In a striking testament to the evolving role of finance leaders in the consumer goods sector, Ricky Khetarpaul, Chief Financial Officer of the beverage brand Liquid Death, has unveiled a strategic partnership model that seamlessly blends financial oversight with marketing innovation.
Speaking from the company’s East African operations hub, Khetarpaul emphasized the critical alliance between finance and marketing as a cornerstone of Liquid Death’s success, spotlighting memorable campaigns—from daring giveaways like a jet to provocative ad stunts—that have solidified the brand’s cult following and translated into robust top-line growth.
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With the beverage industry increasingly reliant on brand awareness to sway consumer choices, Khetarpaul revealed that his team tracks success through key metrics such as household penetration and shelf velocity, asking a pivotal question: are consumers reaching for Liquid Death over competitors when standing in the aisle?
Khetarpal’s approach hinges on a collaborative, long-term vision that mitigates risk while fueling creativity, a strategy he honed in previous roles and is now embedding at Liquid Death. He stressed the importance of establishing a clear “North Star” goal—such as achieving a specific revenue target at a defined cost—through workshops and executive alignment with the board and shareholders, ensuring all departments, from sales to operations, march toward a unified three-to-five-year plan.
“The key is defining that vision; once we agree on where we want to be, alignment to tactics becomes much easier,” he noted, highlighting past efforts in change management to unlock this collective focus.
