Alex Uruchurtu
Fmr. CPO at Dr. Squatch (Acq. by Unilever for $1.5B)
About
Alex Uruchurtu was Chief Product Officer at Dr. Squatch, where he helped scale the brand from 7 figures to mid 9 figures in revenue before Unilever acquired it for $1.5 billion in 2025. Before Dr. Squatch, Alex spent two years at Bain & Company advising Fortune 500s on growth strategy, then moved to Marlin Equity Partners evaluating investments in consumer and technology companies. He joined Dr. Squatch in 2019 and led product strategy through the company's transformation from a single-SKU soap brand to a full men's grooming portfolio sold nationwide at Walmart, Target, and Kroger. Alex oversaw product innovation across body wash, deodorant, hair care, and skincare while maintaining premium positioning and expanding from pure DTC to successful omnichannel distribution. His combination of strategy consulting, private equity, and CPG operating experience gives him both the financial lens of an investor and the execution instincts of an operator who's actually built and scaled products. He studied Economics and Global Health & Health Policy at Harvard and now works with CPG founders navigating product expansion, retail strategy, and growth at scale. Alex can help you with: 1. Product portfolio strategy and category expansion 2. Scaling DTC to retail without killing margins 3. Unit economics and premium pricing strategy 4. Preparing for investment or acquisition 5. Product development and supply chain optimization
Experience
Chief Product & Innovation Officer at Dr. Squatch
Led Dr. Squatch from early stage to acquisition by Unilever.
Investment Associate at Marlin Equity Partners
Marlin Equity Partners is a global investment firm with nearly $10 billion in capital commitments specializing in the software, technology and services sectors.
Consultant at Bain & Company
Bain & Company is a global consultancy that helps the world’s most ambitious change makers define the future.
5.0
Guy H
Alex has been there and done that and offers excellent insight into the process-looking forward to checking back in with him.