Bryan Crowley was named CEO of Soylent in December of 2017. Crowley leads Soylent’s executive team, in addition to overseeing all day-to-day operations shepherding the company in its mission to leverage science and technology to provide complete, convenient, sustainable nutrition to the world.
Crowley began his career in sales at AnheuserBusch after a short rally as a tennis professional. He earned his undergraduate degree from the University of Iowa, where he graduated with honors and, in 1995, won the prestigious Scholar Athlete of the Year award. He has completed executive training programs in general management, marketing, and innovation at Harvard Business School, London Business School, University of Virginia’s Darden School of Business, and Northwestern’s Kellogg School of Management.
Crowley began his career as a senior brand manager of the $500MM Hunt’s Tomatoes brand at Con Agra Foods, where his revitalization efforts resulted in both sales and share gains. Most notably, he led the development and launch of the first inverted bottle in the condiments category, winning Business Week’s “Best New Products of 2002.”
Crowley joined Mars Inc. where he served as Vice President of Marketing and Sales, leading the iconic UNCLE BEN’S® brand. During his eight-year tenure, he stimulated industry-leading sales and profit growth with a strategic focus on both innovation and core business. He launched Uncle Ben’s Ready Rice and grew the line from #4 to #1 in the category – surpassing long-standing competitors and exceeding $100 million in sales. Due to his brand expertise and global stewardship, Crowley was appointed Global Brand Leader and successfully led global branding and innovation initiatives for the over $1B rice brand.
Perhaps his most enduring impact on Mars, Crowley successfully architected a complete brand revitalization project, putting a powerful icon, Uncle Ben, at the center of all communications. The award-winning “Ben Knows Best” campaign resulted in strong sales growth across the portfolio, more than 50% increase in marketing ROI, and was adopted across Mars’ global food network.
In 2011, he was recruited as Chief Marketing Officer of Pabst Brewing Company to transform the marketing function of the $700M+ Pabst portfolio of 34 brands. Responsible for business and portfolio strategy, brand strategy development and execution, field marketing and financial performance, he helped drive a +10% pt. volume turnaround in 2011. His innovative approach helped to reenergize key brands, including Pabst Blue Ribbon, Colt45 and, most notably, Old Milwaukee, where he worked with Will Ferrell on the award-winning campaign that spurred a +15% pt brand turnaround.
Crowley went on to become President at VeeV Spirits, where he launched the first-ever Certified Organic Ready-to-drink Cocktail line (VitaFrute® by VeeV™). Additionally, he repositioned the core product to better compete in the premium vodka category, and, in March of 2016, shepherded the sale of the Company to Luxco Imports.
Beginning as a part-time consultant, Crowley joined KeVita, a leading artisan of fermented probiotic and kombucha beverages. He quickly made an impact on the brand’s business and marketing strategies at a turning point in KeVita’s growth and was named Chief Strategy Officer. As CSO, Crowley was charged with taking the organization to the next level by leading business strategy, marketing, human resources, product development, and innovation. After only eight months, he led KeVita through a successful acquisition by PepsiCo in November of 2016.
Bryan currently resides in the Greater Los Angeles Area with his wife and their two children.