Brad has been the CEO of ALOHA, a plant-based protein pioneer, since 2017. He has dedicated a large portion of his career to the broader health & wellness category, running marketing and commercial growth efforts, as well as consulting/advising for some of the most iconic brands in the space. A classically trained marketer, Brad’s main focus has been building the next generation of beloved brands that speaks to today’s consumer passion points while delivering a compelling holistic value proposition that attracts trial and retains loyalty beyond price.
Witnessing revolution first-hand, Brad has worked closely with some of the most forward-thinking entrepreneurs and visionaries at Chobani, Under Armour and KIND Snacks.
Seeking exposure to private equity and managing a portfolio of brands, Brad spent the most recent years shepherding the turnaround of four sports nutrition brands as the SVP/GM of the Nature’s Bounty Company, a $3B+ global wellness company, solely owned by the Carlyle Group. Consequently, Brad became a close advisor and consultant to both the KIND Snacks founder and their CMO, shaping their most recent creative campaign, and helping KIND build out an integrated marketing discipline while retaining the flexibility of an entrepreneurial venture competition against large, established CPGs.
In 2013, Chobani founder Hamdi Ulukaya recruited Brad to the Greek-yogurt leader to manage their marketing function. Over the course of his time at Chobani, Brad launched new products both within the yogurt category and outside it with natural shopper adjacencies, created lean operational processes that enhanced decision-making and supply chain efficiency, and originated a “Masterbrand” strategy that culminated in two highly-reviewed SuperBowl and Olympics campaigns among other industry honors.
In 2010, Brad joined Under Armour, an organization with entrepreneurial roots that was changing the way lifestyle brands marketed, manufactured and positioned themselves with both retailers and consumers. At the time, Under Armour was a sub $1B underdog to goliath competitors. Brad’s scope encompassed apparel, footwear, accessories and licensing, representing 70% of UA’s total sales. Consequently, he launched “Charged Cotton,” Under Armour’s first foray into the massive non-technical apparel market and introduced the “E39 – ‘Iron Man’ Shirt” at the 2011 NFL Combine; with only $4M budget, the digital marketing campaign garnered more than 100M earned impressions and a significant sales halo. Late in 2011, Brad was promoted to lead marketing for the company in China, where he facilitated a differentiated athletic brand approach to competitors treating sport like fashion.
Brad began his career in Brand Management at Frito Lay Inc, a division of PepsiCo. Prior to his MBA, Brad served as a strategy consultant focused on consumer segmentation and analytics at Cap Gemini Ernst & Young, and then relocated to Amsterdam to launch premium-denim brand Lucky Brand Jeans on the continent and EMEA regions.
Brad received his bachelor’s degree from the University of Notre Dame, graduating magna cum laude, and was a Division-1 athlete. He also earned an MBA from the Harvard Business School and attended the prestigious boarding school, The Hill School, in Pottstown, PA.
Brad lives in Darien, CT with his wife, Anika, and their three young daughters, Ella, Karli and Elin.