Primo Brands Overhauls Leadership to Streamline Operations

The company has appointed Vaughn Dickinson as the new President of Customer Direct & Go-to-Market. Dickinson, an industry veteran with experience at PepsiCo, is tasked with enhancing service reliability and scaling distribution networks. His arrival marks a deliberate attempt to place decision-making power closer to frontline associates and retail partners.

Robert Austin, the current Chief Operating Officer, will depart the organization at the end of the year. Foss noted that the Direct Delivery channel is currently trending toward modest growth, providing the necessary stability to simplify the executive hierarchy. By removing the COO position, the company intends to increase enterprise visibility and improve response times to shifting market demands across its North American beverage portfolio.