Wallace transitions into the role after serving as senior vice president, a position he attained in 2025 following his initial hire as vice president of sales in November 2023. His new mandate requires aligning sales, marketing, and operations to expand the reach of the company’s wellness-focused products. CEO Tyler Holm noted that Wallace’s tenure has been defined by a consistent, customer-first approach to commercial expansion.

Before entering the consumer goods sector, Wallace built a background in data-driven sales management at firms including Kellogg Company and Danone. His professional trajectory reflects a transition from field artillery and military intelligence roles to corporate leadership, supported by a degree from the United States Military Academy at West Point. As the company seeks to scale its presence in the organic food market, Wallace will focus on deepening engagement across its retail and wholesale networks.