Gaia Herbs has promoted Tammy McIver-Gay and Elizabeth Lawson and added Elena Levitskaya-Lécué and Anna DeMers to its sales and marketing team. This new leadership team is expected to provide greater focus on the company’s strategic objectives, unify processes and unlock fresh opportunities for innovation, efficiency, and long-term growth.
“There’s a growing demand for authenticity, quality, and a relationship of deep trust with the products that consumers choose to bring into their homes. Gaia’s tenured history as a certified organic and seed to shelf brand has enabled us to gain the hearts of many emerging wellness seekers, allowing us to broaden the connections between plants and people,” said Angela McElwee, President of Gaia Herbs. “As the landscape for herbal products continues to broaden, we are thrilled to expand the Gaia team to better reach consumers. With the promotion of both Tammy and Elizabeth as tenured Gaia leaders and the hiring of Anna and Elena, we are led in these key areas by a strong and expert group of sales and marketing strategists, all of whom embody not just expertise in their respective areas, but also bring a spirit of authenticity and integrity to the work they do.”
McIver-Gay has been promoted to Vice President of Customer Development and Strategy. McIver-Gay has held numerous roles in her seven year tenure at Gaia, including leading the healthcare practitioner division, the ecommerce business, as well as launching the consumer direct business and serving on the executive team in various strategic planning capacities. Prior to joining Gaia, McIver-Gay spent seven years at Enzymatic Therapy as managing director of business development where she led the healthcare practitioner, distributor, pharmacy, international, and consumer direct divisions.
Lawson has been promoted to Director of Field Sales, bringing a wealth of knowledge and experience to this new role with 20 years of experience in the natural food industry. Prior to Gaia, Lawson served as the national account manager at Enzymatic Therapy where she was instrumental in growing and managing some of the company’s largest customers. Lawson’s professional journey ultimately led her to Gaia where she has spent the past nine years leading the eastern sales team, along with account management.
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Levitskaya-Lécué joins Gaia Herbs as Executive Vice President of Sales and Marketing, bringing extensive experience in progressive marketing and brand management, as well as digital and sales strategy for Group Danone, both in the U.S. and Europe. Her most recent role as the head of ecommerce at DanoneWave provided her with a digital perspective, which gives her a unique vantage point on the fast-shifting landscape of brands and channels. This combined with her traditional CPG background and passion for wellness and purpose-driven leadership, make her a natural fit for leading the sales and marketing teams at Gaia Herbs.
“I strongly believe that herbal supplements, as a way of taking care of health in a more natural and holistic way, are ready to cross over into mainstream,” said Levitskaya-Lécué. “Gaia is a company that brings together the past and the future, combining ancestral knowledge of herbal medicine, a sustainable seed-to-shelf operational model and a cutting-edge patented technology of delivering herbal extracts. Gaia is the leader in the herbal supplement market with a story that no other company can tell. I am looking forward to bringing this story to more consumers and retailers.”
DeMers also joins the team as Director of Strategic Accounts where she is responsible for the Whole Foods Market business, as well as strategically and thoughtfully growing Gaia’s presence with key retailers across all channels. With 30 years of sales experience and 12 specifically within the natural products industry, DeMers previously held positions at Clorox, Renew Life, Quigley, Alacer, and Rainbow Light.