WE ARE CREDENTIALED EXPERTS
AND AI‑NATIVE OPERATORSWORKING AT THE INTERSECTION OF
SCIENCE, CULTURE &
BEHAVIOR.
LEADERSHIP
VISION: A world where food and health systems are designed for what comes next… shaped by what people need and what can be, not what came before.
MISSION: We are not an agency. We are an operating model for human-centered growth, insight, and transformation.
MAHA TAHIRI, PHD
Co-Founder & Chief Executive Officer
Maha leads S2B Group’s science, research, and innovation work, bringing decades of global leadership in nutrition science, regulatory strategy, and product innovation, and health professional communications. A globally recognized nutrition scientist and former Chief Health & Wellness Officer at General Mills, Maha has also held senior scientific and innovation roles at Danone, Mars, and Coca-Cola.
-
She is known for translating cutting-edge scientific insight into strategic direction that advances product pipelines, strengthens claims and regulatory resilience, and drives category-shaping innovation. With her teams, she has also launched Health & Wellness products in five continents, demonstrating end-to-end impact from strategy through marketplace execution.
Before co-founding S2B Group, Maha served as CEO & Founder of Nutrition Sustainability Strategies LLC, advising startups, food-tech companies, and global CPG organizations. Her work spans nutrition strategy, global food systems, sustainability, and investment advisory - helping leaders anticipate scientific, regulatory, and technological shifts across the evolving food landscape. She has been featured as an expert by ASN, IFT, and Future Food-Tech and is widely recognized for shaping the future of science-driven innovation.
Maha holds a PhD in Human Nutrition from Université d'Auvergne in France. Originally from Morocco and having lived across Europe, the U.S., and Latin America, she brings a global perspective informed by diverse food cultures.
Areas of Expertise
Nutrition & Health Strategy
Scientific & Regulatory Affairs
Global Food Systems & Sustainability
Consumer-centric Innovation
Food-tech Strategy & Investment Advisory
Global Stakeholder Engagement
Thought Leadership & Public Speaking
Health and Wellness communications
Executive and board leadership
LAURA CUBILLOS, RD
Co-Founder & President
Laura brings more than three decades of global leadership across integrated marketing, strategic communications, nutrition affairs, and category-shaping brand work. She has led Food & Beverage practices at three of the top five independent agencies, Edelman, Padilla, and FoodMinds, guiding multimillion-dollar portfolios and building award-winning programs for some of the world’s most influential brands, including Nestlé, Google, Disney, Norwegian Seafood Council, U.S. Highbush Blueberry Council, and others.
-
Throughout her career, Laura has helped start-up and global brands navigate complex challenges, anticipate change, and lead with confidence. She co-founded FoodMinds, the first global food and nutrition affairs agency, where she built and scaled a model integrating science, policy, communications, and expert networks across 40+ countries.
At S2B Group, Laura works directly with leaders, founders, and teams to dream big and make big things happen, bringing together the right people, ideas, and insights to unlock new opportunities. Her global network spans industry, government, NGOs, academia, and expert communities, enabling meaningful transformation across the food system.
A registered dietitian and long-time mentor, Laura is committed to expanding alternative career pathways for nutrition professionals who want to create impact beyond traditional clinical roles.
Areas of Expertise
Food, Beverage & Wellness Strategy
Integrated Marketing & Communications
AI-Enabled Communications & Innovation
Global Stakeholder Engagement
Business Growth & Executive Leadership
Nutrition, Health & Wellness — Registered Dietitian
Food & Beverage Sector Leadership (Edelman, Padilla, FoodMinds)
Thought Leadership & Public Speaking
Entrepreneurship & Agency Building
JOSE A. CUBILLOS
Co-Founder and Chief Marketing and Strategy Officer
Jose leads S2B Group’s work evaluating brands, categories, and competitive landscapes within the new AI economy, integrating consumer insight, cultural intelligence, and scientific rigor to build 360-degree strategies that drive sustainable growth. Jose believes that AI transformation starts with human transformation - AI is the amplifier that strengthens creativity and enhances decision-making for speed and competitive edge.
