Sampling network Blobfish International has appointed former Coca-Cola executive Amanda Millán as its new US business development manager.
The appointment comes as Blobfish builds on strong momentum in the US, including a collaboration with CloudKitchens, led by Uber co-founder and CEO Travis Kalanick, as part of its US rollout. The partnership builds on an existing global relationship between Blobfish and CloudKitchens across Australia and the UK.
In the newly created role, Millán will lead Blobfish International’s US development, building relationships with brand partners, growing its sampling and distribution network across the US, and working with brands to identify the most effective sampling strategies to drive trials, and expand their reach.
Millán joins Blobfish International following a seven-year stint at the Coca-Cola company, most recently as Connected Commerce Senior Manager in the Sydney-based marketing team, where she led connected commerce strategy development for retail, commerce and foodservice customers, including Uber, DoorDash, Coles360 and Cartology.
Millán began her career on the Sam’s Club team at the Coca-Cola company in the US, before relocating to Australia where she led the eGrocery and Away-From-Home portfolios across Australia and New Zealand, including the launch of Coke & Go, a roll-out of unattended retail coolers across the country.
She also worked on a Coca-Cola and Uber campaign focused on the 2023 FIFA Women’s World Cup that was shortlisted for a Cairns Crocodile Award.
Millán’s appointment at Blobfish sees her return to a US-based role as the company targets a US sampling market worth an estimated $4 billion per year. Spending on sampling in the US has doubled since 2009, when the market was valued at around $2 billion.
Blobfish International founder and CEO, Nic Cann, said: “We already have strong momentum in the US, with our sampling network including CloudKitchens and working with brands such as Kellogg’s and Rockstar Energy, and Amanda will help fuel that growth.
“Amanda is a valuable new addition to our business, bringing experience and passion for the sampling sector. Leading business development in the US, Amanda will be crucial in building on the strong sampling and distribution network we’ve already established, while also supporting the next phase of growth, helping more brands get products directly into consumers’ hands through targeted, on-the-ground and experiential sampling campaigns.”
Commenting on her appointment, Millán said: “When I finished at Coca-Cola, I knew I was looking for a role that continued to challenge me creatively and strategically. Joining the Blobfish team seemed like a natural next step.
“I am excited to be supporting Blobfish’s growth and presence in the US, particularly as it seeks to establish a stronghold on the international sampling market. I look forward to working with Nic and the team to continue their great work in the US and build the business here.”
Since its 2015 Australian launch, Blobfish has become Australia’s only sampling network, working with partners across food delivery (Uber Eats, Deliveroo and Just Eat), Airbnb and hotels, ride share vehicles (Uber and Ola), gyms, pilates, and yoga studios, childcare centres and office tower environments for brand sampling opportunities in their environments.
Millán’s appointment is effective immediately.
