Leading the way in beverage development, marketing & sales.
Our senior team members have been developing & marketing beverages successfully for over 25 years. We pride ourselves on having been part of achieving multiple national & international awards for beverage development & design as well as assisting in the launch of dozens of brands locally & globally. Instead of spending time & effort learning this the hard way let us help guide you. Talk to America's leading beverage startup experts today! Request Free Information >
A quick video intro
Founder & CEO
Darin Ezra has over a 20 years of experience in the Packaged Consumer Products industry.
He started his career in this industry when he founded SunWorld International, a company that specialized in the import and distribution of packaged consumer products.
SunWorld first acquired the import and distribution rights for top selling U.S. brands in Southern Africa. These brands included Celestial Seasonings (the top selling herbal tea in the U.S., then and today), Ice Drops (one of the top selling breath fresheners in the U.S.) and Energy Now (the top selling energy tablet in the U.S. for many years).
Sunworld formed a new division in 2001 which manufactured and distributed consumer packaged products in 30 U.S. states as well as exporting them globally. During this period, Darin was responsible for all development, marketing, and operations of the business. Sunworld was sold to a private equity firm and absorbed into its other portfolio companies which continue to sell beverage across the U.S. and exports to various foreign countries.
Darin went on to own & launch several successful beverage brands including Go Girl energy drink, which was acquired by Norcal, a major California beverage producer, a contract manufacturer for Coca Cola products and a distributor of Anheuser-Busch products. Go Girl has been distributed across the Western US for more than a decade.
Over the past Decade, as founder/CEO of Power Brands, Darin’s main focus has been on rapid innovation & commercialization of beverage and snack products for fortune 100 companies as well as entrepreneurs.
As CEO, Darin has been part of hundreds of product development projects, dozens of national as well as global brand development & deployment exercises. Darin also works directly with some of the largest retailers and distributors of food and beverage products in the world and has done so for over 25 years. He is a highly experienced food & beverage industry expert and a world leader in innovation & marketing.
Sheldon, Chief Financial Officer at Power Brands, manages the company’s finances, including financial planning, management of financial activities, record-keeping and financial reporting.
Sheldon guides the organization’s strategic financial direction, creates accountability systems, and focuses on streamlining financial and administrative processes.
Prior to joining Power Brands, Sheldon held CFO and COO roles in the textile manufacturing and recycling industries.
Sheldon is instrumental as an innovator in product development and provides significant marketing and distribution insight our clients.
During his 28 years with his previous company, he was responsible for managing corporate acquisitions as well as seeking maximum growth through the sales of less profitable divisions.
Sheldon has established a track record for aligning financial and business metrics to support business strategy, innovation, and high growth. He graduated from California State University Northridge with a degree in Bachelor of Science and worked for three years for a public accounting firm before joining the business sector.
Business Development Manager
Saul graduated with a marketing degree in South Africa. He is an expert in business development and client relations. He's had over 12 years of national and international experience working on both sides of the Atlantic in the European market as well as New York and Los Angeles. Saul is a firm believer in providing a great experience for his clients, which includes efficiency and professionalism. His passion is innovation, new concepts and consumer goods.
Business Development Manager
Connie Kuo graduated from the University of Southern California with a B.A. in Journalism and a Minor in Communication. She began her career at a tech startup doing marketing, and eventually built and launched her own fashion E-boutique. Connie is a highly experienced business development specialist and also works with clients in our brand management program to develop marketing collateral, investor and retailer presentations, business plans, and coordinate product launches.
VP of eCommerce & Digital Marketing
Johnny has 10+ years of eCommerce background and Amazon marketplace, which has been his most preferred digital advertising channel since 2006, he likes the instantaneous sales result and the excessive buyer intent only Amazon.com can offer.
He is a firm believer in rich content marketing and strives to provide consumers with a multidimensional experience.
Johnny’s has an exceptional track record of creating a high ROI operating Amazon Seller & Vendor Central accounts.
Johnny is modest, resourceful, and empathetic, he enjoys being a silent trouble shooter.
