Death Wish Coffee Appoints Chief Marketing Officer
Death Wish Coffee Co., the top-selling Fair Trade and No. 1 organic coffee brand in the United States, has hired Sasha Auguste as its chief marketing officer.
In her new role, Auguste will oversee the brand's marketing strategy, positioning and digital initiatives as it continues to invest in new products, retail expansion and brand-building initiatives.
“As we continue to grow, attracting exceptional talent will always be critical,” said Steve Gardiner, CEO of Saratoga Springs, N.Y.-based Death Wish. “Sasha is a proven leader, and her experience at big and small brands will help us up our game even further and help take this brand to the next level.”
“I've long admired Death Wish Coffee for its fearless personality and loyal community,” Auguste noted. “This is a brand that has never been afraid to challenge convention, and that’s exactly what excites me most. With a strong foundation, meaningful opportunities for innovation and an incredibly passionate consumer base, I’m excited to help accelerate the brand's growth and introduce even more consumers to what makes Death Wish Coffee unlike any other coffee brand.”
Auguste comes to Death Wish from YumEarth, where she led the better-for-you confectionery brand’s strategic repositioning, developed an innovation pipeline and led an omnichannel strategy that delivered strong growth across direct-to-consumer, Amazon and key retail partners. Before YumEarth, she led the brand repositioning and launched the direct-to-consumer business at Kidfresh.
This article first appeared on the site of CGT sister brand Progressive Grocer.
