Steve Lesnard Joins Guayakí Yerba Mate as Board Director

Guayakí Yerba Mate, a pioneering brand in the yerba mate beverage sector, has appointed Steve Lesnard as a Board Director. Lesnard brings extensive experience in brand marketing, general management, innovation, and cultural connection, positioning him to significantly contribute to Guayakí’s strategic growth.

Lesnard’s career spans over two decades and is marked by his ability to expand brands through innovative strategies and product leadership. His recent roles at The North Face and Sephora have demonstrated his capacity to drive significant growth and enhance brand visibility through creative and forward-thinking approaches. At Sephora, he implemented digital marketing strategies and global campaigns that led to substantial post-pandemic growth. At The North Face, he focused on product innovation and expanding the brand’s global reach.

Guayakí Yerba Mate is deeply rooted in product superiority, offering a natural source of energy that sets it apart in the beverage industry. Lesnard’s expertise in brand marketing and general management is expected to play a key  role in celebrating the unique benefits of yerba mate and solidifying Guayakí’s position as a clear leader in the market. His approach will likely blend traditional marketing with cutting-edge digital strategies to resonate with modern consumers while maintaining the brand’s core values.

Innovation will be a key focus for Lesnard at Guayakí. By introducing new product lines that cater to evolving consumer preferences, leveraging the organic and sustainably sourced ingredients  to broaden the brand’s appeal to younger and more diverse demographics. This strategy will ensure that Guayakí remains at the forefront of the industry, offering products that align with contemporary tastes and dietary needs.

Cultural connection is another vital aspect of Lesnard’s approach. His experience aligning brands with significant cultural moments and trends will certainly help Guayakí deepen consumer engagement. By tailoring marketing efforts and product offerings to resonate with current cultural dynamics, Lesnard will seek  to enhance the brand’s relevance and appeal.

Guayakí Yerba Mate is also known for its commitment to regenerative practices and creating a positive environmental impact. This focus on sustainability aligns closely with Lesnard’s values and his previous environmental initiatives at The North Face and SephoraWith his support,.  Guayakí is expected to continue leading the way in sustainable business practices, integrating these principles into every aspect of the brand’s operations.

Lesnard’s appointment is when Guayakí is poised for significant growth. His leadership style, characterized by a focus on teamwork and innovation, is anticipated to invigorate Guayakí’s corporate culture, fostering an environment where creative ideas and strategic thinking are at the forefront of business operations.

 About Guayakí Yerba Mate

Based in Sebastopol and Venice, California, Guayakí Yerba Mate is a leading brand in yerba mate beverages. As a certified B Corp and registered Social Purpose Corporation, Guayakí focuses on creating a positive impact through its operations. The company sources shade-grown, certified regenerative, organic, and fair-trade mate from South America, working closely with smallholder and Indigenous producers. Guayakí products are available at over 45,000 stores across the US and Canada. More information can be found at www.Guayaki.com.