Shoreditch-based CBD brand Goodrays has kicked off a major expansion of its Senior Leadership team, appointing former Monster Energy Marketing Director Richard Pilbeam as new Head of Marketing.
Pilbeam has joined after a 5-year tenure at energy drinks giant, Monster Energy. Initially joining as a Marketing Manager and rising through the ranks to lead a team of 12, Rich worked on the launch of multiple new brands across the portfolio during his time there.
The senior team is headed up by Goodrays CEO and Founder Eoin Keenan, a CBD and Medical Cannabis industry veteran. Pilbeam's appointment kickstarts a period of major investment into the team, as the brand also actively recruits for OOH Channel Lead, OOH NAM, Operations Manager and Brand Manager.
Eoin Keenan says: “While Richard was at Monster Energy, he led rapid brand growth and accelerated sales exponentially.
“He brings both strategic and tactical knowledge from leading a heavyweight brand as well as the hustle mentality and guerilla marketing experience after cutting his teeth at a variety of challenger brands and working agency side with major FMCG brands.
“We've been growing 100% year on year for the past four years, introducing millions of people to CBD. We know that consumers love our product with our retention rate becoming best-in-class.
“The next step to supercharge growth is investing behind the brand, building awareness and driving trial. Rich is perfectly positioned to lead that part of our business.
“The next phase will see Goodrays launch a nationwide partnership with local MIND charities, investing in digital activation and strategic activation to help busy minds find calm and clarity with the UK's best-rated CBD drinks.
“Over the last 12-months Goodrays has become the fastest growing CBD drink in the UK and has launched into four of the top four grocers in France in a matter of months. The scale of growth and the pipeline of opportunities ahead has meant that it's the perfect time for us to build out the team and switch things up a gear!”
Richard Pilbeam comments: “I am thrilled to join Goodrays, a dynamic company with immense potential to dominate the CBD drinks market.
“I've loved my journey at Monster Energy, marked by significant growth and working with some awesome people. Now, I'm stoked to bring my experience to Goodrays, helping to elevate their brand and expand their reach across further markets”
Launched in 2019 by Eoin Keenan, Goodrays makes a range of vegan, low-sugar, 30mg CBD infused carbonated drinks as well as high-quality gummies and oils. Keenan has worked within the industry for well over a decade from all facets of the business, from cultivation, manufacturing, regulation and now consumer goods.
He was inspired to work with CBD after experiencing bouts of anxiety in his youth. Goodrays is now listed with retailers such as Sainsbury's, Ocado, Tesco and Waitrose and Goodrays has recently started to export to major supermarkets in France.
