YABA is a multi-brand health and wellness company, home to NaturaleBio, Matcha DNA, and Incite Nutrition. We are entering an exciting new chapter: building on our strong foundations to grow through a broader mix of channels and markets, and to become an even more brand- and consumer-led company. We are looking for a CMO to lead that evolution. This is a strategic leadership role, not an execution role. You will decide where we are heading: which channels and markets each brand should prioritize and in what order, how to balance today’s strengths with tomorrow’s opportunities, and how to build a marketing organization capable of getting us there. Market and channel strategy. Each of our three brands is at a different stage and has a different market footprint. You will build a deliberate market-by-market plan for every brand: not just which channels, but which channels in which countries, and in what order. You’ll decide where we invest first, where we test, and where we wait. You’ll own YABA’s marketing, product, and channel strategy end to end, reporting directly to the CEO. You’ll set the pace and priorities for each brand, working closely with the brand, product and channel leaders who bring that strategy to life. You’ll lead a marketing organization built for this next phase, covering brand marketing, product, performance marketing, and project management. Your job is to keep strategy and execution connected, so that the direction you set is always grounded in what our teams see on the ground. Own YABA’s overall marketing, product and channel strategy, broadening our mix of channels and markets at a pace the business can sustain Build the market-by-market strategy for each brand: priority markets, the right channels in each country, and the sequence in which to act Set strategic priorities and investment allocation across our brands, each at a different stage of maturity Lead and develop the senior leaders of our brand and channel teams Lead brand marketing, product, performance marketing, and project management Partner with the CEO and CFO on the investment case and pace for new channels and markets Build the marketing organization YABA needs for its next phase: hiring, structuring, and developing the team as we scale Represent marketing strategy and performance to the CEO, translating channel and market shifts into decisions the business can act on Stay close enough to execution to know when strategy needs to adapt, without doing your team’s jobs for them