Vice President, Corporate Strategy
Green Mountain Coffee Roasters
Kevin Hartley is a nationally recognized brand strategist and entrepreneur, whose specialty is differentiating commodities to capture massive market share. In his current role, he is responsible for strategy, M&A, and innovation at Vermont-based Green Mountain Coffee Roasters. The company leads the single-serve coffee revolution in North America with its Keurig branded brewers and multiple coffee brands, including Green Mountain, Tully’s, Newman’s Own, Timothy’s World Coffee, Diedrich Coffee, and many others.
Prior to joining Green Mountain Coffee, Mr. Hartley founded Green Planet Partners, a full-service strategic marketing company that specialized in quantitative and qualitative analysis to radically impact marketing and sales results. For ten years, Mr. Hartley and his partners drove numerous Fortune 100 and Fortune 500 engagements in marketing strategy, marketing research, advertising, and business development in both consumer and business-to-business settings.
Earlier, Mr. Hartley founded Green Mountain Energy, the nation's first deregulated electricity brand. The brand dominated marketing activity in the states that first allowed competition and became the fastest company to reach the $100 million sales mark in Vermont history. It was sold to British Petroleum in 2000 and positioned as a cornerstone of that company’s “Beyond Petroleum” strategy. In 2005, Green Mountain Energy surpassed $500 million in sales.
Mr. Hartley’s most recent entrepreneurial endeavor is the Vermont Energy Co., an intuitive retail concept and response to a unique consumer problem: the disappointment of more than half of Americans with the current convenience store model. Starting with an initial location (a second is slated to open later this year), management intends to build the Vermont Energy Co. into a green, funky, 200-unit convenience store and gas station chain, and to radically transform America’s convenience store landscape.
Mr. Hartley holds a BS with high honors from the University of Vermont in finance and marketing, and an MBA from the University of Colorado, where he was valedictorian. He lives in Vermont with his wife, Kristin, and three children.