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 business focused on eliminating food insecurity. Built growth strategies across 50 company owned retail stores, ecommerce subscription business, CPG, and alternate wholesale/foodservice channels.• 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 shift in consumer behavior post-covid.• 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. • Built new influencer strategy utilizing more efficient micro and nano health and wellness influencers and NIL achieving total reach of 24mm+.• Initialized lifecycle/loyalty capabilities that segmented consumers based on purchase behavior to increase frequency, AOV, retention.• Led multi-pronged PR approach focused on: a) consumer/investor placements b) national/hyperlocal coverage. Placements include: Forbes, Crain’s, NY Times, LA Times, National Restaurant News, Eater, QSR Magazine.• Developed channel sales strategy to accelerate wholesale business through targeting retailers (i.e. CVS), government, non-profits, offices, colleges and universities.

• 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 national marketing strategy across offline, social marketing, digital marketing, influencer and in-store channels b) revamping brand with new consumer insights, positioning, advertising, packaging c) launching new platform into premium Asian segment d) building multi-year new pipeline.

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 managed business that was a Nielsen Breakthrough Innovation winner with 7% penetration, 38% awareness, and 600,000 Facebook consumers in Yr1.• 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 in marketplace, and changing positioning and targets. Volume grew +5% after three years of decline.• 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 4 years.

Mba, Marketing, Strategy

Ba, Political Science