Exclusive: Liquid I.V. names Jenny Danzi CMO as it eyes next growth chapter
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Jenny Danzi. Photo illustration: Axios Visuals. Photo: Courtesy of Liquid I.V.
Liquid I.V. has named former Poppi executive Jenny Danzi its chief marketing officer, bringing on a veteran beverage marketer as competition intensifies in the powdered hydration category.
Why it matters: Liquid I.V. helped build the category, but Danzi sees an opportunity for growth in turning loyal customers into vocal advocates and making communications central to that strategy.
- "With success comes competition," Danzi told Axios. "The challenge will be how do we tell that story to more people, and then not just how do you love the product, but how do you feel a sense of community with the brand."
- Danzi joins after leading brand, creative, culture and media at Poppi, following more than 17 years at PepsiCo, where she worked across Pepsi, Mountain Dew and other beverage brands.
Context: Unlike sneakers or branded water bottles, you can't necessarily tell when someone is drinking Liquid I.V. after a workout.
- Danzi described the product as "highly functional, aspirational, but not something that you immediately know is a badge value brand."
- She wants to generate "enough shareable news that people actually want to share the gospel of Liquid I.V.," whether that's new flavors, clinical research or branded merchandise.
Zoom in: Liquid I.V. built its brand around scientific credibility and cultural relevance. Danzi wants to connect those strengths by showing consumers what the science means for them personally.
- "Why is hydration important to you as a person?" Danzi said. "How do we make sure that when you're standing at the shelf, you're choosing Liquid I.V. because you understand that science-backed product and what it's going to do for you?"
Between the lines: Danzi sees creators as both a media channel and a relationship-building opportunity, requiring brands to balance short-term visibility with sustained partnerships.
- "There will be moments where it's a one-off pulse to make it feel like it's everywhere on the internet, and there should be a real always-on lane that is a direct relationship with creators," she said.
- She said creators are most effective when they have direct relationships with people representing the brand, understand its worldview and are "given the space to interpret that for their audience in an ownable way."
Zoom out: Danzi will also oversee communications, a function she believes should help develop marketing strategy rather than simply promote campaigns.
- "Communications should be a pillar of every marketing leadership team," she said. "I don't think they are a recipient of the brief. They should be a partner in building it."
- That partnership should ensure that "from product all the way to the person drinking it, there's a clear through line that makes sense," she said. Otherwise, brands risk losing the shareability and buzz that make their stories travel.
The bottom line: Danzi's bet is that Liquid I.V.'s next phase of growth will depend on giving customers compelling reasons to tell others about it.
