Senior VP of Sales and Marketing

Senior VP Of Sales And Marketing, Sal Fiordelisi

Mr. Sal Fiordelisi will be the Senior Vice President of Sales and Marketing for the Company.  Mr. Fiordelisi is a versatile, strategic and operationally-focused sales and marketing executive with a strong track record of developing and expanding brands profitably such as Perrier and Poland Spring Water and he possesses exceptional experience through his work in both global and boutique consulting firms with clients such as Schering Plough, McCormick, Cadbury, Colgate and Newell Rubbermaid.

From 2004-2014, Mr. Fiordelisi was the Executive Vice President of Consulting for GFK Custom Research, a leading global research consultancy with revenues of $2 billion and 10,000 employees located in 100 offices throughout the world.  In his capacity, Mr. Fiordelisi led multiple research, consulting and training engagements with a wide variety of clients including Colgate, Newell Rubbermaid and Emmi AG.

Previous to this position, from 2000-2004, Mr. Fiordelisi held the post of Executive Consultant for Meridian Consulting Group, a $15 million boutique consulting firm based in Westport, Connecticut.  During his tenure, Mr. Fiordelisi directed and assisted various consumer packaged goods organizations in the overall development and optimization of their go-to market structures, processes and capabilities.

From 1994-1999, Mr. Fiordelisi was the Senior Brand Manger for Lipton Soups & Recipes for UniLever North America, a leading consumer products organization with 400 brands, 173,000 employees and sales in more than 190 countries. Additional positions during this period included Brand Manager for Brummel & Brown new products as well as Category Manger for Brummel & Brown’s margarine product. His accomplishments included an increase in the brand profitability of Lipton Soup & Recipe Secrets by 7% and he was the recipient of an Edison award for best new product launch in the dairy category.

Prior to this, from 1990-1994, Mr. Fiordelisi held the positions of Brand Manager and District Sales Manager of the firm’s very first water product, Perrier Sparkling Natural Mineral Water, and was the Associate Brand Manager for the Poland Spring Water brand for Nestle Waters, North America.  This entity is the number one bottled drinking water corporation in the U.S. with over 7,500 employees, 29 bottled water facilities across the U.S. and Canada and annual revenues of over $4.0 billion. During this period, Mr. Fiordelisi halted the sales decline of Perrier and increased the brand’s overall shipments by 5%.  He also integrated the sales forces of Poland and the Great Bear sales teams, which increased sales by 6% and profits by 11%.

Mr. Fiordelisi began his career in 1988 as a Sales Representative in the New York Metro Food & Beverage Division for Procter & Gamble, whose brands and products serve more than 5 billion of the 7 billion people who live in the world today.

Mr. Fiordelisi holds an MBA Degree from the Stern School of Business of New York University and an undergraduate degree in Economics from Lafayette College located in Easton, Pennsylvania.

The responsibilities of Mr. Fiordelisi will be the implementation of the Company’s strategic sales and marketing plan and coordination of activities in support of the Company’s sales, distribution and marketing strategies. Mr. Fiordelisi will also be accountable for all sales and marketing personnel. Additional responsibilities will include all direct branding and positioning efforts for the Company’s product lines as well as all marketing, advertising, promotion and public relations activities.

Mr. Fiordelisi will report directly to Bryan Crittenden, the Chief Executive Officer of the Company.