The US veteran-owned coffee chain has tasked the former Mars executive with executing a marketing strategy to drive growth across retail, direct-to-consumer and wholesale channels
A Black Rifle Coffee Company outlet in Clarksville, Tennessee | Photo credit: Black Rifle Coffee Company
Black Rifle Coffee Company (BRCC) has appointed Chris Mondzelewski as Chief Marketing Officer, effective 1 May 2023.
In the newly created position, Mondzelewski will develop and lead BRCC’s marketing strategy to drive growth across retail, direct-to-consumer and wholesale channels.
Mondzelewski has two decades of consumer marketing experience, most notably as Chief Growth Officer of Mars’ global petcare business and Marketing Director of Kraft Foods’ operations in China. He served in the United States Marine Corps between 1995 and 2000.
“I am excited to have Chris join our team. He brings great value to the company as a marketing leader with a demonstrated track record and a strong personal connection to the military and first-responder community. Following our successful entrance into the FDM (Food, Drug and Mass) market, the unmatched growth of our ready-to-drink coffee and the evolution of our outposts, there’s great opportunity for Chris to leverage his expertise to capitalise on our strong brand momentum,” said Evan Hafer, CEO, BRCC.
BRCC has also announced that co-CEO Tom Davin will assume leadership of the coffee chain’s retail division, after Chief Retail Officer Heath Nielsen left the company after a year in the role.
In March 2023, BRCC said it had successfully transitioned from a small direct-to-consumer brand to a mainstream consumer packaged goods (CPG) business following 29% revenue growth in the 12 months ended 31 December 2022 to reach $301.3m.
The coffee chain’s wholesale channel increased 114% to $119m while sales from its 26 outlets grew 90% to $23m. BRCC’s direct-to-consumer sales fell 4% to $159m during the period.