Johnny Heiselberg

Chief Executive Officer

Professional Overview

Johnny Heiselberg is an accomplished business leader with extensive experience in the consumer goods and food and beverage industries. As the Chief Executive Officer of Base Culture and a Strategic Advisor at Westlake Securities, he leverages his expertise in strategic planning, operational excellence, and brand development to drive growth and success for his clients and portfolio companies.

Experience Summary

Current Role

Chief Executive Officer, Base Culture (2023-04-01 to Present)

• Provide strategic direction and oversee all aspects of operations for this fast-growing natural foods brand

• Spearhead the development and execution of the company's growth strategy, including new product launches, market expansion, and strategic partnerships

• Foster a culture of innovation and continuous improvement to maintain the company's competitive edge

Strategic Advisor, Westlake Securities (2023-01-01 to Present)

• Offer high-level strategic guidance and industry expertise to the firm's investment banking and advisory teams

• Assist in the evaluation and due diligence of potential investment opportunities

• Leverage industry connections and market insights to identify and pursue strategic growth initiatives

Mentor and Advisor, SKU (2019-01-01 to Present)

• Provide mentorship and strategic advice to early-stage food and beverage companies participating in the SKU accelerator program

• Share expertise in areas such as brand positioning, go-to-market strategies, and scaling operations

Founder, Heiselberg Partners (2018-07-01 to Present)

• Launched a boutique advisory firm focused on helping consumer brands and food & beverage companies navigate growth and transformation

• Provide strategic guidance, operational support, and access to a network of industry experts and investors

Career Progression

Prior to his current roles, Johnny held several leadership positions in the consumer goods and food and beverage industries, including:

• Strategic Advisor to the Board, FitJoy (2022-04-01 to 2022-12-01)

• Chief Executive Officer, FitJoy (2019-11-01 to 2022-04-01)

• Chief Executive Officer and Board Member, Austin Eastciders (2016-01-01 to 2018-01-01)

• Chief Operating Officer, Austin Eastciders (2015-01-01 to 2016-01-01)

• Various leadership roles at Wrigley, including Director of Global Emerging Markets Growth Centre and Head of Confections Business Unit - Russia (2007-01-01 to 2014-01-01)

• Brand Manager at Dunkin Brands (Allied Domecq) (1996-01-01 to 2005-01-01)

Throughout his career, Johnny has demonstrated a track record of driving growth, improving operational efficiency, and building successful brands.

Academic Background

Johnny holds a Bachelor of Science in Business Administration from the University of Texas at Austin.

Areas of Expertise

• Strategic planning and execution

• Brand strategy and marketing

• Operational optimization and scaling

• Mergers, acquisitions, and integration

• Venture capital and private equity

• Mentorship and advisory services

Professional Impact

• Grew FitJoy's revenue by 45% and expanded the company's distribution network during his tenure as CEO

• Oversaw the successful acquisition and integration of Austin Eastciders by a larger beverage conglomerate

• Actively mentors and advises early-stage food and beverage companies, helping them navigate growth challenges and capitalize on market opportunities

Conclusion

With his extensive experience, strategic leadership, and industry expertise, Johnny Heiselberg is a valuable asset to the companies and organizations he serves. As he continues to guide Base Culture and provide strategic advisory services, he remains committed to driving innovation, fostering growth, and creating lasting impact within the consumer goods and food and beverage industries.