FRACTIONAL GM & COO • CONSUMER BRANDS
Operating Leadership for Consumer Brands.
We step in at Launch, Scale, or Turnaround moments.
I'm Alexandra Galindez, a Fractional General Manager, CEO and COO for consumer brands at inflection points. I’ve run the businesses: CEO of Emotional Utility Beverage and ROAR Organic, General Manager at Hain Celestial. Earlier at Red Bull and Vitaminwater and Smartwater, Burger King, and Meta, I did the commercial groundwork: earning distribution, building demand, opening markets. All of it pointed at the same thing: more product, in more doors, at better margins.
I partner with Founders, Boards, C-Suites, Investors, and Manufacturers where the market needs convincing, customers need a reason to switch, or the commercial model has to be built for scale. I’ve taken a business from negative 4% to 30% gross margin, driven a growth story that contributed to a $4.1B acquisition, and repeatedly turned challenger brands into category leaders.
Operational, commercial, and accountable. Not advisory.
OPERATOR, NOT CONSULTANT
In the seat, not on the sideline.
HOW WE WORK
Where we step in
Launch
A new brand, product or category that needs 0-to-1 commercialization led by someone who has built from white space before.
$4.1B
PROOF
Early commercial team at Vitaminwater, acquired by Coca-Cola for $4.1B. Built E.U.B. from white space to e-commerce and retail. More than 20 CPG product launches in the United States.
Scale
Growth is happening but the operating model can't keep up. Margins, channels, or team structure need to mature for the next chapter.
PROOF
Scaled ROAR from $5M to $17M run-rate. National placement at Whole Foods, Sprouts, and Kroger. Grew the Southeast into one of Vitaminwater’s top-selling regions.
Turnaround
Unit economics are broken, commercial execution has stalled, or leadership has changed. The business needs discipline and decisive action.
PROOF
Took ROAR gross margin from -4% to 30%. Rationalized and reformulated BluePrint products, cutting operational costs 37% at Hain Celestial.
HOW WE ENGAGE
Hourly
Advisory on demand at an hourly rate. Questions, contracts, negotiations, decisions.
Project
A defined deliverable at a fixed fee. A brand foundation, a pricing architecture, a margin analysis, an investor deck.
Retainer
A committed weekly rhythm, from building the brand to leading the business.
Three ways to work together.
A project ends when the work is delivered. A retainer ends when you stop needing us in the business.
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
TRACK RECORD
ROAR ORGANIC Chief Executive Officer
Full Business Turnaround and Growth Acceleration
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