At BevNET Live Summer, Olipop president Mel Landis spoke about his approach to shifting a brand’s focus from being new and innovative to scaling for a new growth stage that positions it for long-term success.
As a brand gets bigger, it often needs the steady hand of a veteran leader to shape a business into a more mature stage of growth.
Mel Landis has been that executive, from his roles at Kraft General Foods, Coke and BodyArmor to his current position as the president of Olipop. Armed with insight from guiding brands that have outgrown the challenger phase, Landis has been a part of the scaling-up process many times in his career. In his conversation at BevNET Live, Landis talked about building a culture that not only understands the mission but is equipped to meet the larger goals.
“In the beginning, selling is fundamentally about getting distribution, but all of a sudden you wake up one day and you’re a $400 million business,” he said. “All of a sudden, the customers’ expectations of what you bring to them have changed dramatically.”
Watch the full video to hear how Landis approaches a brand’s shift from being new and innovative to staffing and leading a team that uses detailed data analytics to position for long-term success.