Repositioning the Global Leader in Seafood Through Brand Reinvention, Innovation & Purpose-Driven Growth
Reinventing the World’s Leading Tilapia Brand
Challenge
Regal Springs, recognized as one of the world’s largest producers of sustainable tilapia, had unmatched scale, operational excellence, and a compelling story. But the brand lacked a unified global identity, modern marketing infrastructure, and strategic messaging to support growth across diverse markets. With tilapia now the 3rd most consumed fish in the U.S., the opportunity was clear: evolve from commodity supplier to premium, mission-driven brand leader across continents.
Strategy & Execution
Led global marketing transformation, building cross-functional teams and establishing regionalized strategies in North America, Latin America, Europe, and Asia.
Built and managed an 8-figure global marketing budget, aligning messaging, product strategy, and performance metrics across business units.
Executed a full-scale brand reinvention—developing new positioning, brand identity, global packaging, sustainability messaging, and a unified digital ecosystem.
Developed region-specific messaging and products, using local insights, consumption data, and customer behavior to tailor innovation for retail, foodservice, and institutional buyers in each market.
Created the business case and led go-to-market execution for Mojarra Mexicana, a culturally authentic tilapia brand that grew into one of Mexico’s top seafood brands within 4 years.
Launched the first immersive VR video experience in the seafood industry, showcasing Regal Springs’ vertically integrated farms and sustainability initiatives across Latin America and Asia—setting a new industry benchmark for transparency and storytelling.
Led VIP buyer and media tours across global production facilities, building trust and transparency with major accounts, trade press, and advocacy groups.
Elevated Regal Springs to Category Captain status at Sysco, US Foods, and Performance Food Group, influencing category planning and winning preferred supplier status.
Secured high-profile partnerships with Costco, national grocery retailers, and U.S. restaurant chains, positioning tilapia as a clean-label, high-protein center-of-plate alternative.
Expanded Regal Springs globally, entering new markets across Latin America, Europe, and Asia with tailored distribution, pricing, and channel strategies.
Orchestrated a comprehensive e-commerce and digital marketing ecosystem, achieving 2M+ monthly engagements and over 400K website visits, supported by SEO, paid media, influencer strategy, and targeted storytelling.
Earned high-impact national media placements in CNN, PBS, Fox News, and The New York Times, reinforcing Regal Springs' thought leadership in sustainable seafood.
Results
- Transformed Regal Springs into a purpose-led, premium global seafood brand.
- Built Mojarra Mexicana into one of Mexico’s top seafood brands within 4 years.
- Supplied 60% of fresh tilapia and 15% of frozen tilapia consumed in the U.S.
- Delivered category influence as Category Captain for top U.S. foodservice distributors.
- Increased company valuation, contributing directly to a 9-figure acquisition by a global private equity firm.
- Selected to join the executive leadership transition team, ensuring post-sale continuity and future growth.
- Created a first-of-its-kind immersive brand experience, enhancing stakeholder trust and global visibility.