Johnny’s diversified e-commerce record has prepared him to lead the talented Power Brands colleagues & elevate their growing eCom department!
Jill has over 17 years of experience practicing all types of intellectual property law including trademark, copyright, trade secrets, unfair business practices, general corporate law and litigation. She has spent the last 10 years exclusively dedicated to the beverages industry, beginning with her executive legal position at Red Bull North America.
For the past 7 years, she has been working exclusively with Power Brands to protect our clients’ brands. Jill has counseled and prosecuted trademarks for hundreds of our clients.
Project Management & Operations Managers
Production & Procurement Manager
Jania graduated with honors from Woodbury University, where she earned her Bachelor's degree in Business Management. While attending Woodbury, she began working at Power Brands as an assistant project manager. Jania was soon recognized for her rare ability to handle vendors and her precision in all aspects of supply chain management. During the past 5 years Jania has become a high-level expert in beverage manufacturing including all of the components and processing methods used in the beverage industry in the US and abroad.
Senior Project Manager
Paul Lee graduated from California State University of Northridge in 2014, where he earned his Bachelor's degree in Business Management. While attending CSUN, he began working at Power Brands as a business intern and was soon hired full-time to assist in Power Brands' extensive online marketing program. Through the years, Paul has gained valuable knowledge in all aspects of the beverage industry and is now a Project Manager. As Project Manager, he works closely with our clients guiding them through all the technical aspects of product development and post development. Paul is very eager to see new emerging brands put their beverages into market.
Ashley Aratow graduated from California State University Northridge with a Bachelors of Science in Management and Minor in Business Law. Her career within the Food & Beverage industry began in the heart of Downtown Los Angeles working in Sales, building relationships with produce growers and clients. She then ventured to work with e-commerce home delivery start up companies growing the company's portfolio to feature local artisan vendors, managing fulfillment teams, and building her buying experience across all commodities (proteins, baked goods, dairy, etc.). Ashley then worked for a meal kit company sourcing ingredients/vendors for the Culinary R&D team as well as project managing fulfillment programs. She has a passion for food, and takes pride in ensuring every detail of the project and process is perfect.
Scott Wisz graduated from California Polytechnic University - Pomona with a Bachelor’s in Business Administration - Accounting. He started his professional career at Power Brands as an Accounting Assistant, but has since taken over management of the Accounting Department. Scott looks forward to continuing his professional career with the beverage industry leader.
Katie is a highly motivated, results orientated “out of the box” thinker with an extensive business experience in retail/ manufacturing private label and licensing in the Consumer Packaged Goods, Hospitality and Commodity Industries. Her strategic marketing and sharp technical skill continuously generates an exhilarating range of products and promotions. While her acute observation in consumer behavior: decision process with a profound perceptiveness on channel marketing has resulted in brand loyalty. She is a driven team-minded individual with a strong emotional intelligence and calm poised leadership in entrepreneurial/ fast-paced environments.
- Initiated branding, managing & positioning product lines
- Created marketing campaigns that target traditional supermarket shoppers
- Accelerated cross-functioning team development to secure & achieve company’s objective
- Spearheaded & consolidated project communication across all functions to reduce overall
Food & Beverage Science Team
Senior Beverage Scientist
SarahBeth Rennie earned a Master’s in Biology and a Bachelor’s degree with a dual major Chemistry and Biology from Georgian Court University in Lakewood, NJ. She began her career at IFF as an R&D Sensory Scientist evaluating and analyzing fragrance molecule for use in perfume development. Continuing her career at IFF as a flavorist trainee, she learned to develop flavors using novel flavor molecules, specializing in citrus beverages. SarahBeth is a researcher and problem solver at heart and loves using her skills to help create successful products. Here at Power Brands, SarahBeth enjoys using her experience in the flavor industry and her exceptional creativity to develop new and innovative beverages.
Senior Beverage Scientist
A native of Southern California, Alina graduated from California State University Northridge with a degree in Food Science and Technology. She began her professional career in the flavor industry, where she was responsible for developing a variety of products such as baked goods, bars and beverages. Her passion for innovation and her knowledge of food and beverage development allows her to work creatively and effectively on new beverages.
