LifeStraw expanded its leadership team naming Kelly Neel head of global sales for the outdoor channel and Shannon Randlett head of mass retail.

Neel will lead sales growth and product strategy, while Randlett will be responsible for LifeStraw’s mass retail operations. Together, they have over 25 years of experience and will play a critical role in driving global growth. In addition, Tara Lundy, who has been with LifeStraw and its parent company, Vestergaard Frandsen, for over nine years was promoted to chief brand officer.

Before LifeStraw, Neel worked at REI in buyer and merchandising roles. In her new position, Neel will lead the sales team, be responsible for building sales and new customer acquisition, determine product segmentation strategy, and manage field marketing executions.

Randlett brings 14 years of expertise in go-to-market execution and channel sales strategy. Previously, she led marketing at iRobot and SharkNinja. Randlett will lead all mass retail operations for online and in-store channels working with the marketing team to increase market share.

Lundy, who was instrumental in helping the brand earn its B Corp status, will continue to lead marketing, social impact and sustainability programs. She will steer strategic communications while communicating the brand’s ongoing humanitarian and sustainability efforts and direct retail and sales strategies within 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 Alison Hill, CEO. “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 enhances our retail channel initiatives.”

Photo courtesy Life Straw