NutraWomen Wednesday: Alex Galindez, CEO of ROAR Organics

By Danielle Masterson

- Last updated on GMT

Related tags nutrawomen wednesday

After spending decades leading the likes of Vitaminwater, SmartWater, and Red Bull, ROAR Organics tapped Alexandra Galindez as their CEO. But the CPG executive didn’t just bring her experience with her, she also brought on several women to fill other key roles.

"The first thing I did was put our ear to the ground to really kind of hear from women regarding what they're looking for in the category. So, obviously beverage is a really competitive space and shoppers are finicky and they've got preferences in terms of what they want to see in a bottle and those preferences are all very different. But what we initially did was just do a ton of research,"​ explained Galindez, who added that after speaking with consumers, they decided to reformulate.

Galindez also decided the previous messaging didn’t resonate with women, so ROAR is now focused on "complete hydration." 

The CEO has undoubtedly had her hands full reformulating, rebranding, changing retail distribution channels and reworking how to engage with female consumers. Galindez says she proud of the work she's done, which she credits to her passion for data, openness to constructive criticism and knowing that women work better together. Indeed, research suggests that women in particular benefit from collaboration over competition.  

"What stands out to me is that I somehow chose an industry that is so male dominant and it really is almost at every level," ​said Galindez. "Very early on I really had to earn my way to get a seat at the table. And that seat at the table was carved for me or I carved it for myself by really great use of data and human insight. So I think my love of data as well as my love of  human feedback has helped me in an industry that would otherwise probably not be open to me." 

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