Niranjan Krishnaiah Email & Phone Number

Los Angeles, CA, US

Leader in better for you beverage segment. Lead strategic marketing, retail growth, ecommerce, trade marketing.

CMO services - Accelerated growth for emerging brands with Positioning, Brand Strategy, Brand Marketing, Innovation, Consumer Insights, and Go-To-Market services in CPG, retail and private equity

Los Angeles, CA, US

• Led marketing, brand strategy, DTC/ecommerce, digital/social strategy, sales, innovation, consumer insights, customer service and vending solutions for private equity backed mission-based omni-channel fresh food.
• Grew revenues 50%+ to ~$50mm through marketing strategies, product platforms, and channel penetration.
• Grew ecommerce revenue 20%+ while reducing CAC 35%+ with diversified media mix (search, paid social, influencer, affiliate, OTT), efficient lifecycle and retention strategies despite cost headwinds with paid social and.
• Developed first OOH marketing strategy across remnant billboards, bus tails, connected TV, digital to drive sales utilizing efficient and targeted media vehicles on low budgets.
• Created and launched new field marketing/ brand ambassador strategy to drive trial. Achieved a 7% redemption of coupons distributed vs. industry standard of 2%.
• Revamped product innovation launches bringing in consumer insights while accelerating speed to market. Launched 30+ new products while rationalizing underperforming skus.

• Developed new standalone CPG business unit for Santa Cruz Nutritionals targeting $15bn energy market dominated by energy drinks and shots with differentiated energy gummy targeting Millennial and Gen Z consumers.
• Built business from scratch from concept to launch, including P&L leadership, positioning, product development, pricing, sales leadership and channel strategy, ecommerce, innovation, insights.
• Led sales distribution into c-stores, vending, C&U including internal sales management, development of national broker network, channel P&L’s, trade strategy and sales tools.
• Built Amazon and DTC capabilities from scratch, including marketing, warehousing, fulfillment, customer service, and accounting.

Golden, CO, US

• Senior commercial leadership team for private equity backed B2B/B2C premium nutritional VMS company.
• P&L Leadership, strategic marketing, sales leadership and channel strategy, innovation, portfolio management, consumer insights.
• Led commercial strategy for $100mm+ of new product innovation for leading brands and retailers across Beauty, Energy, Sleep, Immunity, Stress, Sports Nutrition, and Probiotics.
• Led brand management and marketing for consumer US and Canadian CPG brands.

CMO services - Accelerated growth for emerging brands with Positioning, Brand Strategy, Brand Marketing, Innovation, Consumer Insights, and Go-To-Market services in CPG and tech.CMO for InnovAsian Cuisine - Led brand and product marketing strategy for $100mm+ challenger brand in competitive frozen food space. Accomplishments include: a) building first.

Paris, FR

• $3bn CPG company that owns Horizon Organic, Silk, and International Delight brands.
• Business strategy, Positioning/Messaging, P&L management, brand marketing and advertising, and consumer insights.
• Built $90mm+ iced coffee beverage business from initial concept, including value prop, positioning, brand marketing (TV, digital, SEO, SEM, social, radio, PR), partnerships, and new product development. Developed and.
• Strategy, brand strategy business development, and product innovation for International Delight Creamers/Coffee Beverage business and Horizon Organic business
• Evaluated and negotiated marketing partnerships projected to drive $100mm+ in incremental business.

Minneapolis, MN, US

• Turnaround situation for $260 million coffeehouse business.
• Led P&L, business strategy, segmentation, positioning, online and off-line marketing, new product strategy, and insights in turning around company-critical food business. Sales grew +30%.
• Led market assessment, insights, positioning, pricing, and marketing of two most successful product launches in company history.
• Developed 3 year new product strategy across multiple segments projected to double business.

Denver, Colorado, US

• Turnaround situation for a $2 billion quick service sandwich business.
• Developed consumer marketing strategies including brand strategy, marketing, partnerships, merchandising, consumer insights, and new products.
• Drove repositioning of brand from functional to more emotional positioning.
• Built strategies to penetrate new channels with new business models and formats.
• Managed $200mm+ Pepsi beverage and chips partnership. Created comprehensive plan to drive sales through promotions, franchise programs, and in-store merchandising strategies. Increased attach rate +3.3 pts.
• Led regional and national launches of 4 new products. Products grew base business by +3%.

Seattle, WA, US

• Strategy development, positioning, marketing strategy, P&L management and product innovation for flagship $2bn Espresso business and food business.
• Developed and executed category strategies across products, platforms, promotions, and messaging to drive business growth in company-owned retail stores. Sales grew +18% vs. previous year.
• Led development of product pipeline for key promotional periods. Estimated sales of $200-$300 million in FY10.
• Led category strategy, product assortment, positioning, marketing, innovation, and operations scalability for new breakfast sandwich platform, scaling business from $200k to $80 million in sales.

Camden, NJ, US

• Marketing, product development, P&L responsibility for flagship Campbell's Condensed Soup brand and Pace Salsa business.
• Developed and executed marketing strategies to restage 100 year old $150mm flagship Condensed Tomato Soup brand of company that had seen declining volume in recent years due to increased competition, lack of relevance.
• Development of marketing plan and strategies, and leading cross-functional teams in execution of programs to drive brand growth for $200mm Pace Salsa brand. Volume grew +12% after declining on average –4% for previous.

Mba, Marketing, Strategy

Ba, Political Science