Lighthouse Strategies, LLC, Expands Executive Team with CPG Industry Titan

From leading functional beverage brand, Maikel van de Mortel takes a position with Leading Portfolio Management Company.

Lighthouse Strategies LLC (“Lighthouse”), a finance, research & technology, and portfolio management company, today announces the expansion of its executive team with the hiring of Maikel van de Mortel, Executive Vice President of Marketing. This expansion will further assist Lighthouse’s aggressive growth plans across all of the brands within their portfolio.

As former Vice President of Marketing and Branding at leading functional beverage company, So Good Brand, Inc., Maikel van de Mortel brings an extensive background of building brands within emerging markets, specifically in the functional beverage, natural, and organic foods space. In his role, van de Mortel will continue to build and manage Lighthouse’s marketing team, supporting comprehensive branding, marketing, content, public relations, ecommerce, and product launch initiatives for the company.

“Having built dozens of national and global brands, and launched numerous new products and campaigns for widely-recognized brands like General Mills, I’m ecstatic to bring my expertise to Lighthouse, helping leverage its first-to-market brands and create new categories along the way,” said Maikel van de Mortel, Executive Vice President of Marketing. “With an extensive background in the health & wellness market, I’m looking forward to propelling the whole suite of innovative products to the next level.”

“With our company growing at a steadfast pace, it’s important we build a team of experts who have optimal and diverse experiences within the industry,” commented Michael Hayford, President Lighthouse Strategies. “With the addition of Maikel van de Mortel, the Lighthouse team is well suited in continuing our growth trajectory to becoming a prevalent force across multiple industries.”

Lighthouse Strategies has built a disciplined and market diversified portfolio of companies ranging from food and beverage services, and breweries. For more information about Lighthouse Strategies, visit