FRACTIONAL GM & CEO - CONSUMER BRANDS
Operator-Led Leadership for Consumer Brands at Inflection Points
Fractional General Management and Commercial Strategy. De-risk Growth. Scale What's Working.
I’m Alexandra Galindez, a Fractional CEO and General Manager with 20+ years building, scaling, and transforming consumer brands. My track record spans CEO and GM positions at VitaminWater, ROAR Organic, and Hain Celestial, alongside Red Bull, Burger King, and Meta.
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
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?
$4.1B
Launch
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 founding commercial team
Early commercial team at Vitaminwater, acquired by Coca-Cola. Category creation launches at Burger and Hain Celestial. Built E.U.B. from white space to market.
$4.1B
Scale
Growth is happening but the operating model can't keep up. Margins, channels, or team structure need to mature for the next chapter.
WHAT WE DO
- Build channel strategy and pricing architecture
- Install the infrastructure to scale profitably
- Sharpen omnichannel mix and trade investment
- Prepare investor narrative and fundraise readiness
Scaled ROAR Beverages from $5M to $17M in gross sales. Delivered a 19.2% buy rate vs. 14% category average and won national placement at Whole Foods, Sprouts, and Kroger.
$5M → $17M
Turnaround
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
Gross margin turnaround at ROAR. Rebuilt pricing discipline and restructured channels. Cut operational costs 37% at Hain Celestial and turned digital into the highest-margin channel.
-4% to 30% margin
How we engage:
Embedded Leadership Interim or Fractional CEO / GM
Commercial Mandates Time-boxed, focused
Commercial Mandates 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
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