Nutrabolt Energizes Leadership Team; Introduces New Chief Digital Officer  

AUSTIN, TEXAS, August 2020 – Nutrabolt, a global leader in sports nutrition, has deepened its talent bench, adding Rajaa Grar as Chief Digital Officer.


As makers of C4®, the fastest-growing energy drink in the nation, Nutrabolt has tapped Grar to oversee e-commerce revenue, as well as the overall digital customer experience, for the company’s portfolio brands, including powerhouse leaders, Cellucor® and XTEND®.


“An all-encompassing, omnichannel-focused consumer experience will be central to Nutrabolt’s long-term growth strategy,” shared Nutrabolt Chairman and CEO, Doss Cunningham.


In this role, Grar will lead the development of a new digital strategy that will enable the company to rapidly scale its consumer base, all the while delivering a best-in-class customer experience with innovative direct-to-consumer technology platforms supporting eCommerce and retail alike.


The creation and focus of the role of Chief Digital Officer is part of the evolution Nutrabolt has dubbed Nutrabolt 2.0, defined as the company’s effort to modernize its commercial model and reorient the business around the consumer.


“Nutrabolt’s brands are all about maximizing human potential and delivering world-class customer experiences along the way. A well-executed digital experience is now table stakes for leading consumer brands and a critical piece to delivering the connectivity that breeds brand loyalty, and ultimately, lifetime value,” Cunningham said. “Rajaa is a proven leader and one that we are super excited to have leading Nutrabolt’s digital transformation.”


Grar is an award-winning digital and global brand marketing leader with a record of success and expertise driving significant growth for top CPG, direct-to-consumer, and lifestyle brands in the nutrition, beverage, and beauty industries.


“When the opportunity came, it was important to join a company that not only has integrity in developing brands that are of the highest scientific standards, but also brands that consumers love,” said Grar. “By defining and elevating our online presence, we can fully tap into our mission to innovate, inspire and make products that maximize human potential accessible to all.”


Currently, Nutrabolt brands Cellucor®, C4®, and XTEND®, can be found in the world’s largest specialty, big box, and online retailers including Walmart, Costco, Amazon, 7-11, GNC, and Target, and are distributed in over 125 countries.

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