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.