Kelli Adrian
Kelli (Ruccius) Adrian is a dynamic and results-driven sales and category management professional, currently serving as National Sales Leader at Twang Partners LLC. With a strong foundation in consumer-packaged goods and a strategic focus on the convenience channel, Kelli has built a career around creating winning solutions for manufacturers, retailers, and consumers alike. Her expertise spans sales leadership, brand positioning, customer experience, and competitive market analysis—consistently driving revenue growth and increasing market share across respected brands such as 7-Eleven, Utz, and Whisps.
Kelli is known for her sharp business acumen, deep understanding of consumer behavior, and ability to foster impactful partnerships across the retail landscape. She has a track record of successfully launching private label brands, implementing store segmentation strategies that boost sales, and deliver innovative merchandising solutions. A proud Texas Tech University alumna, she holds a Bachelor of Science in Exercise Sports Sciences with an emphasis in Health and Wellness. Throughout her career, Kelli has remained committed to thoughtful leadership, collaboration, and delivering experiences that build brand loyalty and exceed expectations.
• Texas Tech University- B.S.
What do you attribute your success to?
I attribute my success to my unwavering dedication to providing value to my customers and team. The relationships and credibility I’ve built over the past 20 years—combined with a strategic mindset that allows me to implement ideas and leverage my skillset to consistently exceed goals and drive results.
What’s the best career advice you’ve ever received?
The best career advice I’ve ever received is that you can achieve greatness through hard work, consistency, and dedication—and that staying teachable and persistent will always set you apart.
What advice would you give to young women entering your industry?
My advice to young women entering this industry is to know your worth and never let anyone's doubts define your path—you are capable of thriving in any profession, and you create your own story.
What are the biggest challenges or opportunities in your field right now?
One of the biggest challenges in my field right now is finding the balance to stay fully focused and give 100% to both my work and home life, without letting one compromise the other.
What values are most important to you in your work and personal life?
The values most important to me are maintaining an excellent work-life balance—because while I take my career very seriously, my relationship with my children and family is just as vital, and true success means showing up and being fully engaged in both.