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Phil is a seasoned C-Suite executive, proven entrepreneur, and strategic advisor with over 25 years of experience building and scaling some of the most recognizable brands in hospitality, consumer products, and entertainment. His approach has earned him numerous industry awards, including Advertising Age’s “Marketing Elite Top 50” and recognition as a two-time “40 Under 40” honoree.

Phil’s expertise lies in creating and developing impactful brands and strategies across diverse sectors, working with Family Offices and Venture Capital. He has served as Chief Marketing Officer for Hard Rock Hotel & Casino, where he created the iconic REHAB brand, developed the REHAB Energy Drink, successfully sold to Monster. He co-founded Nomadic Entertainment, acquired by the NFL and was partner at an athlete representation firm sold to Wasserman, he has held leadership roles at PepsiCo (Mountain Dew) and was an Operating Partner at Raptor Capital Private Equity.

Shalala has served as a trusted advisor for major capital projects, including Brookfield Asset Management, DLJ Credit Suisse, Stockbridge Capital, Sound West Group and the W Hotel brand on commercial developments. His expertise extends to managing and advising enterprise brands on complex hospitality, gaming, consumer products and lifestyle projects.

Phil’s passion for consumer brands and the lifestyles they represent has driven his success in managing multiple exits in hospitality, beverage, sports, entertainment and technology. He is the current founder of The Critical Co, a Venture Studio and Strategy platform identifying investable opportunities while remaining actively engaged as an advisor to startups and capital markets.

With a deep understanding of branding, investment strategy, and operational excellence, Phil Shalala brings unparalleled expertise to the discussions and is committed to driving long-term value creation across industries.