Lisa Nielsen

Fractional executive for CPG and natural product startups. Advise, develop and execute go-to-market strategies, brand positioning and retail expansion across FDM, club, e-commerce and natural channels CDMO and ingredient sales (Vitamin / Mineral, Amino Acid, Bioflavonoids, Antioxidants, Herbs & Botanicals, Omega 3 Fatty Acids, Specialty Minerals, Salts and Chelates, Pro and Prebiotics). • Advised CPG and natural product startups on go-to-market strategy, brand positioning, and retail expansion. • Lead sales and business development efforts across FDM, club, e-commerce, and natural channels. • Delivered fractional leadership in sales strategy, new business acquisition, and broker management. • Supported branded and private label growth through pricing, promotion, and buyer engagement. • Collaborated with executive teams to align operations with market trends and retail opportunities. •

Created and executed action plans to drive business development, aggressively expand sales opportunities and accelerate revenue growth. Led high-impact B2B sales initiatives, aligning R&D, formulation and production capabilities with market demands for private label and contract manufacturing. Built business back up to a forecasted $12MM in 2025. • Secured and launched first retail private label business with CVS, Walgreens, Ulta, Sprouts, Costco International, Kroger and Swanson’s. • Drove new account acquisition, landing several large beauty and indie brand partnerships including Unilever (Dermalogica, Paula’s Choice), Waldencast (Milk Makeup, Obagi Medical) and more. • Generated incremental sales within existing branded private label business by optimizing client relationships and identifying untapped revenue streams.

Managed 4 separate brands and 31 team members across all sales channels. Revitalized sales department and restored retail relationships through the implementation of a strategic, top-down approach to sustainable growth and product development. Achieved 30.6% YOY increase, growing retail and Amazon sales from $36MM in 2022 to $47MM in 2023. • Increased market penetration and expanded channel presence beyond prestige into FDM, club and e-commerce, growing distribution from 2K prestige doors to 35K+ masstige doors, as well as international business from 300 to 3,000+ doors. • Improved gross margin by 8% through SKU rationalization, strategic pricing and channel-specific value offerings that maintained brand equity while driving profitability across FDM and club. • Increased Amazon sales by 27% YOY through portfolio refinement, improved pricing strategy, PDP enhancements and successful implementation of the Amazon Transparency program, increasing consumer trust and reducing counterfeit risk.

Led cross-functional team, revitalized sales strategies, rebuilt sales team/broker network and developed new sales & reporting tools. Reversed a steep sales decline, achieving 35% sales growth in 1st 10 months and growing company sales from $5.5MM to $11MM during tenure. • Expanded distribution to specialty (i.e. GNC, Vitamin Shoppe, Vitamin World), grocery (i.e. Sprouts, Whole Foods Market, Fresh Thyme, Publix) and club (Costco). • Developed and implemented a rolling forecast model with external manufacturers, increasing OTIF from 35% to 80%+, restoring retailer confidence and reducing lost sales. • Enhanced operational efficiency and prepared brand to re-enter growth channels including Amazon, natural/specialty retail and D2C. • Managed the ingredient business unit expanding the business from $500K to over $3.7M

Health supplement brand that produces a wide variety of vitamin nutraceutical supplements, Omega 3's, softgels, powders, capsules, liquids and emulation as well as seed blends and powdered greens. Integral member of the executive leadership team and contributor on company goals and financial strategies. Led and managed a cross-functional team of 92 (7 direct reports). Built and established an international sales division from the ground up, laying the foundation for global expansion and sustained growth. Achieved total company sales growth from $20MM to over $120MM during tenure. • Built and led a high-performing sales team and broker network, driving growth across natural, VMS, FDMC and HBC channels and exceeding global sales targets. • Secured and managed new long-term sales partnerships with major global companies, achieving over $100MM annually in branded, private label and contract manufacturing sales. • Implemented a multi-segment and multi-channel expansion strategy, contributing to a more than 12x increase in retail distribution and growing from 3K to 35K+ doors. • Established Canadian operations and distribution, generating $20MM in new revenue within 2 years.

Umbrella company for beef jerky brands including AZ Jacks, Chipper Snax, Desert Star, Nature Snack Organic and private labels. Expanded trade channel distribution beyond convenience stores to include FDM, club, CPG, natural & organic, sporting goods, wholesale, vending, DSD routes and pet treat sales, resulting in a 243% increase in sales. • Established a contract manufacturing jerky program, driving $9M in revenue during 1st year, $21M in 3.5 years. • Launched a convenience, vending and DSD route program, generating $3.8MM in revenue within the 1st 18 months. • Conceptualized and introduced an organic pet treat line for a large national pet brand, achieving $750K in sales within the first 9 months. Spearheaded the development of an international distribution channel, generating $500K in sales within the 1st year.

Active nutrition company with a mission to provide consumers with the best products that Nutritional Sciences has to offer. Spearheaded the launch of Costco International’s branded and private label business, growing sales from $0 to $20MM in just 4.5 years.