Death Wish Coffee Co. Welcomes Sasha Auguste as CMO to Elevate Brand Development

Death Wish Coffee Co. Welcomes New Chief Marketing Officer

Saratoga Springs, N.Y. – In a significant move to accelerate its growth, Death Wish Coffee Co.—the leading Fair Trade and Organic coffee brand in the United States—has announced the appointment of Sasha Auguste as Chief Marketing Officer (CMO). With a strong background in consumer packaged goods (CPG), Sasha is set to drive the brand's marketing strategy and digital initiatives as it embarks on its next phase of development.

A New Leader for a Thriving Brand

Steve Gardiner, CEO of Death Wish Coffee, expressed enthusiasm about Sasha's arrival, stating, "We are thrilled to welcome Sasha to our Death Wish Coffee team. Attracting exceptional talent is critical as we continue to grow. Her extensive experience will elevate our game and help propel our brand further."

As CMO, Sasha will lead integrated marketing efforts, supporting innovation and consumer engagement. Her vision aligns with Death Wish Coffee's goal of expanding its market presence while continuing to introduce new products and enhancing the overall brand experience for loyal customers.

A Passion for Bold Brands

Sasha commented on her new role, saying, "I've long admired Death Wish Coffee for its fearless personality and loyal community. This is a brand that has never been afraid to challenge convention, and that's exactly what excites me most. With a strong foundation and passionate consumer base, I look forward to accelerating the brand's growth while introducing even more consumers to the unique offerings of Death Wish Coffee."

Before joining Death Wish, Sasha honed her skills at YumEarth, where she played a pivotal role in repositioning the brand, enhancing its differentiation, and increasing market share in the natural candy sector. Her leadership in overseeing an innovation pipeline and implementing an omnichannel strategy led to substantial growth across various retail partnerships and direct-to-consumer platforms. Additionally, her previous experience with Kidfresh saw her spearheading brand repositioning and establishing a successful direct-to-consumer initiative.

Death Wish Coffee: A Rising Star in the Industry

Founded in a small coffee shop, Death Wish Coffee Co. has grown to become the #1 selling Fair Trade and Organic coffee brand in the U.S., featured in over 25,000 stores nationwide. According to SPINS MULO Scan Data from December 2025, the company proudly holds the top spot in both categories, further establishing its reputation as a leader in high-quality coffee products.

The brand offers a variety of blends, including Dark Roast, Medium Roast, Espresso Roast, Light Roast, and Valhalla Java, all of which are made with Fair Trade certified organic coffee.

As Death Wish Coffee embarks on this exciting journey with Sasha Auguste at the helm of its marketing strategy, consumers can expect innovative approaches and enhanced engagement that continue to celebrate the bold spirit that the brand represents.

For more information about Death Wish Coffee and its latest developments, visit deathwishcoffee.com.