James Field
Head of InnovationJersey Mike’s Subs
James Field’s marketing, business development, and R&D experience has impacted some of the top performing companies in the food and beverage industry over the last decade. His data-driven approach and innovative mindset has led to company growth in his positions as Chief Marketing Officer at L.A. Libations and Head of Foodservice Marketing at Cholula. He currently serves as the Head of Innovation for Jersey Mike’s Subs and maintains an advisory role with both Dog Haus and Media Predict.
Prior to joining Jersey Mike’s, James was the founder of BevWrx, a leading beverage development consultancy focused on restricted categories. Field worked with companies in complex regularity environments to create, develop and expand their beverage offerings. Creating BevWrx in early 2021, Field brought marketing, operational, manufacturing, and creative capabilities under one roof to accelerate go-to-market strategies and product development. That approach led to creating the first vertically integrated cannabis beverage line for one the nation’s largest Cannibis brands. His rapid iterative process used proprietary consumer research to create packaging and flavor formulations.
Field also consulted and maintained collaborations with a number of emerging beverage brands via L.A. Libations to drive business growth and investment strategies. With Arriba, a chelada and soda brand, their efforts in marketing, fundraising, new product development, and overall brand strategy led to 127% growth and more than $3M in investments since 2021. He also developed product and brand positioning for the 6666 Ranch (Yellowstone spinoff) craft cocktails, and created digital marketing, e-commerce, and fundraising strategies for Mingle Mocktails.
Previously as CMO at L.A. Libations, James led all marketing activity through a large expansion of both incubated and accelerated brands. With Don’t Quit!, a clean-label protein shake, he drove a partnership with Keurig/Dr. Pepper that saw the brand grab 7% market share of Southern California convenience stores in under 120 days. He also developed e-commerce, social media, and foodservice strategies for brands in the incubation pipeline. He helped establish new marketing funnels in the Southern California Incubation Program and led fundraising efforts to the tune of over $24M with strategic partners.
At Cholula, Field led all foodservice marketing activity, creating programs focused around sustainability, innovation, and new menu items. He also launched brand partnerships with chains such as Del Taco, Qdoba, Nathan’s Famous, Dave & Buster’s, Dog Haus, McAlister’s Deli, and Golden Chick. The consumer research and predictive analytics testing programs for culinary innovation led to new brand success stories and saw Cholula’s foodservice sales increase dramatically with the company ultimately selling for $800M to McCormick.
James’ growth in the foodservice and beverage industry began in 2015 when he joined Frey Farms as the Director of Business Development. At Frey he helped establish a CPG and and ingredient manufacturing division, specifically targeting national grocery retailers and food-service customers. He created programs such as “Fresh Pour”, a bubbler-beverage initiative for QSR’s that garnered Frey Farms a solidified foodservice presence with the nation’s larger foodservice chain. Additionally he helped develop R&D and consumer research programs for the innovation and commercialization of new products. Field also drove government relations work with Frey Farms; testifying before congress and helping to implement meaningful legislation in the 2018 Farm Bill.
Having previously worked with Media Predict as VP of Business Development, Field continues his role in technology and media research with the company today, serving as a company advisor. His efforts for the prediction market company included customer acquisition and the on-boarding of several large foodservice chains, beverage industry strategic partners, and snack food company ‘Kind Bar’ into the platform. Field also serves as an advisor to Dog Haus, a rapidly growing QSR brand that has been rated the most innovative foodservice chain in the nation.
Currently living in Miami, James was born and raised in South Florida, graduating from the University of Miami before playing professional golf from 2012-2014 in Europe, Latin America, Australia, and across the United States. James is a board member of the Florida House, the State Embassy in Washington D.C. and also donates his time to various philanthropic causes including chairing a fund-raiser for Operation Underground Railroad and traveling to India with former presidential candidate Mitt Romney as part of Charity Vision. He has also been very active in volunteering for Best Buddies with Anthony Kennedy Shriver.