John Bello is the co-founder and Chief Executive Officer of South Beach Beverage Company. He brings more than 25 years of brand building and marketing experience to the Company, which was established in January 1995.
Prior to founding SoBe, Bello, 55, spent 14 years with National Football League Properties Inc., the marketing arm of the National Football League. As President, Bello has been credited for building NFL Properties into a sports marketing leader.
Prior to the NFL, Bello worked in the Pepsi Cola Division of Pepsico Inc., serving in marketing and strategic planning capacities, as well as in the Maxwell House Division of General Foods Corp., where he held product management roles with the Sanka and Maxwell House brands.
During four years of service with the United States Navy, Mr. Bello achieved the rank of Lieutenant (Senior Grade) and received the Navy Commendation with Combat V for meritorious service on riverboats in South Vietnam.
John Bello graduated Cum Laude from Tufts University with a Bachelor of Arts degree in History and holds an MBA from the Amos Tuck School at Dartmouth College.
What we thought we would do at the time was trump them with stuff that really was consistent, a healthy product perceived to be healthy with names like power, wisdom, and energy and really show people the product and get away from what I thought they would be involved. And they were basically about...(Full transcript available to logged in subscribers.).
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John Bello States Niche Beverages Generated Wealth For Manufacturer, Distributor and Retailer
John Bello States Consumers Will Spend More If They Perceive The Product To Be Healthier
