Executive Leadership Team

Joe is a globally experienced executive with over 20 years of leadership across FMCG, dairy, and infant nutrition. He is recognised for his strategic vision, operational excellence, and ability to drive transformation and growth in complex markets. During 12 years at Fonterra, he held senior leadership roles spanning supply chain, operations, and commercial functions. In the USA, he led over US$2B in sales, launched the Zeal brand, and established a US$120M specialty nutrition joint venture also managing major partnerships with Abbott Nutrition, Mead Johnson, and Premier Protein. Most recently as CEO of Darigold, the USA’s fourth-largest dairy cooperative, Joe led a major transformation program, delivering growth and margin gains across the FIT brand and infant formula categories. He also worked closely with regulatory bodies, including the FDA.

Joe brings a global mindset, deep industry expertise, and a passion for leading purpose-driven, high-performance teams.

Chris is an experienced global executive with more than 30 years’ leadership experience across the dairy and consumer sectors, including infant formula supply. He brings deep expertise across finance, commercial leadership, strategy, mergers and acquisitions, information technology, legal governance and integrated business planning. Chris has held senior leadership roles across Australia, Asia and the United States, including Commercial Director of Fonterra Brands Australia and most recently B2B President and Chief Financial Officer at Darigold in Seattle, one of the USA’s largest dairy cooperatives. Throughout his career, he has built a strong track record of business transformation, disciplined capital allocation and delivering sustainable growth through operational excellence. As Chief Financial Officer, Chris leads Bubs’ finance, governance, investor relations and strategic planning functions, supporting the Company’s next phase of growth and value creation.

Richard has worked for over 30 years within the Dairy Industry having previously managed complex dairy site operations for several large companies, including Murray Goulburn and Bega Cheese, in both the commodity and nutritional ingredient space, as well as dealing directly with farmer groups. As a member of Bubs leadership team since 2018, Richard manages the diary-based operations, including Bubs wholly owned infant formula manufacturing facility, associated supply chains and oversees the sales functions across the global markets. This broad new role encompasses all of Bubs internal and external manufacturing, as well as milk supply and utilisation, with oversight for all manufacture of Bubs products and associated processes.

Chris has over 20 years of FMCG experience across large multinationals including Mars, Danone and Lactalis. Chris is highly skilled in developing and executing strategies across categories leading to portfolio growth and sustainable profitability. He began his career with Bubs Australia in 2018 as National Sales Manager Australia growing the domestic business by over 40% in his first year, and an additional 50% in the following two years before being promoted to Sales Director USA. During his tenure in the USA, Chris has been instrumental in securing ranging of Bubs products in the Top 4 brick and mortar retailers across the country.

Jackie has extensive experience in retail, international trade and cross-border e-commerce development. Prior to joining C2 Capital Partners, where he has a focus on FMCG investment, Jackie worked at Alibaba Group in the Tmall Global Business Unit. From 2016 to 2020, as Senior Operation and Business Development Manager, he helped establish key Alibaba Group import initiatives. He was the founding member of the first vertical import procurement business of Alibaba Group, Tmall Direct Import, a zero-to-billion-dollar sales retail project. He then relocated to Alibaba’s Australia and New Zealand regional office as a member of the business development team to identify, onboard and support imported goods in key GMV (Gross Merchandise Volume) categories, including food and infant formula.

Prior to Alibaba Group, Jackie was actively involved in investment and export opportunities for Australian products, with experience within The Australian Government and private sector. He has served as a board member of The Australia China Business Council and has a Bachelor’s degree in Media and Economics from the University of Adelaide.

Jasmin joined Bubs in September 2025 to lead the company’s next phase of growth in the U.S. market. She brings more than 25 years of leadership experience building and scaling lifestyle FMCG brands across North America and Europe. She has held senior roles at The Honest Company, Diageo, Henkel Beauty, and Jellycat, leading marketing, sales, and innovation while managing complex organizations and significant P&L responsibility.

At The Honest Company, she helped scale the business through a period of rapid growth and its successful IPO. Most recently, as General Manager North America at Jellycat, she led the transition from a broker-led sales model to a fully in-house sales organization, strengthening the company’s commercial capabilities in the region.

At Bubs, Jasmin is focused on accelerating the brand’s presence in the United States and bringing its uniquely positioned, high-quality nutrition products to more families.

Annie is a growth-focused marketing leader with more than 20 years’ experience building global consumer brands across health, wellness, baby care and technology. She has held leadership roles at Nike, Motorola, Ergobaby and family wellness brands, driving brand transformation, digital growth and product innovation. Annie specializes in combining creative brand building with analytics, using consumer insight and data-driven marketing to drive growth across retail, e-commerce and social commerce. She is passionate about connecting brands with the needs of modern parents and families.