8-K: Safety Shot Appoints Markita Russell as New Chief Financial Officer

Safety Shot, Inc. announced the resignation of its Chief Financial Officer, Danielle De Rosa, and the immediate appointment of Markita L. Russell, previously the company's Controller, to the CFO role.

Summary

• Danielle De Rosa resigned as Chief Financial Officer of Safety Shot, Inc. on July 25, 2025.
• Markita L. Russell was appointed as the new Chief Financial Officer, effective July 30, 2025.
• Ms. Russell has served as the company's Controller since August 2021 and brings over 30 years of experience in finance and accounting.
• Her experience includes managing significant growth, such as overseeing a company's revenue increase from $7 million in 2012 to $56.8 million by the end of 2020 in the marine industry.
• Ms. Russell also has foundational experience in the beverage industry from her time at Pepsi Co.

Sentiment

Score: 7

Explanation: The sentiment is positive due to the appointment of a highly experienced internal candidate as CFO, which suggests stability and a strategic move to support future growth. The new CFO's relevant industry experience and track record of managing significant revenue growth are strong positives. The resignation of the previous CFO is offset by the immediate and seemingly well-planned replacement.

Positives

• Appointment of an experienced internal candidate, Markita L. Russell, as CFO.
• Ms. Russell has over 30 years of extensive experience in financial and accounting sectors.
• Proven track record of managing significant growth and providing strategic financial oversight.
• Specific experience in the beverage industry (Pepsi Co) is relevant to Safety Shot's business.
• Demonstrated ability to scale revenue (from $7 million to over $56 million at a previous company).

Risks

• Forward-looking statements are subject to risks and uncertainties that could cause actual results to differ materially from expectations.

Future Outlook

Safety Shot is pursuing a bold new strategic direction and plans to continue expanding operations and integrating new strategic initiatives. The company is also introducing business-to-business sales of its Sure Shot product to distributors, retailers, restaurants, and bars throughout 2025.

Management Comments

• "We are delighted to announce Markitas promotion to Chief Financial Officer. Having worked closely with her since she joined as our Controller in 2021, I have been consistently impressed by her financial acumen and dedication. Her specific experience in the beverage industry and her demonstrated ability to manage rapid growth, such as scaling a companys revenue from $7 million to over $56 million, will be invaluable as we continue to expand our operations and integrate our new strategic initiatives. Her leadership is crucial in building a strong and secure financial foundation for our future." Jarrett Boon, CEO of Safety Shot.
• "I am thrilled to take on the role of CFO at such an exciting and pivotal time for Safety Shot. The Companys innovative products and its bold new strategic direction present a compelling opportunity for growth. I look forward to applying my 30 years of experience to help fortify the Companys financial operations and to work with the team to build a secure foundation that drives long-term shareholder value with skillful hands and a heart of integrity." Markita Russell, CFO of Safety Shot.

Industry Context

The appointment of Markita Russell, with her foundational experience in the beverage industry (Pepsi Co) and a proven track record of managing significant growth, aligns well with Safety Shot's position as a wellness and dietary supplement company. Her expertise is particularly relevant as Safety Shot aims to expand its business-to-business sales of Sure Shot to distributors, retailers, restaurants, and bars, indicating a strategic focus on scaling operations within the consumer beverage and wellness market.

Management Changes

Stakeholder Impact

• Shareholders: The appointment of an experienced CFO with a track record of growth management could instill confidence in the company's financial stewardship and future strategic execution, potentially supporting long-term shareholder value.
• Employees: The promotion of an internal candidate (Controller to CFO) can be positive for employee morale, demonstrating opportunities for career progression within the company.
• Customers/Suppliers: No direct immediate impact mentioned, but improved financial oversight could lead to more stable operations and better relationships in the long term.

Next Steps

• Continue expanding operations and integrating new strategic initiatives.
• Introduce business-to-business sales of Sure Shot to distributors, retailers, restaurants, and bars throughout 2025.

Key Dates

Recommendation

The filing details a significant management change with the appointment of a new Chief Financial Officer. While the new CFO brings extensive experience and a relevant background, this filing primarily concerns a personnel transition rather than financial performance or new strategic initiatives that would immediately alter the company's valuation. It provides a positive signal regarding financial leadership but lacks the specific financial or operational data typically required for a 'buy' or 'sell' recommendation. Therefore, a 'hold' recommendation is appropriate as investors should await further financial disclosures or strategic updates to assess the impact of this change on the company's fundamentals.

Keywords

Safety Shot, SHOT, CFO appointment, Chief Financial Officer, management change, financial reporting, corporate governance, wellness, dietary supplement, Sure Shot, Nasdaq