Nielsen has 25+ years of retail and brand management experience. As HTeaO President, Nielsen is responsible for enhancing the brand’s already positive, industry-leading unit level economics to help franchisees in the system find even greater success, while driving exponential franchise growth by attracting aspiring and existing entrepreneurs throughout the country. Nielsen previously served as Chief Retail Officer of Black Rifle Coffee Company leading all retail development, innovation, planning, construction, and operations. He also held the roles of Chief Executive Officer at Just Food for Dogs, where he led the fast growth omnichannel business with over 300 retail locations across the United States, and Senior Vice President, U.S. and Canada for Nestle Coffee Partners’ Starbucks division leading operations and overseeing the merger and operations of Starbucks food service into the Nestle organization. Prior to those positions, Nielsen was Senior Vice President, U.S. Divisions and Canada Branded Solutions for Starbucks overseeing all franchise café and foodservice operations in North America, and served in senior leadership roles at Sony Corporation and Vail Resorts. Before his corporate experience, he began his career in the U.S. Army 10th Mountain Division.