Charlotte, NC—Mathis Martines, a CPG industry leader who led the growth of innovative and healthy products at Kroger, the nation’s largest grocer, has joined brand development firm Concentric as VP of Brand and Strategy. Martines joined Concentric after leaving Kroger, where he had worked since March 2013. Prior to that, he worked in various leadership and innovation roles in category management and merchandising for Best-In-Class retailers Whole Foods and The Fresh Market. Martines will report directly to President and founder, Bob Shaw.
“Mathis’s experience and retail perspective align perfectly with our core services. His work in brand innovation, especially in the area of better-for-you and natural products, will continue to build Concentric’s strength and will have immediate value to our clients. His deep experience in data insights as well as his perspective from working with several of the leading natural products retailers will help lead our clients down paths of accelerated brand growth.” — Bob Shaw, President, Concentric
Regarding the move Martines stated, “Concentric’s intentional focus on driving growth for CPG challenger brands really spoke to me in terms of marketplace need. There are so many new brands entering the market today with unique products, retail opportunities and consumer receptivity. But, these same brands are lacking in experience in how to bring all the pieces together in a way that supports real and sustainable growth well past launch. Concentric has assembled a team of experts that can help these brands navigate the complexities of CPG growth. I’m excited to be a part of this.”
Concentric is a specialized brand development firm dedicated to helping mid-market CPG brands achieve meaningful growth. With over 18 years of focused experience serving over 300 brands, the firm employs specialists in a range of disciplines from business planning and trade strategy to market insights and innovation. The model is built to serve the specific needs of today’s emerging CPG brands. For more information, please visit www.getconcentric.com or call Kelli Masilun at 704-451-2781.