WIZE Beverage Co. PBC
Fractional CMO + Board Member · 2026–Present · Functional Beverage / Coffee Leaf Elixir
THE BRAND
WIZE Beverage Co. PBC is a purpose-driven, category-creating functional beverage company producing an infinitely mixable coffee leaf elixir — a first-of-kind beverage that delivers smooth, sustained energy and cognitive support from the coffee plant’s leaf rather than its bean. With a light, naturally sweet flavor that blends seamlessly into any drink, WIZE opens up a new world of functional beverage possibility for health-conscious consumers. WIZE is a Public Benefit Corporation with a mission rooted in regenerative agriculture, farmer partnerships, and conscious consumption.
THE ENGAGEMENT
Tracy Van Hoven serves as both a Board Member and Fractional CMO for WIZE, providing senior strategic leadership across brand architecture, positioning strategy, messaging hierarchy, and phased go-to-market planning. The engagement spans brand identity through retail launch infrastructure — building the commercial foundation for WIZE’s introduction into the specialty café and natural products retail channels.
SCOPE OF WORK
• Full brand positioning architecture and messaging hierarchy
• Go-to-market strategy for phased café and retail launch
• Consumer segmentation and psychographic framework
• Channel strategy: specialty café, natural retail, DTC
• Board-level strategic advisory and investor-facing brand narrative
