Base Culture, a Tampa-based company known for its grain free, gluten free, paleo baked goods and snacks, has welcomed new members to their leadership team, including Heidi Krauss as chief operating officer, Rob Smith as vice president of sales and Dennis Gilman as chief financial officer. In their new roles, Krauss, Smith and Gilman will be responsible for strengthening and strategically leading the company to drive continued strong double-digit growth. 

“I started Base Culture to create a platform of healthy baked goods alternatives that help individuals enjoy the foods and snacks they crave, while still meeting their dietary preferences,” said Jordann Windschauer-Amatea, CEO & Founder of Base Culture. “With the addition of Heidi, Rob and Dennis to the team, we are readying ourselves for significant growth in 2020 and in the years to follow. Base Culture has always been a passion for me, and it’s incredible to find a leadership team who is just as passionate as I am about the brand. They each bring a wealth of knowledge and expertise to the table, and together I believe the brand will soar to new heights.” 

Krauss, Smith and Gilman are each very experienced within the CPG and emerging brand space. Prior to joining Base Culture, Heidi Krauss was the chief marketing officer at Siggi’s Dairy where she led brand portfolio management, advertising and social media, new product development and innovation strategy, as well as PR/influencer strategy and strategic operating planning. She has also held senior leadership positions at Dannon and McKinsey.

“It’s an exciting growth stage for Base Culture and I am thrilled to join this talented and motivated team, led by our inspiring female founder,” said Heidi Krauss, COO of Base Culture. “As a wellness-oriented consumer and avid tracker of consumer trends, this is an ideal opportunity for me to work with a brand poised for significant growth by addressing today’s healthy eating trends.” 

Rob Smith, joins Base Culture from Hail Merry where he was the chief sales officer and honed his proven expertise in establishing and delivering breakout sales and financial targets. Additionally, Rob has held senior sales roles at Materne/GoGo Squeeze and Dr. Pepper/Snapple.

Dennis Gilman was most recently at Brownie Brittle, where he was the chief financial officer. While at Brownie Brittle, Gilman was able to execute multiple strategies, including cost reduction, revenue enhancement and organizational realignment to support revenue growth of 80 percent. Prior to that he oversaw finance and operations for Lucini Italia, a premium national Italian olive oil brand. 

With the new additions to the Base Culture leadership team, the brand is primed for continued strategic growth and innovation of the company's brand and products.

Base Culture is on a mission to change the way consumers enjoy baked goods, by creating the very best tasting products using a blend of clean, real ingredients. All of Base Culture's products are certified grain free, gluten free, paleo, Non-GMO, dairy free and preservative free, and have a focus on taste to help consumers embrace a healthier lifestyle.

For more information about Base Culture, please visit