Death Wish Coffee Taps YumEarth Alum Sasha Auguste as CMO

Sasha Auguste has stepped into the Chief Marketing Officer role at Death Wish Coffee, tasked with steering the brand’s next phase of market expansion. Her appointment follows a period of retail growth for the Saratoga Springs-based company, which now occupies shelf space in more than 25,000 stores across the United States.

Today, 15:29· Money Talk· 3,364 reads

Death Wish Coffee Taps YumEarth Alum Sasha Auguste as CMO

CEO Steve Gardiner described the hire as a strategic move to leverage Auguste’s background in both large and boutique brands. Auguste joins the executive team after a tenure at YumEarth, where she oversaw the repositioning of the confectionery brand and managed its omnichannel strategy across Amazon and traditional retail channels. Her prior experience includes launching the direct-to-consumer business for Kidfresh.

At Death Wish Coffee, Auguste will manage the company’s digital initiatives and product positioning. The brand, currently ranked as the top-selling Fair Trade and organic coffee in the U.S. per December 2025 SPINS data, is looking to capitalize on its existing consumer base to fuel further innovation. Auguste noted that the company’s willingness to challenge industry conventions was a primary factor in her decision to join the leadership team.

Death Wish Coffee Taps YumEarth Alum Sasha Auguste as CMO

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