CORE Natural Water
CORE Natural Water
Eric Berniker is currently CMO at CORE Natural Water.
Prior to CORE, Eric was VP, Consumer Engagement & Innovation at B&G Foods, acquirer of Pirate Brands - maker of Pirate’s Booty. Previously Eric was the Vice President of Marketing and Executive Team Member for Pirate Brands where he helped moms and families give the heave-ho to unhealthy snacks by helping them discover healthy treasures like Pirate’s Booty, Smart Puffs and Tings. In this role, he helped steer the strategic direction of the company as well as direct the overall brand strategy including advertising, public relations, movie/tv partnerships (e.g., Walt Disney’s Pirates of the Caribbean, Nickelodeon’s SpongeBob, Marvel’s Avengers, etc.), social media and experiential field marketing . Pirate Brands was acquired by B&G Foods for $195M in 2013.
Prior to joining Pirate Brands, Eric was the Senior Vice President of Brand Marketing at glaceau. Over his 7 years at the company, he directed the marketing strategy that helped grow vitaminwater and smartwater from small entrepreneurial brands ($25 million in revenues combined) to the #1 water and the #1 premium water respectively in the country ($700 million in revenues combined). In this role, he gained valuable knowledge and experience related to developing teams and evolving marketing strategies for the accelerated life-cycle of a brand and company. Using grassroots as well as traditional marketing strategies including high profile partnerships with celebrity and sports icons such as 50 Cent, Jennifer Aniston and Shaquille O’Neal, glaceau was labeled “one of 10 brands to rock the world this decade” by AdAge. glaceau was acquired by The Coca-Cola Company for $4.1B in 2007.
Eric began his marketing career in brand consulting at Sterling Brands working on new product innovation, positioning and design projects for Fortune 500 companies.
Eric earned an MBA from the Harvard Business School and a BS with honors from Cornell University. He currently lives in New York with his TV producer wife Jennifer, his 4 year old daughter Delilah and his 1 year old son Max