-
With more than three decades of experience across global CPG, biotechnology, and international commodity groups, Jose brings deep expertise in marketing, strategy development, food and nutrition communications, and multicultural marketing.
Jose is the Cofounder and CMSO at BrightFork, a boutique, full-service AI-powered agency. Previously, he served as Senior Vice President, Global Business Development for Padilla and FoodMinds (part of the Avenir Group), where he developed and led the Global ExpertBench™, managing high-impact initiatives for brands including Mondelez, Bunge, Tate & Lyle, BR Foods, PepsiCo, Nestlé, McCormick, Kellogg’s, Disney, and many others. His career also includes C-level and senior leadership roles such as Managing Director for The a2 Milk Company (U.S.), Vice President of Brand Development at Dairy Management Inc., International Marketing Director for the Chilean Fresh Fruit Association, and multiple brand management positions at Unilever.
Jose holds degrees in Economics and Commercial Engineering from the University of Chile, with advanced studies in international marketing and a Mini MBA from Birkbeck University of London and London Guildhall University. In addition, he has been a Certified USPTA/RSPA Professional Tennis Coach for 14 years and serves as Assistant Coach for the very successful Boys’ and Girls’ Redwood High School Varsity Tennis teams.
Areas of Expertise
Global Food & Beverage Marketing
Strategy Development & Business Growth
AI-Enabled Market, Brand & Consumer Insights Tools
Multicultural & International Marketing
Science Translation & Functional Claims Strategy
Category & Competitive Analysis
Brian Ludwig
Co-Founder & Chief Operating Officer
Brian leads S2B Group’s operations, people culture, systems, and financial stewardship, ensuring the company delivers with precision, velocity, and excellence. Brian brings more than six years of operational leadership experience supporting scientific and innovation-driven organizations, serving as Secretary and Treasurer of Nutrition Sustainability Strategies LLC. His background spans social sciences, administration, organizational culture, and financial operations.
-
Brian holds a Master’s degree in the History of Philosophy from Paris-Sorbonne University (Paris IV). Having lived in France, Ecuador and the United States, he brings a global perspective and deep appreciation for diverse cultures. Earlier in his career, he spent a summer working as a Divemaster in Paros, Greece - an experience that shaped his approach to teamwork, adaptability, and leadership.
Areas of Expertise
Operations & Organizational Systems
People Culture & Team Development
Administrative Leadership
Financial Oversight & Business Infrastructure
Social Sciences & Cross-Cultural Contexts and Ethics
John Conlon
Head of AI & Technology
John leads all technology and AI initiatives for the agency and its clients. From building custom AI agents and automated workflows to developing AEO-optimized websites and data-driven marketing tools, John helps food, beverage, and wellness brands compete in an era where AI platforms like ChatGPT, Claude, Perplexity, and Google Gemini are rapidly replacing traditional search as the way consumers discover and evaluate brands.
-
John brings over a decade of hands-on software engineering, SEO, and product management experience from high-growth companies including The RealReal (pre-IPO through its 2019 NYSE listing), StackCommerce, and Aspira. That rare combination of being able to write the code, define the product strategy, and execute the marketing plan gives him a full-stack perspective that most technologists or marketers alone simply don't have. He taught himself to program early in his career specifically to close the gap between having a strategy and shipping it, and that builder's mentality defines everything he does at S2B Group.
Whether you need an AI agent built from scratch, a website optimized for the age of answer engines, or a technology partner who can move from strategy to execution in the same conversation, John is ready to help.
Areas of Expertise
AI Agent Design & Development
Answer Engine Optimization (AEO) & Generative Engine Optimization (GEO)
Full-Stack Software Engineering (JavaScript, React, Elixir, Ruby, Python, HTML/CSS)
Website Development, Architecture & Performance Optimization
Search Engine Optimization (SEO) - Technical, On-Page & Link Building
Structured Data, Schema Markup & Schema Harmonization
Marketing Automation & Workflow Design
Product Management & Product Strategy
Conversion Rate Optimization & A/B Testing
E-commerce Platform Development & Optimization
Data Analytics, Segmentation & BI Tooling (GA4, FullStory, Segment, Amplitude, Looker)
AI Visibility Measurement & Citation Tracking
WordPress, Squarespace & CMS Development
API Integrations & Third-Party Platform Architecture
OUR VALUES
Treat people right.
