Earth and the ancestral wisdom of the Indigenous communities who have cultivated yerba mate for generations -a reflection of the values the brand has championed since day one.

Headquartered in Sebastopol and Venice, California, Yerba Madre sources organic, shade-grown yerba mate in direct partnership with 255 family farmers and Indigenous communities across Argentina, Brazil, and Paraguay. Using 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, the brand became the world's first yerba mate to achieve Regenerative Organic Certified Gold status-setting a new global standard for ecological integrity, cultural respect, and environmental restoration.

As an original founding member of the B Corp community and a founding member of the Purpose Pledge, Yerba Madre is committed to ethical business practices across ten key pillars, including climate positivity, living wages, circularity, and inclusion. Yerba Madre is available in over 45,000 retail locations across the U.S. and Canada. To learn more, visit www.YerbaMadre.com.