About Us

Bedrock levels the playing field for CPG manufacturers

Our Mission

At Bedrock, our mission is to provide tools that enable CPG manufacturers to make the most of their retail sales data. Focused on the needs and requirements of the CPG industry, we simplify and automate the use and communication of sales data and turn it into actionable insights.

In a business environment dominated by well-known brands and large manufacturers, Bedrock offers competitive advantages to small and mid-sized CPG manufacturers. Using Bedrock, our customers expanded to new international markets, eliminated competitors and generated millions in incremental sales.

Based in Oakland, California, Bedrock Analytics is privately funded. It is founded by graduates of Columbia University and Cornell University with over 30 years of collective experience in product management, marketing, analytics and technology.

Our Team

Will Salcido, Chairman & CEO

Will's CPG leadership experience in analytics, category management and marketing spans across Nestle, Novartis, Ghirardelli and Lindt. He led the creation and implementation of a custom category management solution across 12 countries for the Lindt Group. After leaving Ghirardelli in 2012, Will launched a boutique consultancy focused on analytics, branding and strategy for mid-market CPG firms. His knowledge of the CPG industry led to the founding of Bedrock Analytics Corporation. He holds a Bachelor of Science in Applied Economics and Management from Cornell University.

Edward Chu, Director of Engineering

Edward has a deep interest in learning new technologies and applying them to solve problems. He has over 10 years of experience in embedded and desktop software and frontend/backend development. Prior to joining Bedrock Analytics, he worked in the consumer electronics, research, legal analytics and advertising technology industries. During his career, Edward has worked in Hong Kong, the United Kingdom and the United States, giving him unique exposure to international market needs. He holds a Bachelor of Science in Electrical Engineering from U.C. Berkeley.

Peter Harvey, Director of Sales

Peter has worked in both the CPG and software industry. For eight years he was general manager of Formotion Products, a motorcycle accessories manufacturer with OEM sales and a dealer network of over 2,000 dealers nationally and internationally. In software Peter held management positions at database and development tools companies that included Computer Associates, Context Integration and Progress Software. A graduate of UC Berkeley, Peter enjoys spending time outdoors with friends and family.

Tina Chu, Sales Development

Tina started her CPG journey early on during her undergrad years. Her first job was a Brand Ambassador at Pirates Booty, which led her to work as a brand representative for many popular brands in CPG . Throughout her college years, Tina worked with so many brands that she quickly learned about CPG from many leaders in the industry. Tina's specialty is in Sales and Marketing, at Vita Coco she was a Sales intern and later became an Area Sales Manager for the San Francisco Bay Area. She was also the first Field Marketing manager in Northern California for RUNA. Tina graduated from San Jose State University with a Bachelors in Communications. On her free time, Tina likes to travel to new countries.

Vincent Park, Sr. Software Engineer

Vincent is a software engineer with a passion for exploring and developing the latest front-end technologies. His experience includes RESTful API design, data visualization, and JavaScript frameworks. When he’s not working, he loves sipping on milk tea, listening to trance, and eating kale salads. He holds a Bachelor of Arts in Philosophy, Politics and Economics from University of Pennsylvania.

Michael Tallia, Sr. Sales Manager

Michael began his career on the food broker side of the CPG industry, where he learned retail, marketing/analytics, and the sales process within the CPG industry. While at the broker, he serviced many top tier CPG companies such as McCormick, Hostess, Sabra, and Starbucks in marketing and sales roles. He then shifted to the manufacturer side as a Key Account Manager at Dannon. He developed a deep passion for consumer products and how to identify consumer trends and behaviors in the complex Northern California market for retailers like Safeway, Raley’s, and Savemart Corp. Michael holds a Bachelor of Science in Journalism & Communications from the University of Oregon and can be found rooting for his Oregon Ducks, Warriors, & Raiders when he’s not at work.

