WELLNESS CASE STUDY
ONNIT 2.0: REIMAGINING MARKETING POST-ACQUISITION TO SUPPORT THE NEXT AMBITIOUS GROWTH CYCLE
Onnit is an Austin, Texas-based health and wellness company focused on encouraging peak performance through a combination of unique products and actionable information. With strategy from leading professional athletes and medical practitioners, Onnit focuses on creating naturally derived nutritional supplements and functional foods based on the latest ingredient science and dietary research.
ONNIT’S NEXT CHAPTER HINGED ON STRATEGIC TALENT MANAGEMENT
Onnit, a leader in supplements and fitness, stood at a pivotal moment in its growth journey, grappling with a leadership transition. The visionary CEO who had transformed the company into a nine-figure industry powerhouse and skillfully steered its acquisition by Unilever had moved on, leaving a gap at the helm.
With the CEO position vacant, the dual CFO/COO faced a pressing challenge: enhancing Onnit’s sales and marketing leadership. The company needed an experienced business leader to drive marketing strategy and sales planning, and seamlessly integrate with Unilever’s shared sales resources. Initially, the search focused on finding a Chief Revenue Officer (CRO) with a background in supplements or personal care. However, as the vision for the redefined marketing function evolved, so did the scope of the search.
PART 1: THE EXECUTIVE SEARCH FOR A DYNAMIC CHIEF REVENUE OFFICER
Identifying and hiring a CRO presented Onnit with both a challenge and an opportunity. It required a fresh perspective on the marketing function and a structural shift to support future growth. Leveraging ForceBrands' expertise in executive search for consumer brands, their proven success in scaling teams for growth, and their expansive industry network, the team quickly mobilized to identify outstanding talent.
The approach combined:
A BIG PICTURE RECRUITMENT STRATEGY
Onnit partnered with ForceBrands to adopt a strategic talent management approach that went beyond the successful hiring of a CRO. The company had pinpointed marketing team gaps and prioritized key functions to align with growth goals and Unilever’s operational structure. It became apparent that additional mission-critical roles would need to be filled once the CRO was secured.
PRESENTATION OF 30 EXPERT CANDIDATES
ForceBrands identified 30 industry experts with a blend of retail and digital expertise—high-performing professionals with a proven track record of excelling in entrepreneurial roles within larger organizations.
SPEEDY & PRECISE EXECUTIVE SEARCH
The demand for senior and executive-level digital marketing professionals has never been greater. An inefficient candidate experience can leave companies at a significant disadvantage in the race to secure top talent. ForceBrands’ streamlined interview process, which enables prompt feedback, resulted in the swift identification and progression of two exceptionally qualified candidates.
PART 2:GROWTH-FOCUSED RESTRUCTURING BRINGS FOUR ADDITIONAL KEY NEW HIRES
With the appointment of a new CRO leader, the department underwent a strategic restructuring to align seamlessly with Onnit’s bold growth objectives. Four additional pivotal hires were identified: a Brand Manager, a Senior Director of Acquisition, a Director of Retention, and a Director of Amazon.
Next, the newly appointed CRO, impressed by her own experience with ForceBrands' recruitment process, entrusted us with building her team. Our recruiters responded with agility and precision, crafting a search strategy perfectly aligned with the brand’s vision. Leaning into the strong relationships we fostered with the hiring manager and leadership, we activated a seamless and effective targeted search, successfully filling four key roles under the CRO. Our approach ensured adaptability and personalized recommendations, delivering outstanding results in under 80 days.
STRATEGIC RECRUITMENT STRENGTHENS ONNIT'S COMPETITIVE POSITION
Onnit’s post-acquisition transformation shows the power of strategic talent management and an agile executive search in driving growth. Partnering with ForceBrands, Onnit filled a critical leadership role with a dynamic CRO and strengthened its marketing team with four strategic hires. This approach closed talent gaps and aligned operations with the company’s ambitious growth goals, solidifying its health and wellness industry leadership.
"Jen is a rockstar! She was so incredibly helpful and professional. She was also constructive and transparent throughout the search!"
- CHRISTINA CARTWRIGHT
Chief Revenue Officer