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Lisa Bratkovich

Lisa Bratkovich

ChromaDex Corp. (Nasdaq: CDXC) named Lisa Bratkovich chief marketing officer, effective June 4.

The Irvine-based nutraceutical maker's main retail product Tru Niagen is said to boost overall energy and have antiaging benefits. The company shifted from being an ingredients maker in others' products to selling its own line directly to consumers, after Hong Kong billionaire Li Ka Shing, who owns global retail chain, invested $25 million in the company last year.

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Bratkovich has been running her own direct-to-consumer marketing firm for two years; she previously worked 13 years at El Segundo-based infomercial producer and advertising firm Guthy Renker, ending as senior vice president of marketing. While there she helped build Proactiv and Meaningful Beauty, among other products, into better-known health and beauty brands.

“Lisa’s expertise in direct response and brand marketing, particularly in the anti-aging space, is what ChromaDex needs to make Tru Niagen a global brand,” said President and Chief Operating Officer Robert Fried.

Fried will replace Chief Executive Frank Jaksch on June 22, according to an earlier press release.