The GameChanger Story
GameChanger was founded by Larry Popelka, former VP of marketing at Clorox and Sandy Brawley, former Clorox National sales manager. From 2002-07 Popelka and Brawley established and led a corporate innovation and ventures team for Clorox CEO Jerry Johnston.
Over the course of 5 years, with less than 10% of the company’s innovation budget, Popelka and Brawley’s team generated approximately 70% of the company’s growth from innovation, including Green Works cleaners, Clorox Toilet Wand, Clorox Anywhere and others.
In 2004, Monitor Consulting called our ventures program at Clorox “The Best Approach we’ve seen to corporate ventures in consumer products.”
GameChanger was established in 2007 to make Popelka and Brawley’s approaches available broadly. The GameChanger process is unique in that it combines fast and flexible entrepreneurial techniques with big company skills and knowledge to drive more impactful, cost-effective growth and innovation.
The GameChanger Team
GameChanger is comprised of leading packaged goods industry executives who have also been involved with successful start-ups. Our team has a full set of skills and is capable of developing and incubating products from concept to launch, with expertise in Marketing, Consumer Research, Design, Sales, General Management and Shopper Insights.
Larry Popelka
Larry, former VP of Marketing, Global Development and New Ventures at Clorox is CEO of GameChanger. Larry led corporate innovation, strategy and acquisitions for Clorox. Successes include: Green Works Cleaners, Clorox Toilet Wand, Armor All and the $2B Glad acquisition.
Sandy Brawley
Sandy, former Clorox Co. National Sales Manager, is President of GameChanger. Sandy managed Clorox’s top level relationships with Wal-Mart, Target and other major retailers. At GameChanger, Sandy helps manufacturers build strong partnerships with leading retailers and test products through our retail Learning Lab™.
Jonathan Tofel
Jonathan is a Managing Director at GameChanger. He started at P&G, and worked on Olay, Pert Plus and Physique. He was an early employee at Orange-Glo, and pioneered new marketing and testing. He has also helped Clorox, Whitewave Foods, General Mills and Hershey create breakthrough new brands.
Frank Pisciotto
Frank, former Consumer Insights Director at Clorox, is a Managing Director at GameChanger. Frank has over 20 years of consumer research experience, having led efforts across Clorox’s Laundry, Cleaning, Automotive, Food and Pet Care product categories. Frank also led Clorox’s Shopper Insights research program.
Linda Snow
Linda has extensive marketing and new products experience. She held marketing leadership positions at traditional CPGs like Gillette, and at internet marketers such as eBay, Expedia, and E-Loan. Her background combines classical, online and direct response marketing.
Roehl Flores
Roehl is former CMO of C&H Sugar, having led the business to record growth. Roehl is also a former Clorox marketing manager and has led marketing and new product initiatives for Friendster.com, flutter.com and Gold Eagle automotive.
Lisa McLean
Lisa is former Business Director for Nestle Beverages, Executive VP for Gloria Jean’s Coffees and Brand Officer for Dunkin’ Brands. She also launched Fresh Express Salad Kits the first packaged salad product. Lisa has also done work for P&G, El Monterey Foods, and Microlin Technology and Retro Green Homes.
Lynn Yako Graham
Lynn has experience with Mars and Company, Sony Music and Apple Computer. At Apple, Lynn did usability testing and market research for the iTunes business. Lynn was also one of the founding members of Brand New Brands, a consumer products incubator company that was funded by Nestle, Unilever and other CPG investors.
Dave Preuss
Dave is a former Marketing and Product Supply executive for P&G and a Marketing, International and M&A executive for Clorox before executing an LBO of Clorox’s Restaurant Business and then tripling its sales. Dave was also a consultant for Levi’s, Del Monte, Hewlett-Packard, Signature Wines and Proflowers.com.
Laura King
Laura has eighteen years of experience in brand strategy and product innovation at P&G, The Clorox Company, Del Monte Foods and several start ups. Career highlights include leading innovation for Clorox’s $1.4 billion Household division and the global brand launch of P&G’s $1 billion Swiffer brand.
Lara Dickinson
Lara started as a product manager at Reckitt Benckiser. She was VP of Marketing for Balance Bar, growing it from $10 Mil to $100 Mil, leading to Kraft’s acquisition. Lara co-founded and was CEO of Lightfull Foods, a start-up funded by Unilever. She also worked for Jamba Juice, Cold Fusion Foods and Numi Tea.
Heather Sears
Heather has over 15 years of marketing and general management experience in both start-up and early-stage natural/specialty food companies. She held leadership positions at Spectrum Organic Products, Corazonas Foods, and Galaxy Desserts. She also worked for Clif Bar, Annie’s, and Somersault Snack Co.
Tim Meskill
Tim is a former National Account Manager and Senior Customer Business Manager for Unilever and Clorox, with experience in grocery, mass, club, drug and non-traditional channels. Tim also has helped launch/expand Mrs. Meyers cleaners, Espana Foods, ColdHeat and FullBar.
Andrew Wilson
Andrew is former Controller for Oracle Corp. and consultant for Price Waterhouse. In the past 15 years, he helped several start-ups gain funding, raising over $100 million, and taking two companies public. Andrew helped launch Novare’s stage-gate software, used by major CPGs to manage new product pipelines.
