Ron Antriasian
Verified Expert in Management Consulting
Management Consulting Expert
Boston, MA, United States
Toptal member since June 19, 2025
Ron brings over 20 years of executive, organizational, and P&L management experience in the nutraceutical industry. At Life Extension, Ron built the wholesale channel into an annual business worth $85 million and collaborated with product development, quality assurance, and marketing to drive company growth. At Zenwise, he launched the wholesale channel and, as with Life Extension, serves on the executive team, reporting directly to the CEO.
Career Highlights
Education Highlights
Case Studies
Industry-first Program for Physician Resellers
Expertise
- Cross-functional Collaboration
- Microsoft Office
- P&L Responsibility
- Retail Strategy
- Sales Management
- Sales Operations
- Senior Executive Management
- Team Management
Work Experience
Vice President, Sales
Zenwise
- Directed strategies for B2B growth through domestic retailers like Walmart and TJX, eCommerce partners including Vitacost and iHerb, and international eCommerce platforms such as Coupang, Amazon Mexico, and Mercado Libre.
- Launched products in 1,000 Walmart stores and 2,200 TJX locations, including TJ Maxx and Marshalls.
- Expanded Walmart presence to 1,200 doors in 2024, driving overall business growth alongside robust international expansion. Delivered 117% growth in 2023 through international markets and 64% growth in 2022 via key reseller acquisitions.
- Closed deals with Vitacost, iHerb, Walmart.com, and Coupang to strengthen online presence.
- Managed the quality assurance (QA) and quality control (QC) department to ensure compliance with labeling and claims regulations.
- Collaborated with the supply chain to ensure optimal inventory levels through accurate forecasting and product development to identify industry trends, market gaps, and product formulations.
- Partnered with finance to define promotional and trade allowances to meet contribution margin goals, and with marketing to design effective shelf and off-shelf merchandising.
Co-founder and Managing Partner
VMS Connect
- Performed marketplace analysis to support nutraceutical companies in developing competitively positioned products in formulation, potency, and price.
- Partnered with marketing and web teams to create branding elements, tagline messaging, and customer-focused web copy.
- Developed wholesale channel collateral, including contracts, standard operating procedures, minimum advertised pricing (MAP) guidelines, and return policies.
Vice President, Sales and Business Development
Life Extension
- Launched the wholesale channel for Life Extension, introducing the brand to various partners, including national, regional, and local vitamin and health food stores, pharmacies, grocery stores, e-tailers, and catalog distributors.
- Grew Life Extension's wholesale channel to $85 million in annual revenue by 2018, reflecting a 78.75% compound annual growth rate over 10 years through strategic development and management.
- Developed and oversaw a national sales team and support infrastructure, totaling 20 staff members, including 12 regional sales managers, a key account manager, and administrative personnel.
- Coordinated wholesale and direct-to-consumer (D2C) pricing strategies to prevent channel cannibalization and ensure compliance with MAP policies.
- Managed channel profit and loss to consistently achieve a minimum 25% EBITDA over a 10-year period.
- Oversaw and approved 300+ deals, contributing $150 million in wholesale revenue.
- Secured key eCommerce accounts, including Amazon, Vitacost, Drugstore.com, and GNC.
- Established partnerships with prominent national and regional chains such as Vitamin Shoppe, Heinen's, Publix, and Fruitful Yield.
- Secured the two largest brokers in the U.S. clinical channel—Emerson Ecologics and Natural Partners.
- Designed and implemented a KPI-based compensation program to ensure team objectives support corporate strategy.
Education
Master's Degree in Business Administration (MBA)
Duke University, Fuqua School of Business - Durham, NC, USA
Bachelor's Degree in English and Economics
Tufts University - Medford, MA, USA
Skills
Finance
Physician Compensation
Other
Microsoft Office, Sales, Team Management, P&L Responsibility, Cross-functional Collaboration, Business Administration, Sales Management, Business Development, Marketing, Sales Operations, Senior Executive Management, Retail Strategy, Consulting, Communications Management, Economics, New Products, General Management, Strategy, New Business Development, Team Coaching, Team Mentoring, Team Leadership, Sales Forecasting, Retail Management, eCommerce
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