Marlene Robinson, Customer Success Manager

Marlene brings 21 years of CPG industry experience to the team. Holding a variety of roles in the Business Analytics and Category Management field, she has worked on the Category Captain team for Safeway with Diageo, been a buyer at Safeway for the Beer Category, worked at Crossmark as a Sales Director and has held analytics positions at Ghirardelli, Clorox and Diageo North America. Additionally, Marlene is an entrepreneur with two patents and a product that is sold around the world. Her deep knowledge of the CPG industry and entrepreneurial perspective give her a unique line of site to help Manufacturers speak to a variety of retailers through their data and develop tools to help drive results for Sales Teams.

Leo Li, Sr. Product Manager

Leo has a strong background in product management with experience in web application design, data analytics, user experience design, BI/reporting, and database schema design. With deep roots in entrepreneurship, he is specialized in value proposition design aligning the product strategy with an innovative business model. With an engineering background, many advanced projects he has worked on in the past such as autonomous vehicles and recommendation algorithms also give him a good technical perspective. He holds a Master of Engineering in Industrial Engineering and Operation Research from U.C. Berkeley.

Robert Esquivel, Customer Success Manager

Robert began his career at Johnson and Johnson learning advanced category analytics through their Sales Leadership Development Program. After J&J Robert was a senior sales planning analyst where he dug deeper into category analytics plus internal planning. He developed a passion for analytics and serving his customers with the best data to find a good story. Robert is originally from Miami and can be found around the Bay Area at local salsa dancing spots.

David Wu, Software Engineer

Prior to joining Bedrock, David held several software engineering intern positions working on projects ranging from full-stack web development to data analytics at several companies, including VigLink, Vidyard and BlackBerry. David is a graduate of the University of Waterloo in Canada and holds a Bachelor of Applied Science in Computer Engineering. He currently resides in San Francisco. When he is not pushing code, he can be found exploring San Francisco, playing pool or reading random articles.

Maya Blackburn, Sales Manager

Having a passion for the Natural and Organic food space, Maya started her CPG Career as a Sales Analyst at Annie's Homegrown. After a few years working on the Trade Marketing side, she transitioned to a Customer Account Manager role on the Conventional Grocery side for Annie's parent company, General Mills. She worked accross all brands including Big G Cereals, Progresso Soup, Betty Crocker, Nature Valley, and Yoplait. Maya was born and raised in the Bay Area, and enjoys spending time visiting local farmers markets and wineries with her friends and family.

Taras Lopukh, Software Engineer

Over the last seven years, Taras has worked on projects that require both software craftsmanship, which includes OOP design and agile development, and a research mindset. He has worked on mathematical modeling and developing embedded systems and big data solutions. He holds a Master of Science degree in Applied Mathematics.

Tyler Lee, Sales

Tyler started his CPG career in a fast growing soup company. Whilst he was there, he wore many hats from Field Marketing, to Account Management and occasionally jumping in on the manufacturing line. With intimate understanding of the growing pains of a CPG business, Tyler managed to navigate the constraints of little resources and leveraged data to achieve 80% yoy growth. He has called on key accounts like Costco, Whole Foods Market, Gelsons and Mollie Stones. Impressed with the power of data, he is an avid evangelist of using insights from data to grow. Tyler holds a Bachelors of Business Administration from the National University of Singapore

Konstantin Baev, Sr Software Engineer

Konstantin is an experienced software engineer with a focus on the front end and component-based single-page applications in particular. He holds a Master of Science degree in Applied Mathematics. In his spare time he likes to travel and is an avid bicyclist.

Bryan Ortiz, Category Analyst

Bryan began his career in the CPG industry as an account manager for The Hershey Company. During his time at Hershey’s he managed high volume accounts such as Walmart, Albertson Companies and Save-Mart. His passion for entrepreneurship drove him to develop visualization dashboards that helped his team developed better relationship with accounts and make better data driven decisions. Bryan holds a Bachelor of Science in Entrepreneurship and a Minor in Psychology from The University of Tampa. When he is not working he enjoys reading a book and spending time in the outdoors.

Our Investors

Work with us

Do you enjoy solving complicated problems? Would you rather do things than talk about them? Do you find the intersection between the CPG industry, retailers and data interesting?

Join us in our mission to level the CPG manufacturer playing field and change how the industry uses data. We offer a fun and dynamic environment where people are valued, respected and rewarded.

