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Press Releases


Kelly Neel Named Head of Global Sales for Outdoor, Shannon Randlett Appointed Head of Retail, Tara Lundy Promoted to Chief Brand Officer

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BALTIMORE (April 28, 2021) – LifeStraw®, a global leader in water filtration, today expanded its female leadership team naming Kelly Neel head of global sales for the outdoor channel and Shannon Randlett, head of mass retail. Neel will lead sales growth and product strategy, while Randlett will be responsible for LifeStraw’s mass retail operations. Together, they have over 25 years of proven experience in their respective fields and will play a critical role in driving global growth. In addition, Tara Lundy, who has been with LifeStraw and its parent company, Vestergaard Frandsen, for over nine years was promoted to chief brand officer.

Before LifeStraw, Neel worked at REI, where she held critical buyer and merchandising roles. In her new position, Neel will lead the sales team, be responsible for building sales and new customer acquisition, determine product segmentation strategy and manage field marketing executions.

Randlett, an award-winning marketing leader and seasoned sales strategist, brings her 14 years of expertise in go-to-market execution and channel sales strategy. Previously, she led marketing at iRobot and SharkNinja. Randlett will lead all mass retail operations for online and in-store channels working in tandem with the marketing team to increase market share.

Lundy, who was instrumental in helping the brand earn its recent B Corporation status, will continue to lead all marketing, social impact and sustainability programs. She will steer strategic communications, while effectively communicating LifeStraw’s ongoing humanitarian and sustainability efforts and direct retail and sales strategies within the outdoor and home markets.

“Shannon and Kelly’s proven track record will be invaluable as we accelerate LifeStraw’s offerings in the home and outdoor markets,” said Alison Hill, CEO.

“Each brings amazing expertise that will drive recognition and market growth for the LifeStraw brand. Now, in partnership with Tara, an incredibly accomplished branding pro, we have a

strong team that will not only develop sales strategies, but also, enhance our retail channel initiatives.”

About LifeStraw

LifeStraw is a public health company on a mission to make water safe to drink. The original LifeStraw filter, which converts microbiologically contaminated water into safe, potable water, was introduced in 2005. LifeStraw’s Guinea Worm filter has also become instrumental in the near-eradication of Guinea worm disease. Today, LifeStraw products are used in more than 64 countries by schools, clinics, outdoor enthusiasts, adventure travelers and households, and are regularly deployed to support communities impacted by emergencies or natural disasters requiring potable water. LifeStraw’s innovative water filtration technology is rigorously tested by independent laboratories and leveraged across some of the harshest environments around the world. The company’s suite of water filtration options is sold in retail stores in North America and Europe and online at

Media Contact
Charlotte Daher de Garcia
CGPR 781.710.7284