CMO Karyn Abrahamson Steps Down from Essentia
Essentia CMO Karyn Abrahamson has exited the company, according to an Essentia spokesperson.
“We thank her for her excellent advertising work over the last several years, along with the dedication she brought to the brand,” the spokesperson said. Zola Kane, Essentia’s VP of integrated marketing, has stepped into the interim CMO role.
Abrahamson joined the company in 2015 as its VP of marketing and brand innovation after serving as director, global retail marketing & innovation at Microsoft. She previously held leadership positions in marketing at Starbucks and T-Mobile. Upon being promoted to CMO in 2018, Abrahamson told BevNET that she aimed to “to engage millennials in a way that inspires them to become part of the Essentia Nation where their passions and overachieving nature are recognized and celebrated” in order to develop Essentia into a “lifestyle brand.”
During her time as Essentia, Abrahamson oversaw several major marketing initiatives, including the roll out of the brand’s “Overachieving H2O” tagline, its partnership with Rose Bowl Stadium and national “It Might As Well Be You,” ad campaign featuring 2018 NFL MVP and Kansas City Chiefs quarterback Patrick Mahomes II.
Elsewhere, Essentia’s executive board member Kent Pilakowski has “amplified” his role supporting the company’s sales leadership team in light of COVID-19 in order to “address and meet the needs of our field teams, distributors and retailers,” according to the spokesperson. Pilakowski, former owner of IGNITE Sales Management, also holds board positions at So Good So You and Smart Flour Foods.
The moves come after Scott Miller, former CEO of Tampico Beverages, took over as successor to Essentia CEO and founder Ken Uptain on June 1.
Nutrabolt CMO Announces Exit
Nutrabolt CMO John Hardesty announced he has stepped down from his role after four years at the sports nutrition company. Hardesty made the move after welcoming his second child and relocating from Austin, Texas, where Nutrabolt is headquartered, to his home state of Boise, Idaho, according to a post on LinkedIn.
Hardesty joined Nutrabolt in 2016 after serving as VP of digital publishing at BodyBuilder.com.
On LinkedIn, Hardesty wrote that joining the Nutrabolt team was “an amazing opportunity to work within the fastest growing, and largest independently held sports nutrition company in the world” and “a chance to invite more consumers to live their best life and invest in their personal health.” However, with the move to Idaho, he realized continuing in his role at Nutrabolt “would no longer be an option.”
“I am proud of the work we created as a team,” he said. “The consumers that were invited to maximize their potential. And the many relationships that were established that will continue for many years to come. I will forever be grateful for the opportunity to work with the individuals I did at Nutrabolt over the past four years.”
Hardesty said that while he is still deciding his next career move, it will be “filled with passion and purpose.”
Joe Angiuli Promoted at First Bev
First Bev has promoted Joe Angiuli from vice president to principal, the beverage investment firm announced. Angiulu joined First Bev in 2015 as part of its investment banking team, dealing with mergers and acquisitions in craft beer, spirits and non-alcoholic beverages before joining its private equity team in 2017.
“I am honored and grateful for the opportunity to work with such a dynamic team at First Bev and look forward to building upon the incredible success we have achieved,” Angiuli said in a press release. “We have a tremendous opportunity ahead of us, and our unique value proposition within the industry continues to resonate with investors and entrepreneurs.”
First Bev’s investment portfolio includes alcoholic and non-alcoholic beverage brands such as Essentia, Health-ade, Laws Whiskey House and Q Mixers. The company entered the CBD space last fall with its investment in CBD-infused sparkling water line Mad Tasty.
“Joe has been a valuable part of our team since 2015 and has made outstanding contributions to the success of our firm,” said Jack Belsito, managing partner at First Bev, in a press release. “We are pleased to congratulate Joe on this next step, and we are excited to have him along with us as we continue to build our team’s capabilities and offer strong value-add to our portfolio company partners.”