To apply to any of our open positions, please send your updated resume and cover letter to: careers@bedrockanalytics.com

Digital Marketing Manager @ Bedrock

Bedrock is seeking a motivated, experienced Demand Generation and Digital Marketing Manager at our rapidly growing startup to generate and nurture our B2B sales pipeline, in addition to building a world-class customer experience. He or she will be responsible for developing and building demand generation and digital marketing programs to meet revenue goals.  Responsibilities include developing a strong operation backbone of marketing tools and technologies to help the company scale.

The Demand Generation and Digital Marketing Manager will create and execute on the demand generation strategy for the business. A successful candidate will have a keen understanding of how to efficiently and effectively manage marketing resources to maximize business growth. He or she will define, create, execute and measure integrated marketing campaigns across a variety of channels with a focus on targeting sales managers in the consumer packaged goods (CPG) vertical.

This person will serve as the expert in our marketing automation system with a critical focus on scaling our customer base through online marketing. He or she will help us build our customer base, engage potential customers, reduce lead acquisition costs and increase customer engagement. This position will initially report directly to the CEO in Oakland, CA and over time to the VP of Marketing.

Position Requirements

  • Develop and execute demand generation strategy leveraging key channels such as email, website, referrals, paid media, paid search/PPC, social media advertising and partners to achieve team and company-level goals and objectives
  • Own lead management process and accelerate pipeline generation and velocity
  • Track pipeline sourced from marketing channels from lead creation to revenue and analyze information to improve budget allocations and decision making
  • Devise and implement strategies to drive website traffic
  • Develop and run topical multi-touch, multi-attribution campaigns to elevate brand recognition and engagement
  • Assist with customer technology product adoption through digital communication and incentives
  • Manage MarTech stack to drive best-in-class data capture, cleansing and management and review new technologies to keep the company at the forefront of developments in digital marketing
  • Manage and expand the capabilities of our marketing automation system and implement and maintain integrations with third-party platforms
  • Use automation to improve processes and productivity, and make recommendations to support an organization scaling at a rapid pace
  • Manage priorities and timelines effectively to meet critical deadlines
  • Evaluate, recommend and test new marketing channels including assessing potential traffic sources, negotiating pricing/terms and launching campaigns
  • Train and collaborate with sales representatives on relevant campaigns/promotions and marketing technologies
  • Manage demand generation budget and expense tracking
  • Manage relationship with marketing & PR agency and collaborate with internal/external web development and creative resources

Skills, Experience & Qualifications

  • Solid understanding of SEO & SEM principles
  • Proficient CRM/HubSpot user
  • Experience building and maintaining a MarTech stack: Hootsuite, Hubspot, Google Adwords/Analytics, LinkedIn, Yesware, Inspectlet and Zoominfo
  • Experience managing people, agencies and vendors
  • 2-5 years of B2B demand generation/marketing automation experience
  • Bachelor’s degree required
  • Proven success in enabling organization or business unit to achieve its revenue goals through building highly effective demand programs
  • Experience creating enterprise account-based marketing in addition to small-medium business marketing programs
  • Expert in lead scoring, nurturing programs, list management, segmentation and targeting
  • Great track record of working across sales, marketing, customer success, technology and executive teams
  • Understanding of demand generation best practices, especially in relation to digital prospect journeys
  • Demonstrated experience defining and measuring programs, including analytics and reporting, and translating information into consumable executive-level and investor-facing updates
  • Superior project management and organization skills
  • Strong writing and editing skills
  • Excellent communication and interpersonal skills
  • Ability to take ideas and execute a solution with speed
  • Big picture thinker with meticulous attention to detail
  • Appetite for experimentation, innovation and taking risks
  • Results oriented; highly analytical and metrics driven
  • Ability to solve complex problems
  • Self-starter who takes initiative; strong sense of ownership and urgency
  • Enjoys working in a highly collaborative, fast-paced environment
  • Excellent design aesthetic

Preferred Experience

  • Experience working in SaaS
  • Experience working in data and analytics
  • Experience with retail and/or CPG industries

About Bedrock Analytics

Bedrock Analytics powers the growth of today’s leading CPG manufacturers. The company’s cloud-based analytics platform and insights automation tools enable sales managers and business analysts to harness the power of data to craft powerful sales presentations that capture market share and drive increased revenue. Tracking more than $100 billion in CPG sales across more than 80 categories every month, Bedrock’s simple, powerful analytics platform and machine learning algorithms enable anyone within an organization to quickly and easily get the insights they need to close more deals. For more, visit bedrockanalytics.com.


