Personnel Moves

The Free Spirits Company Restructures Leadership Team

Liz Dominguez
Managing Editor
Liz Dominguez
The Free Spirits Company three products

To support continued growth in the non-alcoholic beverage industry — as exemplified by recent retail partnerships with Total Wine & More, HyVee, and Safeway — The Free Spirits Company is restructuring its core leadership team.

The company’s latest hiring moves occurred across the e-commerce, supply chain, product development, and sales departments — bringing in talent from major organizations like PepsiCo, Unilever, Molson Coors, and Colgate Palmolive.

[Related: Unilever Restructuring Into 5 Business Groups]

"The absolute most rewarding element of this experience is seeing the team of people who've agreed to join us grow,” said Milan Martin, founder and CEO of The Free Spirits Company. “The diversity of background, skill sets, and perspective feels like a competitive advantage and I couldn't be prouder to be a part of this team.” 

Jon Fox — Director of Digital & E-Commerce

Fox will lead the company's e-commerce business from creative to technology and the acquisition and retention of FS customers. Fox will also manage all digital brand marketing around new product launches. Fox is a digital, ecommerce and brand marketer, with experience in the pre-owned luxury sector with cult vintage brand What Goes Around Comes Around

Tim Anto — Head of Supply Chain

As head of supply chain, Anto will double down on Free Spirits' commitment “to a fair, sustainable, and quality supply chain.” He will lead sourcing strategy, manufacturing, and fulfillment. Anto is a former operations leader at PepsiCo and Unilever.

JD Dornell — Head of Innovation & Product Development 

Dornell will create the spirits and flavor profiles for the modern cocktail culture, leveraging the Free Spirits process of distillate reconstruction. Previously a research scientist and biochemist, Dornell worked in the product development industry, creating personalized products at companies like Colgate-Palmolive and Prellis Biologics. 

Dave McCarthy — Strategic Advisor

McCarthy will focus on the brand's operational execution and capital raising efforts to maximize value for consumers and our shareholders. McCarthy is the former chief commercial officer of Molson Coors.

"After decades in the beverage category, I've seen the teams, the liquid and the brands that work and don't work,” he said. “What Milan has assembled here is something special and I couldn't be more excited to play a part in guiding the company."

Annemarie Roberts — California Market Manager

Roberts will lead sales and develop business in the california market across both on- and off-premise accounts. Roberts was previously at Samson & Surrey where she was the brand ambassador for Philadelphia Distilling, FEW Spirits, Widow Jane, Brenne French Single Malt, and Mezcal Vago in NorCal.

Since its launch in November 2020, California-based The Free Spirits Company has committed to several retail and distribution partnerships, continuing to expand its presence across North America. 

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