Jeff Pilisuk
Jeff has 15 years experience in the health and wellness category. He managed corporate ventures for Kaiser Permanente, and was Marketing Director for Shaklee Corp. He also directed marketing for startups gazoontite.com and Syndero, Inc.
Bob Cook
Bob has over 20 years of CPG new products experience. As a Senior Leader at Clorox, he created the company’s Open Innovation Program and led commercialization teams for many of the company’s largest innovations. He also worked as an Innovation Consultant for Pepsi, BASF and Safeway.
Jeremy Adams
Jeremy is Senior Consultant at GameChanger and former new products marketer for Unilever, including Axe, Dove and Q-tips. He also headed up marketing for start-up Bossa Nova Superfruit Company. Jeremy is also a former strategy consultant for Monitor Group, working for clients including HP, Amgen, Cisco and Clorox.
Amy Fierstein
Amy has over 12 years of online marketing and e-commerce experience. Most recently she was VP of Marketing at TheCradle.com and Marketing Director at ModernMom.com, leading websites for expectant and new moms. She was also account director at Magnet Interactive, and led projects for Kellogg, Energizer and DeBeers.
Carolyn Kominowski
Carolyn has 20 years of consumer marketing experience with Del Monte, Clorox and a variety of start-ups. Carolyn was VP of Marketing for Petopia.com, a startup she led through rapid growth and eventual sale to Petco. She also worked for Leap Frog, RiverDeep and Gimbals candy.
Doug Nesbit
Doug is former manager for P&G and Clorox and former VP of Marketing for Diamond Foods. He was also VP of Marketing for successful start-ups mvp.com sporting goods and 1-800wineshop.com. Doug also served as VP of Internet Marketing for Golden West Financial and CMO for CMG Financial.
Kim Lopez-Walters
Kim has been a marketer for Pepsi-Cola, Nestle, and Quaker Oats, as well as start-ups Clif Bar and Power Bar. As Category Manager for Starbucks she led the development and launch of some of the first blended coffee drinks. She was also a strategist at Iconoculture, a food and beverage trend company.
Sandra Stumbaugh
Sandra was a marketing manager for Clorox and Nestlé. She led innovation and business development for Dreyer’s, where she developed and launched the $100+ mil. Dibs line. She has also worked with start-ups/innovators Attune Foods, Ghirardelli Chocolate, Naked Juice, and Nest Collective.
Valerie Popelka
Valerie is a Senior Marketing Associate for GameChanger. She specializes in Consumer Research and Store Test Management. Previous experience includes Nike and the Fund for Public Interest. Valerie is a graduate of the University of Notre Dame’s Mendoza College of Business.
Kory Hui
Kory is a Senior Marketing Associate for GameChanger. He specializes in Consumer Research and Store Test Management. Previous experience includes The Golden State Warriors operations, San Francisco 49ers PR and YSO Capital Management. Kory is a graduate of UC Berkeley with a degree in economics.
Nicola Ferenz
Nicola is a Marketing Associate for GameChanger. She specializes in Environmental Issues and social media marketing. Previous experience includes Clif Bar and Fashion Group International. Nicola is a graduate of UC Berkeley with a concentration in Green Business and Sustainable Development.
Stephanie Smith
Stephanie is a Marketing Associate. Previously, she worked for the Sterling-Rice Group on projects for Pepsi, Quaker Oats and Snyder’s of Hanover. Stephanie also worked for start-ups Zola Brazilian Superfruit and Rudi’s Organic Bakery. She has a degree in Business Administration, with an Entrepreneurship certificate.
Shirley Chang
Shirley is a Business Associate for GameChanger. Past experience includes Wells Fargo, Merrill Lynch and Provident Funding. Shirley is a graduate of the University of California Berkeley with a degree in Economics and Accounting.
Lisa Coto
Lisa is a former Account Executive for Clear Channel Radio and online marketing. She has experience in non-traditional marketing, including house parties and event marketing and helped launch the first website for Bad Boy Entertainment, Sean “Diddy” Combs marketing company, now a division of Warner Music.
Affiliate – Arielle Patrice Scott
Arielle is founder of GenJuice, an online community for young entrepreneurs. While studying at UC Berkeley she helped launch InDinero, a financial monitoring company that received start-up funding. Arielle also has experience with Ogilvy Advertising. She has expertise in youth and online marketing.
Affiliate – Wilmer Fong & Associates
Wilmer has 30 years of package and graphic design experience, with awards from Print, Graphic Design USA and HOW magazines. Prior work includes: Hidden Valley Ranch, Armor All, Dreyer’s, Clorox, Nestle. Wilmer incorporates strategic marketing insights with attractive, purposeful graphics that sell.
Affiliate – Leland Dake
Leland is an affiliate of GameChanger, as a Retail Services Advisor. He is formerly Group VP of Merchandising for SuperValu. Leland is an expert on Strategic Sourcing and Retail Partnerships, and has worked with Fortune 100 companies to improve their Sourcing Processes and Cost of Goods.
