I've spent my career building CPG brands. This is my place to capture and share all the lessons I've learned from the many brands I've operated. From massive brands like Red Bull, to day zero startups, to reshaping a category with a brand like Electrolit. Explore to see some of the things I know & maybe don't know.
Electrolit USA
I joined a $300M business with strong momentum, but no in house marketing function. I was the first FTE, and a few years later we hit $770M ARR, completely reshaped the sports drink category and grew the CAGR by 5 percentage points. Guess what marketing function I built first.
→ Read the case studyBijan Mustardson
I went to a creative agency to ask them for help, they ended up asking for mine. They wanted to build a dijon mustard for UT Football start Bijan Robinson. The idea was too hilarious to walk away from, so I got to work. Building a supply chain from scratch with crazy demand knocking on the door was wild.
→ Read the case studyFitJoy Foods
FitJoy had a great product position with a grain free angle. But the product itself was stalled. So, we found a new runway (the salty snack category), built a new product & gave it a new paint job. Category share came faster than we ever expected. Wait until you see the before & after.
→ Read the case studyI never set out to work in CPG, heck, I didn't know what it was for the first two years I was working in it. But, once I saw the game, I was hooked. There is no other industry that I'd want to study. Cracking the CPG code has captured my attention for too long not to share what I've learned.
→ AboutFeel free to reach out to catch up & book some time with me. Would love to catch up to share stories & learnings.