FRACTIONAL GM & CEO • CONSUMER BRANDS
Operating Leadership for Consumer Brands.
We step in at Launch, Scale, or Turnaround moments.
I'm Alexandra Galindez, a Fractional CEO and General Manager for consumer brands at inflection points. I came up through brand and marketing at Red Bull, Vitaminwater, Burger King, and Meta, then ran businesses as General Manager at Hain Celestial and CEO at ROAR Organic and Emotional Utility Beverage. That arc is unusual for a fractional executive and it's the basis of how I work.
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 in sales. 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
Commercial Readiness Assessment
Fixed fee, 45 days, defined deliverable.
Commercial Mandates
Time-boxed, one defined outcome.
Embedded Leadership
Interim or Fractional CEO / General Manager
Most engagements begin with a fixed-fee assessment. Over 45 days, we go inside your P&L, pricing, channel economics, and operating model, then deliver a written verdict: what is working, what is quietly bleeding the business, and the sequence of moves that protects the next stage of growth. You keep the roadmap whether or not we continue together. Fixed fee, defined deliverable, no open-ended retainer.
The Commercial Readiness Assessment
WHERE ENGAGEMENTS START
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