The Field Activation Lead is a hybrid player-coach role designed to elevate execution and leadership in our highest-impact markets. This role spends approximately 70% of time performing the Field Activation Specialist role while dedicating 30% of time to managing, coaching, and developing local Field Activation Specialists. *** This role will require someone to be based in the NYC market to be considered for the position.
Field Activation Leads are trusted market leaders who set the standard for execution, culture, and brand presence. They ensure day-to-day excellence in their own work while directly managing a small team of Specialists to drive consistency, accountability, and growth within the market. This role is ideal for a high-performing Specialist ready to take on people leadership while remaining deeply embedded in the field. How you’ll help:
Field Activation Execution (~60%)
Execute all core Field Activation Specialist responsibilities, including:
Field sales tactics including opening new accounts, selling coolers and displays, and more
Field marketing tactics including campus sampling, retail activations and event support
Serve as a model of best-in-class execution, brand presence, and professionalism
Maintain strong understanding of local market dynamics, retail partners and community opportunities
People Leadership & Market Management (~40%)
what you’ll provide:
Proven success as a Field Activation Specialist or similar field-based sales/marketing role
Demonstrated ability to lead by example and influence peers internally or 1-3 years of prior people management experience
Strong communication, organization, and time-management skills
Comfort balancing hands-on execution with people leadership responsibilities
Ability to give clear, constructive feedback and coach for improvement
Passion for brand-building, community engagement, and field excellence
How you’ll be successful in this role:
Consistent achievement or over-achievement of Field Activation Specialist KPIs in their own work (internal)
Improved execution quality, consistency, and results across their managed Specialists
Successful onboarding and development of local team members
Strong communication, reliability, and partnership with Field Activation Managers
Positive team engagement and peer feedback within the market
Regular, productive 1:1 sessions with direct reports including KPI review
Honest, documented dialogue around performance accountability
Ownership of 90-day onboarding process for new hires
Addition people-management responsibilities as needed
TRAVEL & PHYSICAL REQUIREMENTS:
Ability to work flexible hours, including evenings and weekends as needed for activations
Ability to lift and carry product and activation materials (up to 40 lbs)
Valid driver’s license and ability to travel locally within the assigned market
Occasional regional travel for trainings, meetings, or special events
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
$85,000—$113,000 USD
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 Sebastopol 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**.**
Yerba Madre is an equal-opportunity employer committed to creating a diverse and inclusive workplace.
