Teams at Guayakí Yerba Mate

Leads Yerba Madre’s visual identity and creative direction across social, packaging, campaigns, point of sale, out-of-home, digital, and events. Owns creative standards, briefs, content production, brand consistency, and campaign execution while mentoring an in-house design team and managing external creative partners. Collaborates with marketing, social, brand, innovation, and commercial teams to translate consumer insights into creative work that drives trial, conversion, and brand equity.

Owns end-to-end logistics, including order fulfillment, domestic and international transportation, carrier and 3PL performance, customs coordination, warehouse governance, and network strategy. Leads a team of Logistics Specialists, manages logistics KPIs and cost optimization, negotiates carrier and warehouse contracts, develops SOPs and controls, supports network changes and expansion, and ensures reliable, compliant, cost-effective operations.