Breakthru Appoints CCO and COO

Breakthru Beverage Group has announced the promotion of Kevin Roberts to a newly designed Chief Commercial Officer (CCO) role and Julian Burzynski to a newly created role of Chief Operating Officer (COO). These appointments will be effective Jan. 1, 2023, following the planned retirement of E. Lloyd Sobel, current Chief Commercial Officer.

“As Breakthru continues to expand our North American footprint, advance our capabilities and deliver operational and executional excellence, we have the opportunity to evolve our leadership team to meet the demands of our future growth ambition,” said Tom Bené, Breakthru Beverage Group President & Chief Executive Officer. “Lloyd leaves big shoes to fill however Kevin and Julian are proven leaders, with deep industry relationships and a track record of delivering on behalf of our partners. I look forward to watching them both thrive in their new roles.”

As CCO, Roberts will oversee the company’s commercial strategy, including initiatives that support and enable the supplier and customer selling organizations. In his role as COO, Burzynski will oversee Breakthru’s customer-first execution strategy across North America including oversight of the U.S. and Canadian operating units and route-to-consumer efforts. Both will focus on delivering a consistent and scalable model that will foster superior execution, deliver against the company’s performance expectations and bolster Breakthru’s ambition for continued geographic expansion.


“Lloyd is a consummate professional whose legacy is well earned as a trusted, effective and strong leader,” Bené commented.


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