Kayla Mann graduated from California State University, Northridge with a Bachelors of Science in Food Science. She began her professional career in the flavor industry, specializing in regulatory where she learned flavor laws and regulations for providing supporting documentation. Kayla joined the Power Brands team as a Laboratory Technician assisting the beverage scientists with formulating new beverages. Since then, she has taken on new responsibilities such as, developing client products and procuring ingredients for laboratory projects. She enjoys engaging with clients and vendors to deliver successful finished beverages. Kayla is eager to continue learning and gaining experience in the beverage industry and becoming a beverage scientist one day.
Crystal Sandoval earned her Bachelor's in Food Science and Technology from California State University, Los Angeles. She began her career at Power Brands as a Research and Development intern. Crystal now develops food and beverage products for many established and up coming brands. She has worked with a wide variety of formulas and has acquired a lot of knowledge along the way. Her experience as a home cook and self-proclaimed foodie compliments the experience she has gained in the industry, allowing her to develop great new and innovative products for her clients.
Roland graduated from California State University, Northridge in December of 2017 with a Bachelor’s in Food Science. He began at Power Brands as an intern, assisting the team with day-to-day operations. Currently, his interest lies within the Research and Development aspect. He is passionate about the watching products develop from concept to creation. As a result, he is eager to grow with the company and eventually take on his own clients.
Senior Beverage Scientist
Cathy graduated from California State University, Northridge in 2012 with a Bachelor of Science degree in Food Science and Technology. She began her career with Power Brands as an Intern and is currently the Lead Beverage Scientist. She has worked on various formulations and prototype development for many of the upcoming brands. Cathy is eager to expand her knowledge on ingredients, flavors, and production for the Food and Beverage Industry. She is passionate to develop the best product to launch into the market.
Alex graduated from the University of Wisconsin Stevens Point in 2017 with a Bachelor of Fine Arts in Graphic Design. After spending her post-grad summer traveling across the UK, she moved to Los Angeles to pursue her career as a designer. She uses her skills to tackle various tasks including concepts, labels, social media content and print ready materials. Her favorite part of the design process is testing new ideas and pushing innovation through concept development and illustrative ideation.
Eduardo is a Los Angeles native who first discovered his passion for graphic design as a student at California State University - Northridge. Upon graduating with a Bachelor’s of Arts in Graphic Design and Web Design, Eduardo began his career at an award winning Santa Monica based printing company where he helped facilitate the rebranding of the company through web design. When he’s not researching the latest design trends or bringing to life a client’s vision, you can find him hitting the gym or jet setting across the US and Europe.
Shannon Leecher is a Graphic Designer at Power Brands. To her, she believes that design is about implementing ideas, knowledge and aesthetics into a system that tells a story about an individual. Much of her work has been based on people that I know who fit a certain demographic, and I love telling their story. Seeing a concept come together in its final form is one of the most satisfying things to me about being a designer. When she’s not drawing or behind the screen you can find her exploring the great outdoors, eating yummy food, listening to live music, hula hooping, watching Netflix, or playing with her cat.
Danielle graduated from The Art Institute of York, Pennsylvania with a Bachelor of Science in Graphic Design. She moved to Los Angeles in August 2017 to continue her career in Graphic Design. To Danielle, a work of art is never finished until someone is using it. She loves seeing her work out in public when she travels. Danielle loves to get her creative juices flowing and design for any and all applications. Outside of work, she likes to explore all of what California has to offer, shop at her favorite stores, and relax on the beach.
Jason has nearly a decade of experience as a professional Graphic Designer. He graduated from California State University Fullerton with a Bachelors of Fine Arts in Graphic Design. His career as a Graphic Designer began within an agency working with large and small businesses.
His new path has found him at the forefront of the beverage industry. With his passion for creativity, alongside a love for collaboration and teamwork, he looks forward to making a meaningful impact working with this beverage leader.
When he is not designing, he enjoys the thrill of riding his motorcycle and leading his team to victory in his favorite video games.