Executive Team

Mr. Cunningham serves as the CEO of SRX Global Inc. and was the CEO of the Better Choice Company prior to the SRx acquisition. He is a consumer-centric business leader with 25 years of experience leading, scaling, and turning around underperforming brands across Health and Wellness, Pet Food, and Vitamins and Mineral Supplements (VMS) categories. Mr. Cunningham has demonstrated agility and success operating at scale within multi-billion global enterprises as well as navigating entrepreneurial, private equity backed businesses. He has a consistent record of driving growth, maximizing profits, and creating value. Prior to his current role, Mr. Cunningham was CEO of 1440 Foods, a private equity backed sports and active nutrition company, and prior to that was General Manager at the Bountiful Company, a KKR private equity asset that was ultimately sold to Nestle Health for $5.75 billion USD. Mr. Cunningham holds a Master of Business Administration from Vanderbilt University, and a Bachelor of Arts in Communications from the University of Michigan.

Eric Jackson, Ph.D., serves as President, EMJX Platform and Head of Asset Management of SRX Global. He is the Founder/President and Portfolio Manager of EMJ Capital Ltd, which he founded in 2017. Eric was previously involved as an investor in Yahoo and Viacom as a Managing Director at SpringOwl Event Driven Partners from 2014 – 2016. Eric co-founded and was the Portfolio Manager of Ironfire Capital LLC from 2008 – 2014.

Eric was President of Jackson Leadership Systems from 2004 – 2008, and was Vice President of Business Development at VoiceGenie Technologies Inc from 2000 – 2004. Eric has a Ph.D. in Management from the Columbia Business School (2002), and a BA in English Literature from McGill University (1994).

Eric is a tech and media investor with a non-traditional background for a hedge fund manager. His career has spanned being a scholar, an operator within a high-growth tech start-up, a management consultant, and an activist investor.

Eric’s diverse background, career experience and 20-year rolodex directly relate to his characteristic and sustainable perspective on where the next generation of growth companies are going to come from.

Nina Martinez (i.e. Carolina) serves as the Chief Financial Officer of SRX Global Inc. Ms. Martinez is a dynamic and accomplished finance professional with a forward-thinking and innovative approach to driving financial performance and profitable organizational growth. She brings a wealth of expertise in strategic financial planning and leading public companies through transformative growth stages, from IPOs and M&As, to restructurings and recapitalizations. She served as the Chief Financial Officer for Better Choice Company for the two years preceding the merger with SRx. Previously, she spent several years providing financial and transaction advisory services to clients, where she most notably served as Interim CFO for a micro-cap consumer packaged goods company, leading through IPO readiness to initial S-1 filing. She spent the first decade of her career at PricewaterhouseCoopers (PwC), a leading global professional services provider, in Assurance leadership roles auditing publicly-traded clients, as well as in PwC’s National Quality Organization office on its Thought Leadership team. Ms. Martinez is a licensed Certified Public Accountant in Florida and holds a Master of Science in Accounting from The University of Tampa, and a Bachelor of Science in Business Administration from the University of Central Florida.