Breakthru Names Chief Growth Officer and Chief Commercial Officer

Maggie Lapcewich and E. Lloyd Sobel.

Breakthru Beverage Group has announced an evolution of the company’s executive leadership structure reporting to CEO Greg Baird. Effective immediately, former EVP of Corporate Strategy and Communications, Maggie Lapcewich, will assume the new role of Chief Growth Officer (CGO), working in close partnership with E. Lloyd Sobel, who will transition from Chief Operating Officer to the role of Chief Commercial Officer (CCO). 

In their new roles, Lapcewich and Sobel will serve as advisors to Baird, and will work together to drive effectiveness and standardize market commercial capabilities to support future growth and business expansion, the company says. In partnership with other executive leaders, they will develop and drive the company-wide strategic agenda to achieve Breakthru’s long-term vision, define and implement initiatives and focus resources on new pathways to growth including the company’s digital roadmap. 

As CGO, Lapcewich will lead Breakthru’s digital and e-Commerce vision and strategy, in collaboration with CIO Joe Bruhin, as the company continues to accelerate enhancements to its commercial technology platform. In addition to Digital and e-Commerce, she will have oversight for all Corporate Strategy, Communications and Commercial Capabilities Centers of Excellence.     

“Maggie has been a force in the industry throughout her career and a valued member of Breakthru’s leadership team who brings extraordinary insights and experience to this new role,” says Baird. “She has been integral to every major strategic endeavor we’ve undertaken since Breakthru was formed from integrating our multi-billion-dollar businesses to advancing our cross-functional corporate initiatives.” 

As CCO, Sobel will play a key role in harnessing the full commercial power across the company’s footprint and work across functions to maximize Breakthru’s long-term growth and profitability, the company says. He will advance Breakthru’s commercial agenda and have oversight for the bulk of North American Sales and Supplier Development activities, as well as responsibility for National Accounts, Government and Regulatory Affairs and Customer Care functions. 

Brian Albenze, EVP United Division, also reporting to Baird, will continue to lead Breakthru’s Diageo and Moët Hennessy USA business across the organization. 


“Commercial excellence is foundational in our rapidly evolving industry and under Lloyd’s leadership, we will continue to advance our go-to-market capabilities, execution and performance,” Baird explains. “We have always operated as a nimble, future-focused company and we understand that by not just responding to change, but driving it, we can strengthen results for our business and our partners.” 


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