NEW YORK (September 21, 2022) – Acertitude, the executive search firm unleashing human potential, has recruited Alexandra Galindez as the chief executive officer of Confidence Products, a revolutionary new beverage company and brainchild of gen-Z entrepreneurs Brandon Oberfeld and Charles Gores.

Galindez is a veteran beverage executive with more than two decades of brand-building experience, having taken part in the U.S. launches of Red Bull, VitaminWater, SmartWater, and functional beverage startup ROAR.

As CEO, she will work with the founders to set the strategy, build a world class team, and activate the brand commercially and operationally on a national scale. Confidence is a zero calorie, zero sugar, natural, non-carbonated enhanced water engineered with six functional ingredients that help people feel happy, calm, and focused.

Early success of the drink launch was predominantly garnered through millions of impressions and views on Instagram and TikTok. As Confidence continues to grow, the focus will be on e-commerce, but also supermarket chains.

The CEO search was successfully completed by Acertitude’s Consumer team, co-led by Kevin O’Neill, co-founder and managing partner, and Max Stubenvoll, principal.

“Alexandra is an ideal fit for Confidence as a serial CEO with an impressive combination of executive leadership experience, industry expertise, and entrepreneurial savvy,” said O’Neill. “We look forward to seeing her join forces with Brandon and Charles and scale up Confidence into a recognized brand in North America that continues to help people feel good and live well.”

Galindez recently served as CEO of ROAR Beverages, where she successfully repositioned and scaled the brand from a sports drink to a functional beverage solution and drove a turnaround strategy. During her time with ROAR, she also relaunched the brand in retail and ecommerce and built a high-performing, cross-functional team.

She was previously the CEO of RUNA, where she similarly took the reins from the co-founder. Before that, she held the general manager role of organic cold-pressed juice brand BluePrint and spearheaded a brand revamp and foray into new beverage segments, including energy drinks, kombucha, and drinking vinegars.

Earlier in her career she spent time at Facebook, Univision, Burger King, glaceau, and Red Bull.

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