Founded Peffer Ventures, LLC in 2022, providing expert advisory and consulting services in the CPG/Food and Beverage sectors, as well as Interim C-Suite leadership and CEO coaching. Specializing in P&L management, organization design, route-to-market, KPIs/OKRs, benchmarking, pricing architecture, annual business and operating planning for any vertical function, with deep expertise in Commercial-related departments.Delivered impactful C-Suite/Organizational coaching and leadership, including serving as Interim Chief Growth Officer at Beyond Meat (BYND) for nine months and Executive Leadership Team/CEO coach for Best Day Brewing for 5 months. Provided lighthouse advisory services on global private equity and venture capital deals, leveraging deep industry and route-to-market expertise to help clients evaluate investments.--------Organizational Leadership | P&L Ownership | Growth & Revenue Strategy | Emerging Markets (i.e. eComm, Foodservice, Global expansion) | Brand and Business Development | Business Intelligence | Market Research | Channel and Key Account Segmentation | Trade Spend & Price Promo Management | COGS to Consumer and Pricing Architecture | Lighthouse Advisory Services for Global and Domestic Food and Beverage deals

Reporting to CLEAN Cause Inc. Founder/CEO, led all CLEAN Cause departments – Sales/Key Accounts, Distribution/Route-to-Market, Marketing, Finance and Operations, and Human Resources.- Improved 2021 same-store sales +38% while reducing trade spend by 5 percentage points by establishing and implementing a clear price and promotion architecture and the associated reporting and accountability practices.- Implemented ‘Objective and Key Results (OKR)’ business planning process for all departments – Talent/Human Resources, Key Accounts, Distribution, Marketing, Finance and Operations, and its Company-Owned Distributor in Austin, TX. - Initiated laser-focus against the critical in-store drivers – ‘immediately adjacent to #1 Brand’, ‘facings versus #1 Brand’, ‘cold availability’ and ‘points of availability’. Results: CLEAN next to #1 Brand in 71% of stores; Average facings ratio versus #1 Brand – 8:12 Cold / 9:24 Warm; Available Cold in 52% of stores; Available with 2+ locations for purchase in 39% of stores.- Improved company cash flow by reducing month-end financial closing from C+12 to C+5. Improved Days Outstanding from 47 to 30.

Provided strategic leadership and ownership for ALL channels (OffPrem, OnPrem, eComm, Foodservice, etc.), ALL commercial functions (Route-to-Market/Distribution, Key Accounts, Category Management, Shopper Insights, Trade Marketing, and On-Premise Marketing), and total Red Bull North America revenue. Led the development of growth strategies and company initiatives that drove consistent growth, helping grow RBNA from ~$5M to ~$3.5B, while also improving gross margins by over 20% points. Key driver in expanding RB's presence from ~10k outlets to >340k, with a documented business plan to add 40k new outlets via Foodservice.Additionally, developed and led strategies for RB's distribution network of >400 distributors, ensuring in-outlet excellence across all channels. Initiated Red Bull Distribution Company (RBDC) in Seattle in 1999, eventually creating the roadmap that resulted in RBDC’s expansion to 22 states with over 2,500 employees.Additional notable achievements: Developed a cold equipment program that eliminated Coke/Pepsi check-stand dominance in tens of thousand of stores, allowing Red Bull to penetrate >150,000 check-stands and significantly increasing the brand's Household Penetration; Initiated, developed, and executed the Perfect Store and Winning vs Competition programs that are used by all Off-Premise distributors and their ~5,000 Sales Reps to benchmark in-store success; Created RBNA’s Category Insights department which helped increase RBNA's engagement and Kantar Retailer Rankings from #101 to #23 over 3 years. Created an annual, company-wide initiative to get all RBNA employees (finance, ops, HR, etc.) out and onto trucks, supporting our distributor’s Sales Reps during a specified week of the year (check out IG #bogfo for 2015 pics - Year 1); Started Red Bull’s infamous, annual Halloween party, growing participation from a dozen employees to thousands across the nation... all costumed-up;).Red Bull is now the #2 non-alc Beverage brand in US.

Led the growth and development of Red Bull' North America's National Accounts Team, as well as the strategy development and execution for all 1500+ Key/Regional/National Off-Premise Chain Accounts in North America. Directly responsible for 350 Chain Accounts and the strategy and execution for the remaining 1150+ Chain Accounts represented by Red Bull's distributor network.