  • We offer comprehensive and competitive medical, dental, and vision benefits
  • Competitive salaries
  • Flexible spending account
  • Commuter Pre-tax benefits
  • 401(k) retirement plan
  • Competitive equity option grants
  • Close-knit & friendly team

Job Type: Full-time

Education: Bachelor’s degree


Bedrock Analytics is looking for an exceptional full stack engineer to help us further develop a platform for story-driven analytics. On the back-end, you have worked with Play or Spring Boot framework to build microservices. On the front-end, you’ve worked with libraries and frameworks like Backbone, and you are familiar with newer frameworks like React and Angular. You have a track record of delivering web applications that people enjoy using, and that support enhancements over time.

If you worked on machine learning and statistical modeling in the past and you enjoyed it, there will be many interesting challenges here.

You like working in an Agile best-practices environment. You understand the importance of testable, modular, efficient code. You work with testing frameworks to ensure that your code works reliably and across different clients.

A couple of the fun problems we’re working on:

Guided Story Creation

Our customers need to deliver data-driven stories, but often lack a background in analytics. Bedrock Analytics helps them create compelling sales stories based on their market data. We are quickly automating processes for the consumer packaged goods industry, one of the largest industries in the world, in an effort to democratize insights and level the playing field for smaller brands to compete in retail.

Beautiful, Compelling Visualizations

Effective and clear visualizations are critical to our customers’ success. We not only provide standard charts, but also unique visualizations targeted to specific stories and data scenarios. Come help us create them.

About You

  • You ship. You’ve built systems you can point to. You deliver quality software quickly, and you care about helping your users achieve their goals.
  • You work for startups. The slow pace of larger companies makes you crazy.
  • You’re pragmatically Agile. We run an Agile shop, but we are not pedantic about it. We care about delivering for our users, not being buzzword-compliant.
  • You enjoy your work. We work hard, but we care a lot about team spirit and collaboration. We also try not to take ourselves too seriously.


  • 5+ years of professional web development experience
  • BA/BS degree in Computer Science preferred.
  • Firm understanding of best practices for object-oriented and modularized software with a particular emphasis on Java
  • Strong understanding of web technologies: Play Boot or Spring Boot or, AWS (S3, RDS, etc.), Jenkins and associated technologies/tools.
  • Strong working knowledge of JavaScript and modern libraries, ideally React.js
  • Experience with statistical modeling and machine learning, is a big plus.
  • Experience with HighCharts or similar charting libraries, is a plus.
  • Experience with advanced data visualization libraries, such as d3, is a plus.
  • This position is full-time and on-site in our Oakland office.
  • Bonus points: Links to your GitHub account, open source contributions or personal code projects.

About Bedrock Analytics

Bedrock Analytics powers the growth of today’s leading CPG manufacturers. The company’s cloud-based analytics platform and insights automation tools enable sales managers and business analysts to harness the power of data to craft powerful sales presentations that capture market share and drive increased revenue. Tracking more than $100 billion in CPG sales across more than 80 categories every month, Bedrock’s simple, powerful analytics platform and machine learning algorithms enable anyone within an organization to quickly and easily get the insights they need to close more deals. For more, visit bedrockanalytics.com.


  • We offer comprehensive and competitive medical, dental, and vision benefits
  • Competitive salaries
  • Flexible spending accounts
  • Commuter Pre-tax benefits
  • 401(k) retirement plan
  • Competitive equity option grants
  • Close-knit & friendly team
  • Open office with rooftop lounge
  • Beverages on-tap, snacks, etc
  • We celebrate our wins

Download Our E-book

Request a Demo

Let Bedrock help you transform data processing time into sales value.