HTeaO, an iced tea franchise backed by Crux Capital and Trive Capital, has added Heath Nielsen as president.

In his new role, Nielsen will work to drive the brand’s unit-level economics to help franchisees with success. Nielsen brings over 25 years of retail and brand management experience to the franchise brand. He previously served as chief retail officer of Black Rifle Coffee Co., leading retail development, innovation, planning, construction and operations. He also held the role of chief executive officer at Just Food for Dogs, where he led the omnichannel business with over 300 retail locations across the U.S. He was senior vice president, U.S. and Canada for Nestle Coffee PartnersStarbucks division, leading operations and overseeing the merger and operations of Starbucks food service into the Nestle organization. Prior to those positions, Nielsen was senior vice president, U.S. divisions and Canada branded solutions for Starbucks and served in senior leadership roles at Sony Corp. and Vail Resorts.