Product Innovation Development

NIARI Z. KEVERIAN, MBA

508-***-**** *********@*****.*** www.linkedin.com/in/niarikeverian/

Dynamic CPG brand innovator, builder and leader who delivers growth targets quickly, profitably, and consistently. An entrepreneurial influence, adept at leveraging resources and quickly pivoting to capture evolving consumer tastes and trends. Market proven, having incubated multiple new brands, and commercialized innovative products in highly competitive segments. Skilled in developing business cases, product concepts, and strategies for scaling brands to market prominence. Blends drive, passion, focus, and discipline with creativity, collaboration, and energy to deliver in key performance areas.

o Product Innovation – Led teams to develop four-plus brands across five-plus categories focused on consumer problem/ solution. Led brand sprint around white space and built brand to disrupt beauty category. Developed Dabbly; a line of dietary supplements, for Ocean Spray. Identified opportunity in premium SSJ category and developed ideal consumer desired bundle. o Strategic Vision – At Ocean Spray, developed best-in-class portfolio strategy with premium positioned brand around consumer unmet need. Future proofed cooperative by leveraging core competency and driving incrementality. For Ninja Thirsti, developed new global brands product roadmap across three-plus years and localized to five-plus countries. o Go-to-Market Execution – Identified unmet consumer need and business opportunity in crowded iced iea beverage market, determined brand positioning and developed and executed commercialization strategy, entering market with 200 doors across major retail chains for own startup.

o Operational Excellence – Led team through converting pilot plant to FDA compliant sellable dietary supplement facility. Attracted thousands of consumers with zero budget marketing plans, selling through first production run in three months for own startup. Led team through design to value approach reducing case cost from $150/case to $45-49/case for Ocean Spray. o Speed to Market – Launched ZOOS Greek Iced Teas from concept to shelf, and Ninja Thirsti’s flavor pods with four product lines and 20+ flavor SKUs, both in six months. Launched Dabbly from brand sprint to launch in five short months. Pivoted entire launch plan for Dabbly in response to Pandemic to online, while maintaining timelines. o Cross Functional Leadership – Guided small and large teams across all business functions. At Ocean Spray, coached cross functional team on model for innovation and product launch success. At SharkNinja, guided cross functional team on building beverage brand, a completely new category for the company. Competencies for Elevating Products and Brands to New Levels o Brand Strategy

o Routes to Market

o Market Research

o Consumer Validation

o Data Analytics

o P&L

o Business Planning

o Go-to-Market Strategy

o Market Data

o Product Development

o Commercialization

o Project Management

o Merchandise Support

o Design-To-Value

A Career of Big Picture Thinking, Strategic Insight and Flawless Execution SHARKNINJA 2023 – 2024

Director, Product Management – Beverage Consumables Recruited for deep CPG and product innovation strategy, tasked to drive company’s first-ever entry into beverage segment and #1 LRP priority. With P&L oversight and multi-million-dollar budget manage full product development roadmap from concept to launch. Identify resource requirements, hire and lead cross functional team of CPG food SME’s including food science, quality, sensory, marketing, supply chain, commercialization, and consumer insights. Build flavor strategy around consumer/market insights and infrastructure to commercialize four-plus line / 20+ SKU portfolio in US and Canada. Introduced innovation tools adopted company-wide and coached leadership on best practices for managing CPG beverage business. Future Proofing Brand Value through Transformational Marketing Leadership NIARI Z. KEVERIAN, MBA PAGE 2

o Created flavor strategy and three-year roadmap for new global brand and product portfolio localized across five-plus countries and launched in six short months projected to generate $100M sales first 12 months. o Secured distribution in all target retail channels, projected to achieve 100K household penetration in first 12 months. o Launched development of 12 additional flavors from initial 20+ flavors. OCEAN SPRAY CRANBERRIES, INC 2018 – 2023

Entrepreneur in Residence/General Manager – Lighthouse Incubator (2019 – 2023) Promoted for brand management and entrepreneurial expertise as first member of company’s innovation incubator, tasked with creating, coaching, and leading team to future proof company by developing and commercializing high priority innovation startup brands. Managed one direct report and 11 cross functional team members through new brand/product development including P&L, consumer learning plans using both traditional research and agile sprint methodology. Served as spokesperson for Dabbly brand. Leveraged design to value model to manage cost. o Launched Dabbly, a dietary supplement brand with four SKUs over two forms, and Revl Fruits, and a premium natural juice with four SKUs over two sublines, projected to deliver >$200M in sales first three years. o Built company’s first-ever “good/better/best” platform strategy extending OS portfolio into natural channel. o Pivoted Dabbly launch strategy to crowdfunding in response to Pandemic emergency leading team to successfully commercializing product, all in five short months. o Reduced per-case cost from $150+ to under $49.

