FORT LAUDERDALE, Fla. -- Purple Beverage Co. Inc. said that former New York Red Bulls managing director Marc de Grandpre has agreed to join the beverage company as vice president of marketing. The Fort Lauderdale, Fla.-based company has also recently announced several other appointments.
Prior to serving with the New York Red Bulls soccer team, de Grandpre directed East Coast marketing for the team's parent company, Red Bull North America Inc., where he was credited with implementing consumer marketing strategies that grew the company's consumer brand awareness from 13% to 91%, resulting [image-nocss] in an average yearly sales increase of 122% during his five years in that position.
During his tenure with Red Bull, de Grandpre developed and executed all marketing plans and strategies for its East business unit, elevating the unit from third to first place in sales volume for the company in just 18 months. He also established and upgraded the brand's consumer communication platforms, including sampling, collegiate marketing, event marketing, athlete sponsorship and media.
Prior to his career with Red Bull, de Grandpre served as global product manager for Nike Bauer Hockey.
Meanwhile, Purple Beverage recently hired Dan Morelli as vice president of East Coast sales and distribution. He joins the Purple team after nearly a decade of successfully guiding the sales force for Red Bull.
During his tenure with Red Bull, Morelli introduced the product to the East Coast, managing both on-premise outlets like restaurants and bars, as well as off-premise locales like retail stores and independent suppliers. As director of sales for the company's East business unit, he was responsible for transforming the company from an unknown brand in the United States to one that has solidified its name at the forefront of the beverage industry.
Prior to his employment with Red Bull, Morelli served as division manager of Diageo—with brands including Smirnoff, Johnnie Walker, Captain Morgan, Baileys, Tanqueray, Guinness and Sterling Vineyards—for five years.
The company also recently announced the hiring of Michael W. Wallace as CFO and executive vice president.
Prior to joining Purple Beverage, Wallace, a licensed certified public accountant, served as CFO and senior vice president of Radiology Corp. of America, where he managed all aspects of the company's finance, accounting, treasury and information technology functions. As assistant chief accountant for the Division of Enforcement of the U.S. Securities & Exchange Commission, Wallace conducted investigations into possible violations of federal securities laws and managed financial fraud cases that involved several Fortune 100 companies. Before that, he was CFO and senior vice president of Kellstrom Industries, a company operating in the aerospace services sector. Prior to that, he also served as a Manager at KPMG LLP in the firm's assurance practice.
Also, Keith Riley, former national director of on-premise for Red Bull North America, joined the company to launch Purple's on-premise marketing campaign in restaurants, bars, hotels, lounges and nightclubs nationwide.
Purple is a blend of seven antioxidant-rich juices, including açai berry, black cherry, pomegranate, black currant, purple plum, cranberry and blueberry. The health benefits of these juices are packed into an all-natural, no-sugar added beverage. It can be found in select GNC stores across the country, as well as in restaurants, bars, nightclubs, delis, drug stores, health food stores, supermarkets and convenience stores.
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