Led by CEO Alison Hill, water filtration brand LifeStraw further expanded its female leadership cred by hiring two women and promoting another to key executive roles.
The company on Thursday announced that it has appointed Kelly Neel as head of global sales for the outdoor channel and Shannon Randlett as head of mass retail. LifeStraw also promoted Tara Lundy, a nine-year veteran with the parent company, to chief brand officer.
Neel, who is charged with leading sales growth and product strategy, previously worked at REI Co-op in a variety of buying and merchandising roles. At LifeStraw, Neel’s duties include managing the sales team and overseeing new customer acquisition, product segmentation strategy, and field marketing executions.
Randlett, who will be responsible for LifeStraw’s mass retail operations, brings to the role 14 years of experience in go-to-market execution and channel sales strategy, including recent marketing stints at iRobot and SharkNinja. As part of her responsibilities at LifeStraw, Randlett is tasked with increasing market share for the brand.
Among Lundy’s accomplishments at LifeStraw, she helped lead the brand through the rigorous B Corporation certification process. In her new role, Lundy will continue to lead all marketing, social impact, and sustainability programs. She also will steer strategic communications, including LifeStraw’s ongoing humanitarian and sustainability efforts and the brand’s direct retail and sales strategies for the outdoor and home markets.
“Shannon and Kelly’s proven track record will be invaluable as we accelerate LifeStraw’s offerings in the home and outdoor markets,” said Hill. “Each brings amazing expertise that will drive recognition and market growth for the LifeStraw brand. Now, in partnership with Tara, an incredibly accomplished branding pro, we have a strong team that will not only develop sales strategies but also enhance our retail channel initiatives.”
LifeStraw, whose U.S. headquarters is in Baltimore, Md., is a subsidiary of Vestergaard, the Lausanne, Switzerland-based company that makes and sells a variety of health products for personal and community use.