Frederic Naayem

Inquirer
DISC Type : cd

Co-Founder & COO at Smood Sweets

New York, New York, United States

Overview

Frederic Naayem is a CPG veteran and serial entrepreneur, currently serving as the Co-Founder and COO of Smood Sweets. He previously founded artizn, a beverage brand inspired by Korean drinking vinegars. His background includes supply chain and management roles at major companies like LOréal and L Brands, complementing his degrees from the University of Miami.

Originally from France and based in Brooklyn, Frederic is driven by a passion for creating innovative, health-focused food and beverage products. He was inspired to start his first company, artizn, after a trip to South Korea where he discovered artisanal vinegars. He enjoys connecting directly with customers to understand their needs.

Frederic launched two distinct health-food brands, one for prebiotic tonics (artizn) and another for date-based candy (Smood Sweets).

Personality Overview

Demanding

ROI Conscious

Judgemental

They focus on objectivity in a pitch and pay little attention to bells and whistles.  They respond well to confident salespeople. They can be nudged to make faster decisions by offering what they value.

Topics They Care About

Health & Wellness Brands
He has founded two health-centric companies: artizn, focusing on prebiotic tonics, and Smood Sweets, a brand bridging indulgence and wellness with date-based candy.
CPG Innovation
Frederic is described as a CPG veteran who creates new product categories, first with artisanal drinking vinegars and now with candy-coated dates.
Retail Distribution
He has successfully scaled his brands into national retailers like Target, Eataly, Erewhon, Central Market, and Foxtrot, focusing on brand growth in key U. S. markets.

Media Appearances

Frederic has no verified media appearances

Work History

5-2025
Co-Founder & COO at Smood Sweets
6-2018 - 10-2023
Founder & CEO at artizn
5-2016 - 6-2018
Division Manager at L Brands
3-2015 - 5-2016
Supply Chain Project Manager at L'Oréal
8-2012 - 8-2013
Business Analyst at Lazeo

Education

Bachelor of Science - BS from University of Miami
Master of Science - MS from University of Miami

More Information

Social Presence :

Prographics :

Exp : 10 Location : New York, New York, United States Job Level : Leadership Designation : Co-Founder & COO at Smood Sweets
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Insights For Selling To Frederic

During A Call Or A Meeting

DO's

  • Stress on the business value that your product offers
  • Tell them that you are there to help them create visible impact within their organization
  • Get to the point quickly instead of spending too much time on pleasantries

DONT's

  • Refrain from asking too many questions
  • Don’t try to be an alpha salesperson, give them equal space
  • Avoid repeating yourself or making generalizations

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Frederic is

  • Conviction in the product matters to them, followed by proof points and strong testimonials.
  • Will you ever get a clear answer from Frederic

  • They may not be very forthcoming, but they will say no if needed.

Insights For Deal Planning

    How fast (or slow) will Frederic move?

  • They are neither the fastest decision makers nor the slowest.
  • Can Frederic take some risk or not?

  • They can take risks but after weighing up the pros and cons.

You And Frederic

Personality Compatibility


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