Canopy Growth-backed BioSteel has a new president

The beverage company continues to expand and brings in a heavy-hitter to lead the way

When faced with a process of organizational change or attitude reconversion, the role of the president must be to lead the change itself, becoming a visionary, a strategist, and an excellent communicator and inspirer of all those aspects that involve the organization and guide it towards success. BioSteel, a Canopy Growth-backed brand, wants to get it right in this regard and is confident of achieving this goal with the recent appointment of Bruce Jacobson as president.

Following the new senior role, Jacobson, along with co-founders John Celenza and Michael Cammalleri, will be responsible for accelerating BioSteel’s growth into a Top-4 sports hydration company. Perhaps one of the main reasons he was chosen is his extensive experience in the beverage industry.

Jacobson, who has held a number of senior leadership positions over the years, is considered a seasoned business strategist and brand builder who has led large organizations to best-in-class growth and market dominance. His most recent roles include serving on the advisory board and as COO of an alcoholic beverage company.

While there, he led a team to scale the business to achieve profitable growth while balancing its entrepreneurial spirit and identity. Prior to that role, Jacobson spent more than 15 years at Constellation Brands.

There he served for a couple of years as CMO, where he and his team achieved 36 consecutive quarters of industry-leading growth. Strong margins and revenues in the millions were hallmarks of the company when Jacobson was a key player.

“It is an honor to join BioSteel and be a part of an innovative challenger brand that is already revolutionizing the sports hydration industry,” said Jacobson. “I’ve seen first-hand the passion that everyone at BioSteel brings to the table for our brand and products, and I am eager to partner with this exceptional team to build on the success to date and accelerate our growth into the future.”