Justin Lagosh

Founder & CEO at Dx3 Consulting

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Justin Lagosh's Summary

Current: Small business owner providing premium consulting services to the CPG industry. 2008 - Feb 2023 In a career of nearly 15 years at a leading CPG brand (SunButter), I have acquired extensive experience in driving vision, strategy, and execution for transformational business development, product innovation, and brand positioning initiatives that scaled the brand to national recognition and delivered 20x revenue growth over 14 years. Key Achievements: ★ Grew gross revenue by ~$43M during tenure at SunButter by developing customer-centric sales and go-to-market strategies, driving brand repositioning initiatives, crafting comprehensive CPG marketing strategies, and launching new products. ★ Realized a ~$15M increase in revenue and ~$3M growth in EBIT since 2018 at SunButter by developing and executing robust cost reduction strategies, optimizing sales processes, and defining high-impact pricing and commercialization strategies. ★ Exceeded revenue targets by 24% in 2017 at SunButter by implementing targeted growth initiatives, including securing a distribution/sales partnership with Costco and driving brand awareness through paid media campaigns. ★ Led rebranding and repositioning efforts to transform SunButter from a preferred option in one consumer segment to a suitable option for multiple consumer segments, enabling the brand to enter new markets. ★ Scaled retail distribution from 1K points to 25K points at SunButter via SKU rationalization, niche marketing strategies, and strong distributor partnerships with industry leaders such as Walmart, Kroger, Target, and Amazon. ★ Spearheaded product innovation to identify new opportunities and launch 9 new SunButter products, including a no-sugar added product that grew into the #2 SKU across the country. ★ Analyzed and leveraged consumer/market data (Nielsen, IRI, SPINS) to lead product innovation/management, including the creation of new products and termination of underperforming products, and to define marketing, brand, and retail strategies. ★ Oversee a consumer marketing budget of up to $4M to drive brand equity growth, engaged cross-functionally to integrate brand best practices, and collaborated with senior executives to ensure top-down alignment in brand strategy and business objectives. ★ Fostered collaborative relationships with cross-functional teams, including finance, sales operations, and supply chain, to facilitate strategic plans and built close trust-based client relationships to identify opportunities, negotiate contracts, and win new business