Beyond Meat’s Chief Brand Officer Beth Moskowitz Leaves Company

Beyond Meat Inc.

BYND -0.57%

executive

Beth Moskowitz,

who led the plant-based burger maker’s branding efforts, is departing the company, according to internal company communications.

Ms. Moskowitz’s departure is the latest shake-up to Beyond’s executive ranks and follows a tumultuous year for the faux meat pioneer, during which the company shed several other top executives and hundreds of employees as it took steps to stabilize its troubled business.

Ms. Moskowitz told Beyond employees Wednesday that day would be her last, and said she remains a strong supporter of the company.

“I look forward to returning to my roots as an investor, advisor, and creative partner, but most importantly, the opportunity to be totally present for the many milestones my family will celebrate in 2023 and the coming years,” Ms. Moskowitz said in an internal company email.

A Beyond spokeswoman declined to comment on Ms. Moskowitz’s departure. The spokeswoman said Beyond has hired an executive to lead global marketing for the company, who will begin work in early February.

Ms. Moskowitz didn’t immediately respond to requests for comment.

Ms. Moskowitz served as the California company’s chief brand officer. She joined Beyond in 2019 and previously served as its chief creative officer and head of special projects, according to the company.

Beyond’s Chief Executive

Ethan Brown

said in internal company communications this week that Ms. Moskowitz was important in building Beyond’s brand and celebrity partnerships.

Once a stock market darling, Beyond Meat’s sales have started to decline in the last year. The company had pursued growth, but struggled to execute its vision, leading to a series of production missteps and mounting expenses. WSJ explains what went wrong. Illustration: Preston Jessee

In recent years, Beyond has tapped numerous athletes and celebrities to boost its brand. Last year, the company hired

Kim Kardashian

to promote its products, giving the reality TV star and entrepreneur the title of “chief taste consultant.”

In November, Mr. Brown said on a conference call that a key pillar of Beyond’s strategy would be to focus its messages around taste, health and the planet, targeting consumers who would be the most receptive during more difficult economic times.

“Where we need to do better and will do better is in connecting with the right consumer at the right time,” Mr. Brown said.

Beyond has been struggling with slumping sales of its imitation meat products while losses for the company mount, and its stock is down 77% in the last 12 months. Some current and former employees have said Mr. Brown has struggled to manage the company’s growth, while others have praised Mr. Brown’s leadership.

Last fall, Beyond outlined plans to significantly reduce expenses and move toward “cash-flow positive operations” in the second half of 2023. The company in October laid off approximately 200 employees, or nearly 20% of its workforce, the second round of staff reductions in 2022.

Deanna Jurgens,

Beyond’s former global chief growth officer and president of North America, left the company as part of those layoffs.

Philip Hardin,

Beyonds’ former chief financial officer, also departed last year.

Doug Ramsey

and

Bernie Adcock,

two meat industry veterans who joined Beyond in late 2021, had left the company by the end of October, less than a year later. Mr. Ramsey, Beyond’s chief operating officer, departed shortly after he was arrested for allegedly biting someone and threatening to kill him during a fight outside a college-football game in Arkansas. Mr. Ramsey hasn’t responded to requests for comment on the matter.

Write to Jesse Newman at jesse.newman@wsj.com