Robbie Thain Founder
Founder & CEO @Makai
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WORK HISTORY
Founder & CEO @Makai
Los Angeles, CA, US
Makai is an experiential and retail activation partner for CPG and beverage brands — designing and running programs that turn shoppers into loyal customers.• Founded and lead a full-service engagement marketing agency delivering roadshows, Costco/club demos, retail activations and sponsorship programs across the U.S.• Built the Permit-to-Performance model: one accountable owner for permitting, routing, fabrication, staffing, logistics, compliance and reporting.• Led multi-market campaigns (5–50+ cities) for brands in Beverage, CPG, Auto, Tech and Entertainment — from concept and route planning to in-store execution and post-event analytics.• Managed mobile builds and retail environments: vehicles, pop-ups, trade show booths and in-store experiences designed to drive trial and sell-through, not just impressions.• Developed KPI frameworks and reporting that track impressions, demos, redemptions, content, CPL/CPE and store feedback, giving marketing and sales teams confidence in field performance.• Grew and managed national crews and partner networks to deliver consistent SLAs, Aloha-level hospitality and on-brand experiences at scale.
EDUCATION
Loyola Marymount University
Political Science, business / political science / history
ABOUT ROBBIE THAIN FOUNDER
For 30 years I’ve helped CPG and beverage brands win in the real world — not just on a slide.I partner with Brand & Field Marketing leaders running multi-market demos, Costco/club programs, roadshows, and trade show activations who can’t afford permit drama, vendor chaos, or “nice-looking” events that don’t move cases.We build and run experiential + retail activation programs that make people taste, touch, and feel your brand — so strongly they choose it instinctively, again and again.WHO WE HELP:• Brand & Field Marketing leaders at CPG and beverage brands• Trade/Shopper Marketing teams running Costco, club, grocery and mass retail• Founders & CMOs who need real-world trial, not just impressionsCOMMON CHALLENGES:• Entering new retailers or regions and need a field program that actually sells• Stagnant sell-through even with distribution + media• Fragmented vendors across permitting, builds, staffing, logistics• Last-mile chaos: late permits, inconsistent crews, unclear budgets, weak store feedbackTHE TRANSFORMATION:• From scattered ops → turnkey programs launching across 5–50 markets• From “Did it work?” → reporting you can take to buyers or the C-suite• From one-off stunts → repeatable activation systems that scaleHOW MAKAI WORKS — Permit-to-Performance:We own the whole chain so you don’t have to:• Site strategy, routing, timelines• Permitting + compliance• Mobile builds, pop-ups, in-store setups• Staffing, training, on-site leadership• Warehousing, logistics, asset management• Real-time tracking + dashboards (impressions, demos, redemptions, content, CPL/CPE)WHERE WE PLAY:• Costco/club + grocery demos• CPG & beverage tours and sampling programs• Trade show activations (e.g, Expo West)• Pop-ups, mobile experiences, live trialsWHY BRANDS STAY:• 30 years of field execution in LA, NYC, CHI, HOU + nationwide• One accountable owner instead of five vendors• Teams who read body language in aisle 7 as well as dashboards in HQCUSTOMER FEEDBACK:• “Makai turned a 12-city tour into a single smooth operation — flawless permits, zero surprises.”VP Marketing, Global Beverage Brand• “On time, on budget, and our best engagement metrics this year. Reporting made approvals easy.”Brand Director, Automotive Planning a launch, tour or retail activation?Let’s pressure-test feasibility, risk, and cost in 15 minutes.• Book a call: https://calendly.com/robbiethain/robbie-thain-makai• Request a proposal: Email: r•••••@makaiinc.com
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