Sabine was brought into the company by the CEO to create and shape Guayaki’s involvement in playgrounds such as sports, culture and entertainment, focussing on building up a network of Opinion Leaders and Ambassadors. She was responsible for finding outstanding individuals in relevant playgrounds, to understand trends, source ideas and stories, and leverage credible networks in each community. Create long term relationships with athletes, artists & talent that fit and amplify the brand value. Enable Field Marketing Managers to find and connect with true local heroes that are highly relevant in their community and identify talent within the existing network of Ambacebadores.
Guayaki began its journey in the mid-90s by sharing yerba mate culture across the USA. As a certified B Corp and registered Social Purpose Corporation, they continue to promote values of community, friendship, service, and environmental stewardship. In 2009, they became a pioneer in the yerba mate industry by being the first in the world to offer fair trade certified yerba mate according to the Fair for Life standard, a reflection of our dedication to the yerba mate producers and their communities in South America with whom we work in close partnership. Now, over 25 years later, they are sharing yerba mate loose leaf, cans, and bottles in North and South America with the same regenerative vision that the Semillas initially started with!
