STRATEGIC TRANSFORMATION 
TO ACCELERATE SOCIAL & FINANCIAL IMPACT 
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STRATEGIC TRANSFORMATION 
TO ACCELERATE SOCIAL & FINANCIAL IMPACT 

VICTORIOUS OUTCOMES
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VICTORIOUS OUTCOMES

RELENTLESS FORTITUDE THROUGH ADVERSITY RESULTING IN A STRING OF VICTORIOUS OUTCOMESLessLess

RELENTLESS FORTITUDE THROUGH ADVERSITY RESULTING IN A STRING OF VICTORIOUS OUTCOMESLess

-Joy Baer
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-Joy Baer

Providing transformation solutions to investors and executive teams with specialized focus in ROI-Centric business strategies, brand strategies, and agile marketing strategies for the healthy living consumer brands.Less

Providing transformation solutions to investors and executive teams with specialized focus in ROI-Centric business strategies, brand strategies, and agile marketing strategies for the healthy living consumer brands.

Annie’s Homegrown

Piloted VC-cacked Annie's Homegrown from a single product line brand to burgeon across multiple product lines across multiple categories fueling accelerated growth in sales and market share. Developed new product road map for long term growth, while leading teams to successfully execute on-time product launches, outperforming sales goals – at times 2x projections). The prolific brand expansion established Annie’s the leading organic kids’ brand in mainstream channels. Outcome: Successful Exit Salge to General Mills for $820 M in 2014.

Piloted VC-cacked Annie's Homegrown from a single product line brand to burgeon across multiple product lines across multiple categories fueling accelerated growth in sales and market share. Developed new product road map for long term growth, while leading teams to successfully execute on-time product launches, outperforming sales goals – at times 2x projections). The prolific brand expansion established Annie’s the leading organic kids’ brand in mainstream channels. Outcome: Successful Exit Salge to General Mills for $820 M in 2014.

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Annie’s Homegrown
Town of Truckee

Advanced Urban Justice for a Sierra Ski Town suffering hardships from a seasonal, boom & bust economy wreaking radical income inequality for its resident working class, seeking more equitable urbanization solutions. Developed inclusive strategy for Urban Transformation initiative, beginning with changing the patterns of public trust and social cooperation from the bottom-up. Initiated inclusive Town Hall Meetings to nurture a new citizenship culture, grounded in equal respect and quality of life for all. Managed controversy with civility by listening to conflicting stakeholder views from the Truckee Public Private Partnership, the Chamber of Commerce and its 16,000+ year-round resident citizens and uniting around a shared purpose of becoming a more just township, from which to develop a win-win strategy for a new positioning platform: Truckee, CA "Base Camp for a Big Life." mountain town economy for a prosperous future.  

Outcome: Transformed perception to positively affect attraction from Bay Area creatives and professionals seeking relocation. Influx of new year-round residents stimulated economic growth and community investment to provide more sustainable year-round work opportunities for resort workers, narrowing the income divide to make Truckee a more just city. The Wall Street Journal affirmed Truckee as “The Coolest, Under-the-Radar Ski Town in the American West” in 2019.

Advanced Urban Justice for a Sierra Ski Town suffering hardships from a seasonal, boom & bust economy wreaking radical income inequality for its resident working class, seeking more equitable urbanization solutions. Developed inclusive strategy for Urban Transformation initiative, beginning with changing the patterns of public trust and social cooperation from the bottom-up. Initiated inclusive Town Hall Meetings to nurture a new citizenship culture, grounded in equal respect and quality of life for all. Managed controversy with civility by listening to conflicting stakeholder views from the Truckee Public Private Partnership, the Chamber of Commerce and its 16,000+ year-round resident citizens and uniting around a shared purpose of becoming a more just township, from which to develop a win-win strategy for a new positioning platform: Truckee, CA "Base Camp for a Big Life." mountain town economy for a prosperous future.  

Outcome: Transformed perception to positively affect attraction from Bay Area creatives and professionals seeking relocation. Influx of new year-round residents stimulated economic growth and community investment to provide more sustainable year-round work opportunities for resort workers, narrowing the income divide to make Truckee a more just city. The Wall Street Journal affirmed Truckee as “The Coolest, Under-the-Radar Ski Town in the American West” in 2019.

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Town of Truckee
Ella’s Kitchen Organic Baby Food

Championed UK-based Ella’s Kitchen Organic Baby Food’s disruptive launch and acceleration in the US market. Developed and executed US market entry strategy, putting together virtual teams across the US, partnering with key retailers and building a brand ambassador program ignite demand. Outcome: Accelerated scalable growth in company value from $0 revenue to $70M in 4 years advanced Organic Food Justice. Successful Exit Sale to Hain Celestial Group in 2013. 

Championed UK-based Ella’s Kitchen Organic Baby Food’s disruptive launch and acceleration in the US market. Developed and executed US market entry strategy, putting together virtual teams across the US, partnering with key retailers and building a brand ambassador program ignite demand. Outcome: Accelerated scalable growth in company value from $0 revenue to $70M in 4 years advanced Organic Food Justice. Successful Exit Sale to Hain Celestial Group in 2013. 

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Ella’s Kitchen Organic Baby Food
Kevita Probiotic

Catapulted KeVita Probiotic Beverage from its early stage to a high growth emerging healthy living brand through the development of a strategic marketing plan and implementation, micro-targeting fanatics to build loyal lifestyle tribe. Outcome: Propelled Food Justice crusade forward. Successful Exit Sale to PepsiCo for $200M+ in 2016.

