Title
Founder
Skills
Brand Development
Business Development
Customer Relation Management
Customer Success Management
Project Management
Email Marketing
Supply chain
Product Development
Developed the recipe, flavor profile, and brand identity from scratch.
Iterated packaging and messaging based on ambassador and customer feedback.
Launched seasonal SKUs and limited runs to test market response.
Sales & Distribution
Personally built partnerships with 350+ retailers, including grocers and boutique wellness shops.
Ran DTC Shopify store with high customer retention and satisfaction (92%).
Designed wholesale onboarding and fulfillment flows for retail accounts.
Marketing & Brand Strategy
Led grassroots campaigns, guerilla sampling, and ambassador marketing.
Created content across email, Instagram, and blog to deepen customer loyalty.
Selected as a top 5 finalist in the New Hope Network pitch competition.
Operations & Logistics
Managed 5-person fulfillment and customer service team.
Built and maintained supplier relationships, negotiated contracts, and scaled production runs.
Key Achievements
National brand recognition by the largest food network in the US.
Scaled to 350+ stores and thousands of loyal DTC customers
Balanced growth with lean operations and smart outsourcing
Tools & Tech
Shopify • HubSpot • Notion • Instagram • Klaviyo • QuickBooks • Zapier • Monday
Branding
Website
Social
History
September 2017
Read a profound and live-changing book, 'Why We Sleep' by Matthew Walker. This is when I realized my afternoon cup of coffee was compromising sleep quality.
October 2017
Creating my own blend of roasted fruits and roots to make a coffee alternative. Not satisfied by anything available in the market.
Continued to mix, match, and tweak ingredients with barista friends and coffee lovers until we came up with the closest thing to real coffee.
Offered Mellow Rooster's herbal coffee along with other complementary teas at my mobility and pain management clinic.
January 2018
Professional branding by graphic designer, Joshua Ariza.
March 2018
Came up with the name Mellow Rooster with good friend and award-winning copywriter, Adam Tetreault.
Registered Mellow Rooster as an LLC in the state of Colorado.
April 2018
Orders started rolling in.
May 2018
First coffee shop retail space: Thump Coffee in Denver, Colorado.
September 2018
Switched to eco-friendly packaging.
May 2019
First restaurant collaboration with the renowned, Just BE Kitchen of Denver, CO.
First local grocery store: Nooch
July 2019
Partnership with nationally recognized brand, Oatly.
August 2019
Announced by New Hope Network that Mellow Rooster was selected to be among the top 10 most emerging food brand in the country.
September 2019
Participated East Expo Pitch Slam, where I gave a talk about Mellow Rooster in front of a large audience.
June 2020
Mellow Rooster signs contract with co-packer.
Mellow Rooster signs contract with 3PL to outsource all fulfillment.
September 2021
Launched on Amazon.com
Recognition
