Cheryl Reyes

Vice President & Chief Customer Officer

Professional Overview

Cheryl Reyes is an accomplished consumer packaged goods (CPG) executive with over 15 years of experience driving sales, marketing, and customer success strategies for leading brands. As the Vice President & Chief Customer Officer at Once Upon a Farm, she is responsible for overseeing the company's customer-centric initiatives, ensuring exceptional brand experiences, and spearheading growth across key retail and e-commerce channels.

Experience Summary

Current Role

In her current role at Once Upon a Farm, Cheryl is responsible for developing and implementing the company's customer experience strategy. She leads a team of customer success professionals and collaborates cross-functionally to optimize customer journeys, drive loyalty, and increase sales. Under her leadership, Once Upon a Farm has expanded its retail footprint and experienced significant growth in online sales, solidifying the brand's position as a trusted partner for health-conscious families.

Career Progression

Prior to joining Once Upon a Farm, Cheryl held several senior sales and customer-focused roles with reputable CPG companies. As the Vice President of Sales at Yasso, Inc., she was instrumental in driving the brand's expansion into new channels and increasing overall market share. At Angie's BOOMCHICKAPOP, Cheryl served as the Director of Sales for Grocery and E-Commerce, where she spearheaded innovative digital marketing strategies and strengthened the company's presence in key retail accounts. Earlier in her career, Cheryl held roles with increasing responsibility at HJ Heinz and RB, developing a deep understanding of the CPG industry and honing her skills in sales, account management, and customer relationship building.

Academic Background

Cheryl holds a Bachelor of Science degree in Marketing from the University of California, Los Angeles (UCLA).

Areas of Expertise

• Customer experience strategy and implementation

• Omnichannel sales and distribution

• Brand growth and market expansion

• Retail partnership management

• Digital marketing and e-commerce optimization

• Cross-functional collaboration and leadership

Professional Impact

Throughout her career, Cheryl has consistently demonstrated the ability to drive sustainable growth and improve customer satisfaction for the brands she has represented. At Once Upon a Farm, she has led initiatives that have resulted in significant increases in retail store count and online sales, solidifying the company's position as a leading provider of organic, plant-based foods for families. Cheryl's strategic vision, customer-centric approach, and ability to build strong collaborative relationships have been instrumental in her success.

Conclusion

Cheryl Reyes is a proven leader in the CPG industry, with a track record of driving transformational change and delivering exceptional customer experiences. Her deep understanding of the market, coupled with her strong leadership skills and strategic mindset, make her a valuable asset to the Once Upon a Farm team. Cheryl is committed to continuing her professional growth and making a lasting impact on the brands and customers she serves.