BOSTON — Verde Farms announced Kirstyn Lipson has been promoted to senior director of marketing and has joined the company’s executive leadership team.

In her new role, Lipson will oversee strategic planning for the company while serving as the voice of both the Verde brand and the consumer, representing these perspectives across the organization and to the board of directors. Her efforts will help drive the company’s focus on consumer experience as well as expand the brand’s story across new and existing channels. Lipson will also continue to lead all marketing initiatives and product development at Verde Farms.

“We are thrilled to welcome Kirstyn to the executive leadership team and further elevate her role in shaping the future of our brand, our company and the BFY beef category,” said Brad Johnson, chief executive officer of Verde Farms. “Her work over the past two years in refining and expressing our brand positioning has been instrumental in making Verde the velocity leader among BFY brands. She cares deeply about our consumers and customers and is passionate about representing their perspective across our company.”

Lipson joined the Verde Farms team in 2022, at a pivotal time for the company when it transitioned from being a predominantly private label manufacturer to becoming a branded leader. During her tenure at Verde, Lipson has refined the brand’s positioning and communication to focus on claims that matter most to the “better-for-you” (BFY) beef consumer. She played an important role in forming a strong “shelf-back” marketing approach to complement Verde’s brand relaunch.   Additionally, Lipson partnered with Verde’s sales team to create a completely refurbished selling story and sales materials, leading to increased retailer recognition of the consumer demand for and connection to Verde’s products.