Built for Brands, Powered by Experts
Our team
We help brands move from concept to shelf without guessing their way there. On the ROX Advisors is a full-service advisory group built for CPG founders who want experienced operators at the table. From formulation and sourcing to commercialization, margin structure, and scale planning, we plug in as your execution-level partner. You get the depth of a seasoned team without hiring one.
Ryan Halleman - Founder | CEO
At On the ROX Advisors, Ryan Halleman leads with 16+ years of experience in supply chain, procurement, and operations. He connects businesses with a network of specialized consultants, ensuring strategies are practical, collaborative, and built to deliver results.
Ryan manages projects from start to finish, coordinating experts across supply chain, logistics, operations, sales, marketing, finance, and more. His focus is on creating clear solutions and driving execution so brands can grow with confidence.
Adam Smith
Adam started his career in operational consulting for RTD beverage with multiple roles at BevSource and The Lab before spending time with a startup on the brand side. Since then, he's moved into the fractional consulting space to assist with everything from formula development to production management, QA/QC, distribution strategy, margin analysis, forecasting and more.
Jonathan "Hootie" Hooten
Known as “Hootie” in the beer, wine, and spirits industry for the last 25 years, Hootie knows exactly how to slice and dice data with a clear path to show where strengths and opportunities lie within markets and chains. His experience and full understanding of the data sets in this space have built him a reputation for helping companies, distributors, and retail buyers drive fact-based decisions to move their business forward and close opportunity gaps. Hootie was an active leader on the Safeway SCOP Team back in 1998 and helped to develop the Consumer Decision Tree in the beer category as well as closing financial gaps in assortment and store-specific schematics.
Noah Knapp
With a Master’s in Science, Noah understands the importance of integration through data science and business strategy. He is also aware of the huge demand for professionals to make data-driven decisions that propel their organizations forward. Noah’s background also lends to experience in Finance and Demand Planning with a demonstrated history of working in Wine & Spirits, Consumer Packaged Goods, and Sales & Operations.
Sarah Odde Lynch
Sarah has over 20 years of sales and marketing experience spanning food, beverage, cannabis, and niche healthcare. She began her career in large corporations, helping launch and grow brands like Land O’Lakes®, Baileys®, Ciroc®, and Bulleit Bourbon®.
Her passion lies in supporting family-owned and privately held businesses, where she brings a deep understanding of diverse models—from distribution and vertical integration to franchising and e-commerce. Through her consulting practice, she helps companies design strategies for market entry and sustainable growth, tailoring her approach to each client’s stage and needs.
Beyond consulting, Sarah is Vice Chairman of the board and marketing lead for Surge for Water, addressing the global water crisis. She holds a B.S. from Colorado State University and a Digital Strategy Certification from the Kellogg School of Business.
Brad Berg
Brad started his career in a Stroh’s brewhouse in St Paul, MN, and beverages have remained in his veins for almost 3 decades. He has held roles in Quality, R&D, Packaging, Planning, Procurement, Commercialization, and Project Management.
Experience includes: Bottled Water, FMBs, Beer, RTDs, Spirits, CSDs (Carbonated Soft Drinks), and Cannabis beverages.
Driven to deliver satisfaction to the end consumer and building strong, sustainable partnerships with suppliers. Experience includes: Bottled Water, FMBs, Beer, RTDs, Spirits, CSDs (Carbonated Soft Drinks), and Cannabis beverages.
Driven to deliver satisfaction to the end consumer and building strong, sustainable partnerships with suppliers.ctical, collaborative, and built to deliver results.
Nimesh Kuinkel
Nimesh leads a pioneering technology company at the intersection of AI, cloud computing, and software development. He specializes in transforming businesses through intelligent automation, leveraging advanced AI technologies including generative models and autonomous agents.
With 15 years of experience working as a contractor for different domains across several industries, he has hands-on experience building AI solutions, serverless cloud architecture, data pipelines and integration, machine learning, and business intelligence, enabling businesses to deliver comprehensive digital solutions that drive measurable impact. By combining deep technical knowledge with strategic vision, he and his team help organizations harness the power of data with AI integration for intelligent decision-making.
Drew Kearns
Drew is a food & beverage business specialist and, more importantly, a consumer. He is passionate about growing economically sustainable businesses. He started That’s Delicious Financials with a focus on bringing accounting expertise to emerging beverage brands through technology and low-cost bookkeeping. His experience in designing accounting processes for high-growth technology companies and as a brewery Controller gives him the strong foundation to lead in their next decade of growth. Outside of work, he keeps himself busy trying new beverages and traveling to somewhere new.
Ley Line Labs
Ley Line Labs is a product development and formulation partner specializing in functional and beverage innovation. Led by Charlotte Mizrahi and Matthias Laudico, their team brings deep expertise in formulation, flavor development, and research-driven design, helping brands move from early concept through commercially viable, production-ready products. They are highly collaborative and well-versed in building formulations that balance creativity, functionality, and real-world manufacturing constraints.
BevAssets
Sam Anderson and Alicia Vargo are the Co-Founders and Managing Partners of BevAssets, bringing a combined 50+ years of experience across supplier, distributor, broker, importation, and retail tiers of the beverage industry. Known for their hands-on approach, they specialize in brand development, national account strategy, sales activation, and market expansion. Together, they leverage deep industry knowledge and a shared passion for helping both emerging and established brands navigate a complex marketplace, turning bold ideas into scalable success.
FoodOps
FoodOps LLC, led by John and Asa, helps CPG brands scale with proven expertise in commercialization, operations, quality systems, and supply chain management. Since 2016, their team of specialists has partnered with food companies of all sizes to streamline production, optimize costs, and deliver consistent results.
Do you have a food product (and not a beverage)? We can help there too — that’s why we partner with FoodOps to ensure brands across categories have the right operational support to grow.
Jeremy Carney
As the Founder of Central Coast Analytics, Jeremy is revolutionizing how craft breweries interact with data. With 20 years of experience in analytics, he develops cutting-edge solutions that provide breweries and other industry partners with critical performance insights at their fingertips. His work enables clients to quickly see a holistic overview of their business and effortlessly drill in to uncover actionable insights. Jeremy's passion lies in helping breweries transform data from a headache into a strategic advantage, empowering breweries to make smarter, data-driven decisions.clients' expectations.