o Introduced company to innovation ecosystem, generating tens of thousands of impressions. Brand Management Innovation Consultant (2018 – 2019) Engaged as contractor to lead re-design and re-development of architecture of $1.2B shelf stable juice product portfolio. Gathered and analyzed consumer insights and Nielsen data to identify optimal product positioning, pricing strategy, and packaging solutions to drive cost effectiveness, innovation, relevance, and competitiveness. o Built business plan and cohesive brand architecture, enhancing consumer value propositions, sub-brand differentiation, and product positioning designed to lift sales 2%. MASSCHALLENGE, INC 2017 – 2018

Senior Director of Marketing

Hired by this startup accelerator during critical transition year, tasked to re-energize and lead marketing for portfolio of accelerators. Led direct team of five in professionalizing and operationalizing marketing function. Redefined and strengthened organization’s value proposition. Determined ROI on marketing and PR initiatives and set strategic direction for each. Identified and managed high value partnerships and opportunities. Built promotional toolkits for targeting key audiences. Led content development and execution of targeted marketing campaigns. o Doubled the number of startup applicants, a key measure of organizational vitality. o Increased social presence 20%.

o Generated 3x ticket sales and attracted 1K attendees, a record (2x vs prior year), for annual awards ceremony. o Built relationships with 120+ community partners. o Saved at risk sponsorship relationships.

KEVERIAN AND COMPANY, INC. 2015 – 2016

Founder and Managing Director

Launched and ran this marketing and PR consultancy providing go-to-market strategy and execution for B2C clients including Rail Trail Flatbread, New City Microcreamery, Esmeralda Jewelry and ZOOS Greek Iced Teas. Created full press kits and crafted pitch stories for regional/national media outlets for print, radio, blogs and TV. o Secured placements in the Boston Globe, Improper Bostonian, Boston Magazine and other media. NIARI Z. KEVERIAN, MBA PAGE 3

ZOOS Greek Iced Teas 2013 – 2015

Co-Founder and CEO

Launched and ran this startup CPG beverage brand to capture unmet market need in ready-to-drink iced tea segment. Operationalized, positioned and brought to market three flavors. Conceived, wrote, and implemented business plan within six months. With full P&L ownership, recruited and managed team of five direct reports. Built board of directors. Negotiated contracts with distributors, buyers, manufacturers, R&D consultants. Developed and oversaw go-to-market strategies. o Reached > 60,000 consumers and generated $100K in revenue. o Gained distribution with 1000+ doors including Wegmans, Roche Bros, Stop & Shop and more. o Secured coverage in Boston Globe, Forbes, BostInno, NECN nightly news and other key media. o Secured $1M+ in funding for expansion.

WELCH’S 2012 – 2013

Assistant Brand Manager – Refrigerated, Frozen, Sparkling Recruited to leverage MBA in applying data analytics, competitive analysis, and consumer insights for creating and executing of brand plans. Led cross-functional teams from development through launch of new product brands/extensions and promotions. Managed and executed $3.5M consumer promotion budget. COLLECTIVE BRANDS INC. PLG 2011 – 2012

Strategy and Finance MBA Intern

Collaborated with brand presidents (Sperry Top-Sider, Keds, Saucony, Stride Rite) in developing and executing four-year profitability strategy to support all retail locations. STAPLES INC. 2005 – 2010

Senior Labor Analyst (2008 – 2010)

Managed and implemented labor budget for 1550+ stores, company’s most controllable expense. Prepared forecasts to support field and corporate finance. Created and implemented labor strategies in collaboration with senior leadership. New Stores Analyst (2006 – 2008)

BPM Capital Contractor Analyst Intern (2005)

HONORS/AWARDS

Inducted into Babson College’s Alumni Entrepreneur Hall of Fame as “Rising Star” 2015. Won MassChallenge for ZOOS Greek Iced Teas, selected as one of 26 out of 1000 contestants 2014. Selected as “Rising Star” in Staples succession planning program 2010. EDUCATION

BABSON COLLEGE, F.W. OLIN GRADUATE SCHOOL OF BUSINESS, Wellesley, MA Master of Business Administration, May 2012, 2010 – 2012 UNIVERSITY OF NEW HAMPSHIRE, Durham, NH

B.S. Business Administration, Whittemore School of Business and Economics, Marketing Concentration, 2002 – 2006 BOARD, INDUSTRY AND COMMUNITY LEADERSHIP

Board of Advisors, BOSTON PUBLIC MARKET, Boston, MA, 2023 – Present Mentor, CULTIVATE SMALL BUSINESS, Commonwealth Kitchen, Dorchester, MA, 2018 – Present Mentor, BABSON WIN LAB, Wellesley, MA, 2017 – Present SAYAT NOVA DANCE COMPANY, Watertown, MA, 1999 – Present Director of Marketing and Public Relations, Executive Committee (2006 – Present)

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