Sauer Brands, Inc., a prominent force in the food industry known for its iconic brands and robust portfolio of flavor-enhancing products, has announced a trio of strategic executive appointments that underscore the company’s ongoing growth trajectory and its commitment to transformation. The newly appointed leaders—Jeremiah Ashukian as Chief Financial Officer (CFO), Wendy Fiel as General Counsel, and Tom Lee as Chief Strategy and Transformation Officer—will officially step into their roles between late June and mid-July 2025.
These new additions to the executive team come at a pivotal time for Sauer Brands as the company advances its strategy to expand distribution, invest in its brands, and enhance operational capabilities. The appointments signal a reinforced commitment to building an agile, innovation-driven leadership structure that is well-positioned to scale the business for long-term success.
All three leaders will report directly to CEO Yuri Hermida and will become members of Sauer Brands’ Executive Leadership Team. They will collaborate closely with current senior executives, including Clay Matthews (Chief Operating Officer), Brad Wile (Chief Growth Officer), Paula Benedetto (Chief Sales Officer), and April Timmons (Chief People Officer), to drive strategic priorities across the organization.
Accelerating Growth and Investment
Sauer Brands’ latest executive appointments come amid a phase of sustained growth and heightened consumer demand for its diverse lineup of food products. The company is widely recognized for brands such as Duke’s Mayonnaise, Mateo’s Gourmet Salsa, and Kernel Season’s, which are sold nationally across retail and foodservice channels.
“As we continue scaling our operations and deepening our investment in brand innovation and customer experience, it’s essential that we bring on visionary leaders with the capabilities to navigate complexity, foster collaboration, and execute with precision,” said CEO Yuri Hermida. “Jeremiah, Wendy, and Tom each bring decades of experience, proven leadership in their respective domains, and a shared commitment to people-first, purpose-driven work. We are thrilled to welcome them to the Sauer Brands family at such a transformational time for our business.”
Jeremiah Ashukian: Driving Financial Performance and Discipline
Jeremiah Ashukian will officially assume the role of Chief Financial Officer on July 14. He brings over two decades of high-impact financial leadership within the global food industry. Most recently, Ashukian served as Executive Vice President and CFO at Krispy Kreme, where he played a key role in strengthening global financial operations, managing enterprise risk, and fueling expansion initiatives.
Prior to his time at Krispy Kreme, Ashukian spent over 20 years at Mars, Inc., where he held various finance leadership positions—including regional CFO roles for both North and South America—within the company’s confectionery division. At Mars, he helped lead large-scale transformations and finance modernization initiatives, driving operational efficiency and shareholder value.
Ashukian’s experience managing complex P&Ls, aligning finance with strategic business goals, and building strong teams makes him an essential leader as Sauer Brands continues to invest in scalable systems and data-driven decision-making.
Wendy Fiel: Strengthening Legal Strategy and Corporate Governance
Wendy Fiel, who began her new role as General Counsel on June 30, brings over 20 years of legal and regulatory experience in the consumer packaged goods (CPG) industry and private legal practice. Most recently, she served as Chief Legal Officer and Corporate Secretary at Sabra Dipping Company, where she built and led the legal function from the ground up.
At Sabra, Fiel played a critical role in overseeing legal and regulatory matters related to marketing, human resources, food safety, quality assurance, and procurement. Her work ensured legal alignment with commercial strategies and supported the company’s fast-paced innovation and compliance initiatives.
Before her tenure at Sabra, Fiel held senior legal positions at Heineken USA and The Nature’s Bounty Co., where she advised executive teams on a range of matters, from product innovation and advertising to complex litigation and risk management. Her extensive experience across dynamic, regulated industries makes her well-suited to support Sauer Brands’ continued growth and evolving legal needs.
Tom Lee: Leading Strategy and Enterprise Transformation
Tom Lee will take on the role of Chief Strategy and Transformation Officer, effective July 14. With more than 20 years of experience in strategic planning, M&A, and corporate finance, Lee will lead Sauer Brands’ efforts to align cross-functional initiatives with long-term value creation goals.
Prior to joining Sauer Brands, Lee served as Senior Vice President of Strategy and M&A at Sovos Brands, where he led enterprise-wide growth initiatives and played a key role in building the company’s strategic roadmap. His leadership was instrumental in Sovos’ successful sale to Campbell Soup Company in March 2024, a deal that highlighted the effectiveness of his M&A and integration strategies.
Earlier in his career, Lee spent a decade as a senior investment banker at J.P. Morgan, advising global consumer companies on mergers, acquisitions, and capital markets activities. His deep understanding of market dynamics, investment strategy, and change management will be critical as Sauer Brands evaluates new growth avenues and operational efficiencies.
