A former shoe company executive is moving to the beverage industry in Grand Rapids.
Rob Koenen was named Boxed Water’s chief marketing officer earlier this month.
In the role, Koenen will be responsible for expanding the brand’s marketing efforts and further connecting with consumers, especially millennials, regarding the company’s efforts to change the way water is packaged, shipped and consumed.
“Our highly engaged community wants to connect with Boxed Water through multiple touch-points in their day,” Boxed Water CEO Daryn Kuipers said. “Rob is exactly the person we need to cultivate and extend thoughtful conversations around sustainability, with a proven record developing lifestyle brands.”
Koenen was most recently global vice president of product and marketing for UGG Brand’s men’s apparel and kids’ categories.
Prior to his vice president role, Koenen also held leadership positions at Wolverine Worldwide and Land O’Lakes.
Koenen will use his experience to lead the communication efforts and increase consumer engagement.
“Boxed Water delivers a strong and simple message around sustainability and the importance of taking care of our planet,” Koenen said. “That message is already attracting passionate consumers, especially millennials.
“Our job is to make sure more consumers have the opportunity to join us in making a sustainable choice.”
Boxed Water was founded in 2009 and now is available across the country through a multitude of distributors. The boxed water is packaged in filling stations in Holland and Utah.
Along with physical retailers, Boxed Water can be purchased on Amazon.