We hold ourselves accountable, speak the truth, and show respect in every conversation and every decision. That’s the standard we set, and the standard we expect.
People and performance are inseparable.
Human truths shape market truths. We design for real lives and real businesses, at once.
Uncompromising about client service.
We treat our clients’ ambitions like our own. We listen deeply, move proactively, and deliver with precision and care.
Imagination is a responsibility.
If we can envision better outcomes: healthier people, smarter systems, tastier and more sustainable products, we must build them.
Relentless about meaningful change.
We measure success by the impact we create. Progress, not activity, is our benchmark, and transformation is our mandate.
Science is the backbone of trust/credibility.
Rigor earns belief. We ground every decision in validated insight, transparent data, and reproducible methods.
Intelligence is hybrid.
Credentialed experts and AI together are greater than either alone. We use the right mind for the right moment.
Small is big.
When a few experts and intelligent tools work in sync, they unlock the scale, imagination, and output of far bigger structures, without their inefficiencies.
Velocity wins.
Ideas are only as valuable as the speed and quality with which they become reality.
TRUSTED BY LEADERS
Trusted by those shaping what can be in food, beverage, and wellness.
“Laura sees the shifts shaping the entire food industry - across both challenger and global brands - and builds integrated marketing strategies that deliver results. Her approach is analytical and she is a great connector of people. Laura combines market insights, integrity, and execution in a way the industry needs right now.”
Anne-Kristine Øen
Chief Strategy & Development Officer, Kvaroy Arctic
“I’m delighted to recommend Maha as she launches her new company, S2B Group. She brings a rare combination of deep knowledge, broad global experience, and meaningful international connections that uniquely position her to translate advances in science and technology into compelling business opportunities.
Maha’s personal drive, innovative thinking, and consistently optimistic outlook set her apart. She not only sees what’s possible but actively works to make it happen. Any organization or individual fortunate enough to work alongside her will benefit from her insight, energy, and commitment to delivering real impact.”
Peter Erickson
Former EVP - Innovation Technology and Quality at General Mills
“I’ve had the opportunity to hear Maha Tahiri speak on multiple occasions, and she brings a rare combination of scientific rigor and strategic foresight to every discussion. At a time when trust in food and health is increasingly fragile, her leadership helps bridge science, industry, and society with clarity and purpose. Maha has a unique ability to translate complex evidence into insights that resonate across sectors and inspire meaningful action.”
Jack Bobo
Executive Director, Rothman Family Institute for Food Studies, UCLA
CEO, Futurity
FAQ
-
Yes. Our founders and senior experts are hands-on and remain closely involved throughout every engagement because our model is built around expertise, not layers.
-
Our founders and team have experience in every corner of the food and beverage industry. Working across global enterprises, emerging brands, ingredient companies, food tech innovators, retailers, foodservice, supplements, and trade and industry organizations - bringing more than three decades of experience across food, beverage, nutrition, health, and wellness. Our experience spans Fortune 100 companies (Nestlé, Coca-Cola, General Mills, Danone, Disney, Google) to global commodity boards, ingredient companies, NGOs, and disruptive startups.
-
We bring a powerful network advantage to every engagement. Our lived experience as scientists, nutritionists, strategists, and communicators - combined with the human network we’ve built across food, beverage, nutrition, health, wellness, policy, academia, culture, and science - enables us to co-build with the experts and perspectives that matter most. This network gives clients access to intelligence, influence, and collaboration that moves work forward with clarity, speed, and impact.
-
We integrate seamlessly, often guiding, elevating, or aligning other partners around a unified science-based and strategic foundation, especially in AEO, claims, innovation and brand or category narratives.
-
We use AI strategically and with thoughtful expert oversight to support research and insights, creativity, content development, thought partnership, marketing communications, and systems automation. We’ve developed a new map of the consumer’s AI-shaped food and beverage journey to guide smarter engagement strategies.
We’re also building specialized agentic models, partnering with leading organizations for AI-driven insights, continuously monitoring the evolving landscape, and exploring new tools regularly - then sharing those learnings to help our clients accelerate their own AI journeys.