About Tom Keeney

A recognized category disruptor, innovator, and developer of teams and brands, he has played pivotal roles in the growth and success of Mucinex, Biofreeze, TheraPearl, Hint, Vitaminwater, Smartwater, and SoBe. With more than 25 years of experience, his legacy is defined by transformative results that have shaped industries and driven sustained growth

He is a proud father of four sons and is deeply committed to family. He and his wife Shannon, who grew up just three houses away in New Jersey, reconnected later in life and married in 2013. After spending nearly two decades in New England, he moved to Long Island and eventually returned to his roots in New Jersey, guided by a personal sense of purpose and passion for his family.

As the son of a carpenter, he inherited a builder’s spirit that fuels his professional journey. While he may not possess a craftsman’s skills with tools, his true talent lies in constructing strong, resilient brands. He believes the foundation of any great brand lies in disciplined groundwork and the vision to create opportunity for consumers. Passionate about the startup process, he has led teams from zero revenue through acquisition and excels at scaling brands with clarity and impact.