Campus & Community Engagement Manager

As the Campus & Community Engagement Manager, you will lead the development and execution of a high-impact sampling strategy that drives awareness, trial, and brand affinity. You will oversee the management of a third-party sampling agency, Field Activation Team, and a strong focus on Collegiate sampling strategy ensuring teams are effectively trained, deployed, and delivering premium brand experiences. Additionally, you will work closely with internal Sales, and Brand teams to align activations with key cultural moments, retail strategies, and seasonal initiatives. This role requires a leader who can balance strategic oversight, agency management, and on-the-ground execution while traveling frequently to key markets. 

How you’ll help:

Sampling & Brand Activation Strategy 

• Develop and implement a national sampling program, prioritizing college campuses and high-traffic urban markets. 
• Identify key universities, cultural moments, and community hubs to maximize brand impact and consumer trial. 
• Align sampling activations with national brand campaigns, new product launches, and key seasonal moments. 

Third-Party Sampling Agency Management 

• Lead the relationship with a third-party sampling agency, ensuring they recruit, train, and manage top-tier brand ambassadors. 
• Set clear KPIs, performance expectations, and execution standards for the agency. 
• Develop training materials, messaging guides, and event toolkits to ensure consistent, high-quality brand representation. 
• Conduct regular check-ins, audits, and field visits to assess agency performance and provide feedback. 
• Manage sampling inventory and logistics in collaboration with the agency and internal operations team. 

 Collegiate Marketing & Activations  

• Develop and execute a comprehensive campus sampling strategy to drive product trial and brand engagement. 
• Manage 3rd party on campus activation partners that drive continues brand awareness and trial. 
• Collaborate with Guayaki campus ambassadors to support sampling efforts and create authentic brand advocacy. 
• Identify and collaborate with student organizations, campus events, and local businesses to enhance sampling reach and impact. 
• Manage product inventory and distribution logistics for all campus activations. 
• Track key performance metrics, gather consumer insights, and provide regular reports on campaign effectiveness. 
• Represent the brand with energy, enthusiasm, and authenticity, ensuring alignment with brand value. 
• Stay up-to-date on campus trends, social movements, and student behaviors to refine and evolve marketing strategies. 

Field Marketing Support & Brand Presence 

• Support national brand moments such as festivals, concerts, athletic events, and cultural activations in key cities. 
• Build relationships with student organizations, event organizers, and key campus stakeholders to secure prime sampling opportunities. 
• Partner with Sales teams to integrate sampling into retail accounts and food service locations to drive velocity. 

Performance Tracking & Optimization 

• Develop a reporting framework to measure the impact of sampling activations, including trial-to-conversion rates, consumer feedback, and event ROI. 
• Monitor agency performance, identifying areas for improvement and ensuring all activations meet brand standards. 
• Work cross-functionally with internal teams to refine strategies and optimize market impact. 
• Manage sampling budget, ensuring cost-effective execution and resource allocation. 

Here’s what you’ll provide:

• 3-5 years of experience in field marketing, experiential marketing, or brand activation within the beverage or CPG industry. 
• Proven experience managing a third-party sampling agency, including oversight of training, execution, and performance measurement. 
• Strong background in collegiate marketing and campus activations. 
• Ability to develop and manage sampling playbooks, training materials, and KPIs. 
• Strong project management skills, with an ability to juggle multiple activations across different regions. 
• Experience working with Sales teams to support retail sampling strategies 
• Willingness to travel frequently (50-60%), including weekends and evenings for major events. 
• Passion for Yerba Mate, sustainability, and mission-driven brand marketing.  

How you'll be successful:

• Local Brand Awareness:  
  • Assist in executing programs that build local brand awareness and engage key audiences. 
  • New tools, processes and systems 
  • Ensure all tools, processes, and activations are implemented efficiently and effectively. 
• Strong Relationship Building:  
  • The internal conduit of Field Activation, Marketing and cross-functionally with College, Social and Brand Marketing. Accompanied by an ever-growing network of external partners, agencies and brands.  
• Collaborative Spirit:  
  • Work seamlessly with internal teams and external partners to achieve shared goals. 

Travel Requirements:

• Travel is an integral part of this role, Willingness to travel frequently (50-60%), including weekends and evenings for major events, company meetings and or activations, partner meetings, training and on boardings. 
• LA Office based: 1-2 days/week.   
• Field based: 3-4 days/week  

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 What we offer: