Special Sauce Branding

We help companies launch, rebrand, and grow.

I've launched and rebranded more than 100 brands in my career. My experience stretches from huge Fortune 500 companies to startups. 

Our sweet spot at Special Sauce is helping new, rebranding, and growing companies optimize their product, brand, website, and marketing for growth. We plug into your company as part of your team. You get our crew of expert strategists, designers, developers, and performance marketers who will take care of your positioning strategy, messaging, visual identity, website, and marketing. 

If you're looking for a partner who can grow your brand and run your marketing so you can focus on delivering a killer product, let's chat: 

andrew@specialsaucebranding.com 
http://specialsaucebranding.com/

Founder

CPG MBA

There's no school for CPG, but now there is a weekly email sharing tips, interviews, and resources from veteran CPG entrepreneurs and professionals. Join our email list for access to our upcoming panel discussions, workshops, and community.

https://cpgmba.com/

Co-Founder

Harvest

I sold Harvest to my business partner in 2018 in a very amicable split. 

Harvest Creative is a branding firm that excels in research, strategy and creative execution.

At Harvest, I managed all internal and external creative, strategy, programming, PR, photography, project management, and administrative teams to ensure timely delivery of all client projects. I also set P&L goals and company budget plans. 

Our project successes included a mix of marketing and branding/rebranding initiatives, digital work, and environmental design for clients in a range of industries. Some highlights include leading the rebranding of the Wendy’s Kids’ Meal program that is now in every Wendy’s in the US, development of Tractor Supply’s Neighbor’s Club loyalty program, developing branding and positioning for True Temper Golf to protect their position as the #1 shaft in the world, and design of eight Whole Foods stores.

Owner

Sotox Sports Management

Managed top North American professional cyclists and triathletes. Negotiated primary rider contracts and sponsorship agreements.

Vice President

I help companies like yours grow. 

I've done cool things with companies like Wendy's, Walmart, ButcherBox, True Temper, Whole Foods, Tractor Supply, Smith & Nephew, Mimeo, Kayem Foods, and a bunch of other fantastic companies across the country. 

Now, I help companies launch, rebrand, and grow. 

If you've got a proven product, we'd love to help make it a raging hit. 

www.SpecialSauceBranding.com

I'm proud of Special Sauce, but it's my other 5 kids I'm most proud to have fathered. They're always going to like me no matter what you think. Hope you have someone in your life like that as well. 

Lover of riding bikes up mountains and skiing down them.

Andrew Holliday

The Tagus Group LLC

Responsible for overseeing and managing marketing and business growth strategy for a family-owned media business specializing in advertising, publishing, and digital transformation strategies serving 350,000 Portuguese and Luso-American community members in California.

• Strategic Portfolio Diversification: Orchestrated the expansion of the advertising and consulting service portfolio to address the new market dynamics brought by the 2020 pandemic, offering B2B consulting to traditional businesses on adopting online platforms and building online communities. 

• Online Subscription Implementation: Launched an online subscription model for "The Portuguese Tribune" in 2020, leveraging data-driven insights to promote and grow digital memberships.

• Revenue Growth through Online Advertising: Successfully attracted businesses to advertise online, tapping into new advertising opportunities through the digital edition of "The Portuguese Tribune."

VP of MARKETING 

Mariani Packing Co., Inc.

World’s largest independently and family-owned producer of dried fruits, present in 65+ countries. Recruited to establish an innovation mindset and introduce a pipeline of innovative new products for the next generation of this 3rd-gen family-owned CPG business. www.mariani.com

• Innovation Strategy: Developed a multi-year strategic innovation plan based on a robust pipeline of new
Mariani branded items while leading 6 functional teams and 75+ team members, including R&D, QA,
Procurement, Ops, Sales, and Marketing.

• Nationwide Distribution: Penetrated 10,000 US retail accounts in the first year of launching a highly
successful new line of Salad Toppers that featured unique dried fruit recipes.

• eCommerce B2C Expertise: Spearheaded eCommerce website migration to Shopify internally
across departments, coordinating 3rd-party agencies for website development, fulfillment, and
distribution.

SENIOR INNOVATION & BRAND MANAGER

RDT Marketing, Brand & Design Consulting

Founded RDT to provide marketing, innovation, branding, and design consultancy services to SMBs in the US and Europe.

• Brand Growth Expertise: Acted as a brand steward, providing coaching, mentoring, and strategic direction throughout the development and execution of go-to-market strategies and evergreen marketing campaigns for various national and international brands.

• Performance Marketing: Managed performance and optimization for Shopify and Woocommerce online stores for CPG brands and across third-party eCommerce marketplaces, including Amazon and other DTC channels.

• Digital Strategies Consultancy: Designed digital strategies and directed agencies and teams in the execution of SEO strategies, paid ad campaigns, influencer campaigns, web and social media content management, email marketing, and new website development.

FOUNDER & CHIEF MARKETING CONSULTANT

Mann's Fresh Vegetables (Mann Packing Co., Inc.)

First-ever Director of Innovation in the family brand’s 75-year history, hired to implement a culture of innovation across the whole 600-member organization and leading the produce industry. Acquired by Del Monte Fresh in 2018. www.veggiesmadeeasy.com

• Market-Defining Product Launch: Pioneered a new $25M/year veggie bowl segment, propelling substantial revenue growth through the successful development and launch of the award-winning Nourish Bowls™.

• Efficient Innovation Process: Optimized the Stage-Gate product innovation development process, streamlining operations across 10 in-house departments and impacting 600 team members.

• Consumer-Centric Insights: Initiated comprehensive quantitative and qualitative consumer research initiatives, identifying and testing novel product innovation concepts rooted in consumer preferences.

• Strategic Sales and Marketing Support: Crafted persuasive sales and marketing presentations for B2B clients and B2C consumers, enhancing engagement and driving successful product launches.

DIRECTOR OF INNOVATION 

Borges USA- STAR Fine Foods

U.S.’s #1 selling brand of Mediterranean products. Recruited by the CEO to lead their US in-house marketing department, by developing strategic marketing campaigns and launching new Mediterranean food products in the North American market. Liaison to Global Marketing HQ in Barcelona, Spain. Part of Borges’ $1B+ global family house of brands. 

• Strategic Budget Planning: Managed a $3M/year budget for consumer and trade advertising, orchestrating a wide range of strategic campaigns, partnerships, and activities to enhance brand visibility, including print and online campaigns, brand ambassador campaigns, in-store activities, PR, media relations, trade shows, cross-marketing partnerships, and social media.

• Product Launch Expertise: Executed 45+ product launches from ideation to market, overseeing comprehensive product development lifecycles across multiple brands and retail channels, including ideation, market research, focus groups, and packaging design.

• National Retail Expansion: Spearheaded the company's first national distribution at Walmart's 3100+ stores and Kroger's 2400+ stores, introducing innovative Mediterranean consumer products to new markets.

• Effective Agency Leadership: Provided strategic direction to 30 agencies annually, spanning various marketing functions, including advertising, account-specific, packaging design, procurement, promotional, Nielsen, IRI data, retailer marketing specific, trade shows, e-commerce, and PR.

DIRECTOR OF MARKETING 

Tetley

Good Earth Teas is one of the first American herbal tea companies, born in California. Recruited by company founders to establish a formal in-house marketing department, orchestrating global marketing strategies and launching innovative new specialty tea products. Acquired by Tetley in 2009. www.goodearth.com

• Established an in-house marketing department, oversaw comprehensive marketing campaigns, contributed to consistent revenue growth, led brand evolution, and directed global marketing endeavors across international markets.

• Tactical Budget Oversight: Implemented a $1M annual marketing budget for comprehensive 360 campaigns, including print and radio ads, trade shows, community demo events, online retail, inserts, catalogs, website, and trade publications.

• Revenue-Boosting Marketing: Played a pivotal role in driving consistent annual revenue growth year after year, focusing on effective marketing strategies, especially for new product launches.

• Brand Evolution Leadership: Directed the transformation of brand identities and packaging designs across diverse media platforms for a 150+ product portfolio across four CPG brands.

