Director, Communications

At Yerba Madre, we’re more than a beverage company—we’re a movement inspired to help people Come to Life. Rooted in the sacred energy of yerba mate,  a magical drink like no other, our products are designed to make you feel not just awake, but truly alive. Through a regenerative, circular business model—from sip to seed to shelf—we turn fans into agents of change who give back more than they take. By honoring yerba mate culture, strengthening communities, and restoring the Atlantic Forest, we create a positive impact on both people and planet.  

As a company, our core values and fundamental beliefs are guided by these four principles that shape how our company operates: 

• Alive with Energy: We bring vitality to everything we do 

• Brave the Unknown: We lead with conviction and unafraid to disrupt 

• Sacred Service: We lead with care and serve from the heart 

• Resilient Roots: We grow stronger together a help others do the same  

If this resonates with you, we invite you to Come to Life with us.  

Communication Management

• Develop and steward a distinctive brand voice rooted in our heritage and brand DNA, maintaining brand integrity across all platforms
• Enhance corporate reputation and brand equity
• Design and implement long-term outreach campaigns to build brand recognition and loyalty
• Engage audiences such as consumers, media, athletes, artisits, activists, investors, non-governmental organizations and Yerba Madre’s own employees
• Establish and drive a multi-channel communications strategy that positions Yerba Madre as the natural and organic source of energy and cuts through media clutter
• Orchestrate strategic alliances and commercial initiatives with media channels and partners (non-linear and linear platforms)
• Manage media relations and develop contacts with media members, influencers, and community leaders
• Manage all communications material
• Track engagement across various platforms and make data-driven decisions
• Manage presence at industry events, trade shows, and conferences
• Lead project management, corporate and crisis communication.

Editorial Communication

• Editorial implementation of all communication content for selected projects
• Develop overarching messaging that connects our heritage, brand DNA, product superiority, and regenerative practices into a clear and compelling brand narrative
• Earn media/multiplier endorsement and syndication to build strong media assets and to increase brand positioning, focusing on creativity and quality.
  

Owned Media

• Build 360 audience-centric activation plans with consistent approach trough media coverage, content production for owned media and social channels, opinion leader engagement, and partner content amplification.
• Coordinate and activate of the Yerba Madre’s channels
• Develop tailor-made content for the relevant channels
  

Content Production and distribution

• Create distinctive, premium, and innovative brand stories that bring our heritage, product benefits, and regenerative practices to life
• Assist in the creation of digital, video, audio and print content
• Engage consumers year-round through own and community-generated content
• Produce and distribute of all of Yerba Madre’s digital and traditional content
• Plan and coordinate content productions and target group-specific distribution via all relevant channels (TV, print, radio, online, social media)
• Develop, establish, and strengthens authentic connections with diverse audiences
• Quality assurance, analysis and success control
  

Corporate & Internal Communication

• Establish organizational messages and internal communications strategy in conjunction with senior managers and the CEO
• Ensure organizational initiatives and projects are successfully communicated to employees and stakeholders
• Use social media to communicate with employees internally
• Draft messages or scripts from senior executives for presentation to employees
• Ensure internal communications messages are consistent across all mediums and for different departments of the organization
• Ensure internal communication messages are consistent with external communication messages
• Respond to feedback from employees and adjust communications content accordingly
• Handle the internal communication response to crisis situations which affect organizational perception and reputation
• Advise senior executives of developments throughout the organization
• Crisis management and preemptive planning

Leadership and management

• Lead a diversely skilled communications team
• Create budget for communications team and ensure compliance
• Develop and foster global and national training to enhance content quality and employee/partners’ skills sets
• Mentor and motivate cross-functional team to provide high-level of content (moving images and still images), media insights, media products, and external and internal communications.
• Partner with Marketing to build brand awareness and product understanding through communications that establish Yerba Madre as the natural and organic source of energy
• Ensure quality control of all information released

Yerba Madre—formerly Guayakí 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 Oakland and Los Angeles, 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.