Appointment supports the company's continued investment in brand building, innovation, and national expansion.
Bethlehem, PA, July 15, 2026 — ROAR Organic, the lifestyle hydration brand by Factory LLC, built for people who move, connect, and live life out loud, today announced the appointment of William Meissner as President, effective June 22, 2026.
Meissner joins at a moment of significant momentum for ROAR. The brand is currently running its largest marketing investment to date, the “Live Out Loud” summer campaign across YouTube, connected TV, Meta, and owned social, with paid media concentrated in San Diego and Phoenix. His appointment coincides with ROAR's expansion into new channels with pack-form innovations including multipacks and cans.
Meissner brings decades of experience building and accelerating beverage brands across every stage of growth. Most recently, he served as President and Chief Marketing Officer of Splash Beverage Group. Previously, he served as Chief Executive Officer of Sweet Leaf Tea and Tradewinds Tea, Chief Executive Officer of Jones Soda, and President of Talking Rain Beverage Company, where he helped accelerate the growth of Sparkling ICE. Earlier in his career, he served as Chief Marketing Officer of FUZE Beverages and NOS Energy Drink, helping further the growth of both brands within The Coca-Cola Company, and began his career as Brand Director for SoBe Beverages in the entrepreneurial phase and post-acquisition at PepsiCo, establishing one of the category’s first disruptive functional beverage brands.
“ROAR has built something real ... this is a brand with genuine momentum, a consumer who is already showing up, and a point of view the category has been missing,” said Meissner. “After years helping early-stage brands find their footing, I see an opportunity to help ROAR realize its full potential. This is just the start of a much bigger story.”
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