Boulder Botanical & Bioscience Laboratory, a pioneering cannabinoid company, has appointed Vic Nastasia to executive vice president of sales.

Nastasia will oversee the entire sales operation at Boulder, establishing sales targets to meet the company objectives, and will be responsible for creating strategies for the company’s wide range of ingredients, products and services. He is also tasked with developing strategic sales plans based on company goals that will promote sales growth and customer satisfaction.

Nastasia is no stranger to sales operations at beverage companies. He served three decades as senior vice president of sales and marketing at National Beverage and Hansen Beverage, and he served in senior leadership roles at PepsiCo.

During his tenure in each role, Nastasia led groups from 40 to 1,000 employees in sales, marketing and operations. He grew profits of nearly 30 percent in each company through a multi-channel strategy using direct store delivery partnerships, national convenience wholesalers, national accounts, and a hybrid broker direct selling network for targeted key accts.

Nastasia’s extensive background in the beverage industry includes work for Monster Energy, National Beverage Company, PepsiCo/Frito Lay and Gallo wine.

“Vic’s decades of high-level experience at the forefront of the beverage industry will serve us well,” says Maruchy Lachance, Boulder’s COO. “Adding a team member with highly successful sales and national account leadership experience, who’s developed and led high performance teams, is exactly what we need as we accelerate growth and take our business model to the next level.”