Andrew Katz joins Generous Brands as Chief Marketing Officer

Andrew Katz has joined Generous Brands as Chief Marketing Officer (CMO), where he will lead the marketing organisation across its portfolio of consumer brands, including Bolthouse Farms, Health-Ade, Evolution Fresh and SAMBAZON.

In his new role, Katz will oversee brand strategy, consumer insights, creative and performance marketing, bringing together these functions to drive growth across the portfolio.

Katz joins Generous Brands after serving as Chief Marketing Officer at Athletic Brewing Company from October 2021 to April 2026. During his tenure, he helped grow the non-alcoholic craft beer brand, with the company recording a 38% compound annual revenue growth rate between 2022 and 2025. His work focused on brand investment, consumer segmentation, creative strategy and marketing analytics.

At Athletic Brewing, Katz also established marketing measurement capabilities, including marketing mix modelling, brand health tracking, creative evaluation and multi-touch attribution. He led campaigns, developed partnerships with organisations including Live Nation and the Premier Lacrosse League, and supported product collaborations with brands such as Netflix and Ironman.

Before Athletic Brewing, Katz founded and led Instructrr, a virtual fitness platform for independent instructors, as CEO from 2018 to 2021. He also served as Vice President of Marketing for Dos Equis at Heineken, where he led the brand’s repositioning following the conclusion of its “Most Interesting Man” campaign.

His earlier career includes marketing and advertising leadership roles at American Express and PepsiCo. At American Express, he worked on brand and acquisition strategy and the launch of Bluebird, a financial services offering developed in partnership with Walmart. At PepsiCo, he held several marketing roles across brands including Pepsi, SoBe and Mountain Dew, covering brand strategy, product innovation, digital marketing and consumer engagement.

Katz also brings agency experience from earlier roles at Deutsch and Lowe & Partners.

His appointment brings together experience across consumer packaged goods, beverages, brand transformation, digital marketing and performance-led growth as Generous Brands advances marketing across its portfolio.