ChromaDex Corp., Irvine, CA, has appointed Lisa Bratkovich as chief marketing officer. Ms. Bratkovich is joining ChromaDex from Direct Upside Group, a direct-to-consumer marketing and customer experience transformation consulting firm, where she has served as CEO and principal since 2016. Prior to starting her own firm, Ms. Bratkovich spent 13 years at Guthy|Renker, where she served as senior vice president of marketing.
 
Ms. Bratkovich has spent her career growing and refining the branding, marketing and customer experience of numerous direct-to-consumer products, most notably helping catapult brands at Guthy|Renker, such as Proactiv and Meaningful Beauty, into renowned health and beauty brands, each with hundreds of millions of dollars in annual revenue.
 
“Lisa’s expertise in direct response and brand marketing, particularly in the anti-aging space, is what ChromaDex needs to make TRU NIAGEN a global brand,” said President & Chief Operating Officer Rob Fried. “Her presence on the senior leadership team is welcomed, and we are thrilled to have her lead our marketing efforts.”
 
“I have worked on many brands throughout my career, but I see an extraordinary opportunity to build TRU NIAGEN into a household name across the globe,” said Ms. Bratkovich. “We have unparalleled scientific research behind our product, and that will remain one of the most valuable marketing tools as we expand our robust direct-to-consumer marketing strategy.”
 
Ms. Bratkovich is a graduate of the University of California – Los Angeles and is a board member of Girls in Tech, Los Angeles, which empowers women with education, resources and tools to help advance their careers in technology. She is also a board member of Organization of Women Executives, a Southern California peer network of high-achieving, executive-level women.