• Global Marketing Expertise: Led marketing and advertising endeavors for both B2B and B2C clients across international markets, including the United States, China, Japan, Germany, England, Canada, and Mexico.

CREATIVE DIRECTOR / SENIOR BRAND MANAGER

Purpose-Driven Marketing Leader Serving Brands & Communities | Top 100 AI Creators & Innovators on LinkedIn

𝐓𝐫𝐚𝐧𝐬𝐟𝐨𝐫𝐦𝐚𝐭𝐢𝐨𝐧𝐚𝐥 𝐋𝐞𝐚𝐝𝐞𝐫 𝐟𝐨𝐜𝐮𝐬𝐞𝐝 𝐨𝐧 𝐢𝐦𝐩𝐚𝐜𝐭𝐟𝐮𝐥 𝐠𝐫𝐨𝐰𝐭𝐡 𝐭𝐡𝐫𝐨𝐮𝐠𝐡 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠, 𝐈𝐧𝐧𝐨𝐯𝐚𝐭𝐢𝐨𝐧, 𝐚𝐧𝐝 𝐏𝐮𝐫𝐩𝐨𝐬𝐞.

Excels in building and nurturing brands and communities. Brings together a distinctive fusion of visionary creativity, analytical acumen, and strategic thinking, to craft differentiating marketing strategies. 

Recognized for fostering inclusive work environments and empowering teams to challenge conventions in order to achieve brand success and meaningful change.

• 𝐒𝐭𝐫𝐚𝐭𝐞𝐠𝐢𝐜 𝐃𝐞𝐬𝐢𝐠𝐧𝐞𝐫 𝐨𝐟 𝐈𝐦𝐩𝐚𝐜𝐭𝐟𝐮𝐥 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠: Blending the creativity and precision of a product and industrial design background with a proven track record of building and executing effective marketing strategies. Experience spans Media & Advertising, CPG, e-Commerce, and Non-Profits.

• 𝐂𝐫𝐨𝐬𝐬-𝐂𝐮𝐥𝐭𝐮𝐫𝐚𝐥 𝐂𝐨𝐧𝐧𝐞𝐜𝐭𝐨𝐫 𝐚𝐧𝐝 𝐆𝐥𝐨𝐛𝐚𝐥 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐭𝐲 𝐁𝐮𝐢𝐥𝐝𝐞𝐫: Rooted in the Portuguese community and dedicated to supporting its growth. Proficient in forging global connections and bringing the community and brands together through events, digital platforms, and media strategies.

• 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧 𝐚𝐧𝐝 𝐂𝐨𝐥𝐥𝐚𝐛𝐨𝐫𝐚𝐭𝐢𝐨𝐧 𝐂𝐚𝐭𝐚𝐥𝐲𝐬𝐭: Exceptional communicator and presenter, merging strategic leadership experience cultivated in director and VP roles with hands-on agency expertise. Celebrated for cultivating strategic partnerships, skillfully mentoring and leading complex teams, and managing external vendors.

• 𝐏𝐫𝐨𝐝𝐮𝐜𝐭 𝐋𝐚𝐮𝐧𝐜𝐡 𝐄𝐱𝐩𝐞𝐫𝐭: Launched over 500 new products in North America and abroad. Played a pivotal role in enhancing new product development processes and in shaping impactful marketing strategies for new and heritage brands.

• 𝐁𝐮𝐝𝐠𝐞𝐭 𝐌𝐚𝐧𝐚𝐠𝐞𝐦𝐞𝐧𝐭 𝐏𝐫𝐨: Demonstrated proficiency in directing multi-million-dollar marketing budgets and utilizing data-driven analysis to optimize ROI, shape future budget strategies, and ensure KPI alignment.

• 𝐓𝐡𝐨𝐮𝐠𝐡𝐭 𝐋𝐞𝐚𝐝𝐞𝐫 𝐢𝐧 𝐅𝐨𝐫𝐰𝐚𝐫𝐝-𝐓𝐡𝐢𝐧𝐤𝐢𝐧𝐠 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠: Recognized thought leader adopting AI tools to optimize marketing processes, sharing insights with an expanding community, and participating in innovative digital projects.

taplio

The Battle

Andrew Holliday

Roberto Avila

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