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TELFORD, Pa. — Axcentria Pharmaceutical, the parent company of Elevate CBD, has named Cindy Blum vice president of marketing. Blum is responsible for leading the branding, marketing and innovation for Elevate CBD with a vision of more than doubling sales in 2019. She is based in Chicago.
Cindy Blum
With nearly two decades of experience working in large matrix organizations as well as more nimble environments, Blum has been successful in developing and building brands with emotional consumer connections, generating demand-driven innovation pipelines, managing profitable growth, and championing channel, process and team development.
Cindy has a consumer-first approach, and a proven track record of defining brand visions and integrated marketing plans that drive increased brand share. Her collaborative work ethos is a natural fit for Elevate CBD’s pharmaceutically produced, ever-expanding line of wellness products,” said Paul Litwack, chief executive officer of Axcentria Pharmaceuticals.
Blum joins Elevate CBD from the position of global brand director at Kellogg’s, where she drove consumer relevancy through positioning, design, equity and innovation efforts supporting Special K cereal, snacks and meals across the globe. Previously she served as marketing director at Glanbia Performance Nutrition, where she achieved sales and distribution growth for multiple brands and channels by implementing strategic visions, modern marketing techniques and new product innovation.
Blum served as senior marketing and innovation manager at PepsiCo, where she launched new packaging, innovation and advertising for the juice portfolio. She also managed shopper marketing efforts for all PepsiCo beverages, helping lift traffic and sales at Walgreens and CVS. As senior associate brand and innovation manager at Unilever, Blum oversaw brand re-launch and innovation initiatives for Dove Hair Care. Prior to her marketing roles, Blum led advertising efforts at BBDO and J. Walter Thompson, working with Wm. Wrigley Jr., Co. and Ford Automotive. Blum has a Master of Business Administration and Bachelor of Science in Marketing from DePaul University.
“Leading marketing and innovation for Elevate CBD is incredibly exciting. With Axcentria’s pharmaceutical expertise, retailers’ trust in the brand, and a smart marketing approach, the growth potential of this quality-driven brand is limitless. Elevate CBD will help millions of people get back to living through attainable wellness solutions,” Blum concluded. In Blum’s first two weeks with Elevate, she has focused on driving traffic and trial at CVS. CVS began distributing Elevate Pain Relief Creams in April. Blum is activating geo-targeted mobile ads, a programmatic digital coupon campaign, an Elevate CBD-exclusive in-store digest, social media and influencer efforts.
Elevate Hemp Extract CBD products have been developed for individuals looking for a powerful way to address health and wellness concerns such as muscle soreness, joint pain, aches and strains, arthritis pain, stress, anxiety and sleeplessness. In 2018, Elevate entered an exclusive partnership to become the official CBD sponsor of , the world’s largest obstacle race and endurance brand, and now the co-branded CBD pain relief cream can be found in the country’s largest pharmacy and grocery chains.
