This is a yellow flowering bush that is found all around our area in Southern California. It blooms prolific, small yellow flowers in the fall. The plant grows in full sun seemingly tolerating arid conditions very well.
I’m afraid I do not know this one – I am not an expert on the California Flora. I have two guesses – only to genus – Helenium and Coreopsis, both large genera but they do look like your image. Sorry I cannot do more on this.
–Steve Hill SCNPS