Bad Ass Coffee of Hawaii Brews Up Bold Leadership Move with Appointment of Iain Douglas as Chief Brand Officer
April 12 - 2025
Coffee Geography Magazine
Bad Ass Coffee of Hawaii has named Iain Douglas, a seasoned brand strategist with a storied career in transforming iconic consumer brands, as its new Chief Brand Officer. Douglas’s expertise in brand development, franchise growth, and community engagement will drive the company’s next chapter of national expansion and cultural impact.
Douglas brings a 25+ year track record of reinventing global brands across industries. His leadership roles include: -Procter & Gamble: Redefining Olay’s global beauty care innovation strategy. E&J Gallo Winery: Scaling premium wine brands like Barefoot and Louis M. Martini to triple-digit revenue growth. VF Corporation: Doubling revenue for The North Face, Vans, and Timberland through strategic brand expansion. Deutsch Family Wine & Spirits: Propelling Josh Cellars to become the #1 premium wine brand in the U.S.
Most recently, as a consultant, Douglas helped shape Bad Ass Coffee’s revitalized brand DNA, paving the way for its aggressive franchise growth.
“Joining Bad Ass Coffee of Hawaii feels like coming home,” said Douglas. “This brand isn’t just about exceptional coffee—it’s about empowering people to embrace their boldest selves. Building on CEO Scott Snyder’s foundation, we’ll amplify our storytelling, deepen franchisee partnerships, and ignite a movement that resonates far beyond the coffee cup.”
“Iain’s fingerprints are already on our success,” said Snyder. “After helping redefine our brand identity post-2019 acquisition, his return as CBO marks a pivotal step in scaling our vision. He merges Fortune 500 rigor with creative fire—exactly what we need to elevate our ‘ohana [family] of franchisees and customers.”
Douglas’s immediate focus includes unifying the brand voice, enhancing franchisee tools, and launching the 2025 “Fuel Your Inner Bad Ass”campaign—a rallying cry for customers and operators to champion adventure and resilience.
Born on Hawaii’s Big Island in 1989, Bad Ass Coffee of Hawaii blends premium, sustainably sourced beans from Kona, Maui, and Kauai with a menu of innovative lattes, cold brews, and island-inspired eats. Its franchise model pairs a time-tested business framework with cutting-edge support, appealing to entrepreneurs seeking a brand with purpose and authenticity.
“We’re not just serving coffee—we’re curating experiences steeped in Aloha spirit,” Douglas added. “Every cup tells a story of adventure, and we’re just getting started.”