FRACTIONAL GM & CEO - CONSUMER BUSINESSES
Operator-Led Leadership for Consumer Brands at Inflection Points
We offer Fractional General Management and Commercial Strategy to De-risk Growth and Scale What's Working
OPERATOR FIRST
In the seat, not on the sideline.
Alexandra Galindez is a General Manager and CEO-level operator with 20+ years of experience building, scaling, and transforming businesses from high-growth ventures to enterprise platforms.
She's consistently built the revenue engine, growth infrastructure, and commercial model that businesses need to scale. She's taken a company from -4% gross margin to 30%, driven a growth story that contributed to a $4.1 billion acquisition, and repeatedly turned challenger brands into category leaders.
Her specialty is businesses where the market needs convincing, customers need a reason to switch, or the commercial model has to be built for scale.
HOW WE WORK
Launch. Scale. Stabilize.
Consumer businesses don't hire operators in the abstract. They hire us at specific inflection points when execution, not advice, is what closes the gap.
Which one sounds like where you are right now?
Launch & Category Creation
A new brand, product or category and you need 0-to-1 commercialization led by someone who’s built from white space before.
WHAT WE DO
- Define white space and commercial thesis
- Build product, supply chain, and GTM from scratch
- Hire and lead the founding commercial team
$4.1B
Early commercial team at Vitaminwater, acquired by Coca-Cola. Category creation launches at BluePrint, ROAR, and Emotional Utility Beverage.
Scale with Rigor
Growth is happening but the operating model can't keep up. Margins, channels, or team structure need to mature for the next chapter.
$4.1B
WHAT WE DO
- Build channel strategy and pricing architecture
- Install the infrastructure to scale profitably
- Sharpen omni-channel mix and trade investment
- Prepare investor narrative and fundraise readiness
37% & 132%
Cost reduction and DTC margin expansion and Hain Celestial.
Turnaround & Reset
Unit economics are broken, commercial execution has stalled, or leadership has changed. The business needs discipline and decisive action.
WHAT WE DO
- Restore pricing, margin, and P&L discipline
- Rebuild distributor and retailer relationships
- Reset the commercial operating model end-to-end
- Stabilize the team and restructure where needed
-4% to 30%
Gross margin turnaround at ROAR Beverages. $5 million to $17 million revenue increase.
How we engage:
Embedded Leadership
Interim of fractional CEO/GM
Commercial Mandates
Time-boxed, focused
Board & Advisory
Ongoing strategic partner
Built. Scaled. Transformed.
20+ Years of Operating Leadership Across Category-Defining Consumer Businesses
E.U.B. Chief Executive Officer
Category Creation and Omnichannel Go-to-Market
ROAR ORGANIC Chief Executive Officer
Full Business Turnaround and Growth Acceleration
RUNA Chief Executive Officer
Supply Chain Restructuring and Brand Reinvention
HAIN CELESTIAL General Manager
Brand Revitalization and Omnichannel Transformation
META (FACEBOOK) Client Partner
Digital Transformation for Wendy’s, Subway, & Dunkin’ Donuts & Papa John’s
BURGER KING Marketing Director
National Commercialization and Franchise Activation
VITAMINWATER Marketing Manager
Regional Growth and National Expansion
RED BULL Field Marketing Manager
Regional Market Launch and Category Building