New round of CFO appointments

Florida-based pet nutrition company Better Choice Company appointed Carolina (‘Nina’) Martinez as its permanent Chief Financial Officer following her interim role in the position. 

Previously, Martinez served as interim CFO at ONE10 Advisors, a consultancy of strategic finance and accounting solutions, where she led the process of initial public offering (IPO) readiness.

She also held a leadership role at PricewaterhouseCoopers, a global professional services provider, and has experience in the retail and consumer sectors.

Martinez is expected to lead Better Choice’s financial strategy and functions, acting directly below CEO Kent Cunningham,

“Nina brings valuable restructuring and process improvement experience along with proven judgment, and I am thrilled to team up with her to lead the way to profitable growth,” says Cunningham.

Martinez looks forward to unlocking opportunities for Better Choice and its Halo brand portfolio.

“Our recent restructuring positions us to achieve financial and operational stability in the near future. We are focused on our core strengths and continued margin improvement for the balance of the year and into 2024,” she comments. 

Pet Food Express

Hayden Tollas has been appointed the new CFO for California-based omnichannel pet retailer Pet Food Express (PFE).

This follows his most recent role as the CFO and Head of Strategy at American clothing firm Old Navy, where he navigated supply chain issues and changed customer shopping trends while helping boost sales to an all-time high in 2021. 

Tollas is expected to work with PFE’s leadership team, employing data-driven insights to attract ongoing investments in the company’s business model and optimize market expansion within and beyond California.

“PFE’s mission-driven approach and my experience in multi-site retail and e-commerce align perfectly with this opportunity, and I am excited to work with the team to continue to scale and further enhance the business to better serve our customers,” the new CFO comments. 

CEO Denyelle Bruno congratulated Tollas, noting, “Hayden is well equipped for this position, and we are absolutely thrilled to bring him aboard as CFO as we continue to invest in the growth of the leadership team.”