Challenger soft drink brand Goodrays has pulled off a major coup by poaching Monster Energy’s director of marketing Richard Pilbeam as part of a concerted expansion drive.

The move sees Pilbeam leave one of the UK’s market leaders in favour of upstart alternative firm Goodrays, which primarily markets CBD-infused products.

Having initially joined Monster Energy five years ago as a marketing manager, Pilbeam progressed through the ranks to eventually head up the department, launching several new brands in the process.

“I am thrilled to join Goodrays, a dynamic company with immense potential to dominate the CBD drinks market,” Pilbeam said.

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“I’ve loved my journey at Monster Energy, marked by significant growth and working with some awesome people. Now, I’m stoked to bring my experience to Goodrays, helping to elevate their brand and expand their reach across further markets.”

Pilbeam will join the Goodrays senior leadership team alongside founder and CEO Eoin Keenan.

Keenan added: “While Richard was at Monster Energy he led rapid brand growth and accelerated sales exponentially. He brings both strategic and tactical knowledge from leading a heavyweight brand as well as the hustle mentality and guerrilla marketing experience after cutting his teeth at a variety of challenger brands and working agency side with major FMCG brands,”

“We’ve been growing 100% year on year for the past four years, introducing millions of people to CBD. We know that consumers love our product with our retention rate becoming best-in-class. The next step to supercharge growth is investing behind the brand, building awareness and driving trial. Richard is perfectly positioned to lead that part of our business.”