Catapulted KeVita Probiotic Beverage from its early stage to a high growth emerging healthy living brand through the development of a strategic marketing plan and implementation, micro-targeting fanatics to build loyal lifestyle tribe. Outcome: Propelled Food Justice crusade forward. Successful Exit Sale to PepsiCo for $200M+ in 2016.

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Kevita Probiotic
Restaged Bare Foods

Transformed Bare Snacks into an emerging mission-driven, positive nutrition brand in the disruptive Alterna-chip snack category. Introduced new brand strategy to reposition the brand through packaging restage, innovative marketing programs and new product roadmap to expand product offerings, across multiple channels of distribution and populations. Outcome: Accelerated sales growth and market share capture amplified Food Justice gains. Successful Exit Sale to PepsiCo for $200M in 2018. 

Transformed Bare Snacks into an emerging mission-driven, positive nutrition brand in the disruptive Alterna-chip snack category. Introduced new brand strategy to reposition the brand through packaging restage, innovative marketing programs and new product roadmap to expand product offerings, across multiple channels of distribution and populations. Outcome: Accelerated sales growth and market share capture amplified Food Justice gains. Successful Exit Sale to PepsiCo for $200M in 2018. 

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Restaged Bare Foods
VOILA

Turned around the struggling Bird’s Eye brand by driving strategic innovation for new product lines and pioneering a new categor – the first-to-market All-in-One Skillet Meals called “VOILA” – capitalizing on the "meal solutions" trend. Renewed brand innovation reversed revenue loss to soaring revenue growth. Victorious Outcome: Renewed dynamic relevance and Successful Exit Sale to Dean Foods for $140 M.

Turned around the struggling Bird’s Eye brand by driving strategic innovation for new product lines and pioneering a new categor – the first-to-market All-in-One Skillet Meals called “VOILA” – capitalizing on the "meal solutions" trend. Renewed brand innovation reversed revenue loss to soaring revenue growth. Victorious Outcome: Renewed dynamic relevance and Successful Exit Sale to Dean Foods for $140 M.

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VOILA
Acme Ice Cream

Revived a struggling food company, starting with a purpose-driven business strategy to deliver Food, Environmental & Social Justice positive outcomes for the community ecosystem inclusive of local growers, suppliers, retailers, employees, consumers and the organization. Hired and inspired cross-functional inclusive teams, both internal and external, united around a culture of purpose to ignite team passion and commitment to achieve ambitious objectives. Managed P&L and capital investment decisions, leading initiatives to increase operational efficiency and scalability for long term growth. Revitalized sales strategy to deliver win-win outcomes for company, trade and customers. Outcome: Sales revenue increased 87% in the first year, forwarding Food & Social Justice equality.

Revived a struggling food company, starting with a purpose-driven business strategy to deliver Food, Environmental & Social Justice positive outcomes for the community ecosystem inclusive of local growers, suppliers, retailers, employees, consumers and the organization. Hired and inspired cross-functional inclusive teams, both internal and external, united around a culture of purpose to ignite team passion and commitment to achieve ambitious objectives. Managed P&L and capital investment decisions, leading initiatives to increase operational efficiency and scalability for long term growth. Revitalized sales strategy to deliver win-win outcomes for company, trade and customers. Outcome: Sales revenue increased 87% in the first year, forwarding Food & Social Justice equality.

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Acme Ice Cream
Premier Protein brand

Charted growth strategy for Post Holdings Venture, Premier Protein brand, from market research data mining to identifying growing consumer trends, producing impactful new product roadmap, and rollout of new product lines and line extensions. Outcome: Annual sales growth 30%+, year after year, yielding a successful IPO for Bellring Brands, including Premier Protein, PowerBar, and Joint Juice.

Charted growth strategy for Post Holdings Venture, Premier Protein brand, from market research data mining to identifying growing consumer trends, producing impactful new product roadmap, and rollout of new product lines and line extensions. Outcome: Annual sales growth 30%+, year after year, yielding a successful IPO for Bellring Brands, including Premier Protein, PowerBar, and Joint Juice.

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Premier Protein brand
Valvoline

Resuscitated sluggish sales of Valvoline Motor Oil product line using Agile Marketing techniques. Deployed consumer response-based segmentation, to identify new customer segments, channels and messaging tactics, testing before launching a results-driven, high ROI, scale up across markets. Outcome: Sales revenue surge boosted market share to second largest player in the category.

Resuscitated sluggish sales of Valvoline Motor Oil product line using Agile Marketing techniques. Deployed consumer response-based segmentation, to identify new customer segments, channels and messaging tactics, testing before launching a results-driven, high ROI, scale up across markets. Outcome: Sales revenue surge boosted market share to second largest player in the category.

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Valvoline
DuPont

Stabilized a faltering product line for DuPont home care products through developing and implementing a strategic packaging re-stage using consumer-friendly messaging and 360° tactical outreach. Outcome: Revitalized product line revenue resulted in portfolio expansion for the Division.

Stabilized a faltering product line for DuPont home care products through developing and implementing a strategic packaging re-stage using consumer-friendly messaging and 360° tactical outreach. Outcome: Revitalized product line revenue resulted in portfolio expansion for the Division.

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DuPont

LUMINOUS BRANDS © 2020

LUMINOUS BRANDS © 2020

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