Jonathan Mayle
About Jonathan Mayle
Jonathan Mayle is Senior Vice President, Customer Sales (age 34), having served as VP, Customer Sales from August–December 2023 and promoted to SVP in December 2023; he holds a B.S. from the University of Arizona . Prior to Honest, he held multiple sales roles at General Mills and led sales for G‑Works, the internal venture studio, working with Walmart (2018–2020), Dollar General (2014–2016), and Target (2021–2023) . Company operating context during his tenure: revenue was $93.0M (Q2’24), $93.5M (Q2’25), and $92.6M (Q3’25); adjusted EBITDA was $7.595M (Q2’24), $7.617M (Q2’25), and $3.523M (Q3’25) .
Past Roles
| Organization | Role | Years | Strategic Impact |
|---|---|---|---|
| General Mills | Multiple sales roles; Head of Sales for G‑Works (internal venture studio) | 2012–2023 | Led sales initiatives and start‑up accelerator efforts to build new ventures |
| Walmart (while at General Mills) | Retail account leadership | 2018–2020 | Managed major retail partner to drive category sales |
| Dollar General (while at General Mills) | Retail account leadership | 2014–2016 | Expanded distribution across value channel |
| Target (while at General Mills) | Retail account leadership | 2021–2023 | Advanced presence at national mass merchant |
External Roles
- None disclosed in company filings for Mayle .
Fixed Compensation
- Not disclosed. Mayle is an executive officer but not a named executive officer (NEO); Honest’s proxy provides detailed compensation only for NEOs due to EGC disclosures .
Performance Compensation
The company’s executive annual cash incentive program (in which executive officers “including our named executive officers” participated) used the following structure in FY2024; specific targets/payouts for Mayle were not disclosed.
| Metric | Weighting | Target | Actual | Payout Factor |
|---|---|---|---|---|
| Net Revenue and Adjusted EBITDA (financial results) | 50% | Pre‑established corporate goals | Company achieved maximum on both | NEOs: 121.9% of target; Mayle not disclosed |
| Operating priorities (expand retail distribution; increase operational efficiency; build innovation pipeline; develop organizational effectiveness) | 50% equally weighted | Pre‑established operating goals | Achieved 3 of 4 fully; retail distribution partially | NEOs: 121.9% of target; Mayle not disclosed |
Notes: Honest’s LTIs are RSU‑based post‑IPO to balance performance linkage and retention; options were used pre‑IPO .
Equity Ownership & Alignment
| Item | Detail |
|---|---|
| Hedging & pledging | Prohibited for all employees, executives, directors; includes short sales, margin accounts, pledging, and options on company stock |
| Clawback | Company adopted Dodd‑Frank, Exchange Act Rule 10D‑1/Nasdaq 5608‑compliant clawback policy effective Oct 2, 2023 |
| Beneficial ownership | Mayle not listed in beneficial ownership table; NEOs/directors disclosed as of Mar 31, 2025 |
| 10b5‑1 plan (selling pressure) | Adopted Sept 11, 2025; Rule 10b5‑1; up to 88,777 shares to be sold; expiration Sept 11, 2026; amount depends on net RSU shares after tax (sell‑to‑cover) and plan percentages |
Rule 10b5‑1 Trading Arrangement (Quantitative)
| Name | Action | Adoption Date | Plan Type | Max Shares to be Sold | Expiration |
|---|---|---|---|---|---|
| Jonathan Mayle (SVP, Customer Sales) | Adopt | 2025‑09‑11 | Rule 10b5‑1 | Up to 88,777 | 2026‑09‑11 |
Employment Terms
- Not disclosed for Mayle (no individual employment agreement in proxy or 8‑Ks). Company‑wide policies applicable to executives include insider trading restrictions and clawback policy .
Company Operating Context (during Mayle’s tenure)
| Metric | Q2 2024 | Q2 2025 | Q3 2025 |
|---|---|---|---|
| Revenue ($USD Thousands) | $93,049 | $93,459 | $92,571 |
| Adjusted EBITDA ($USD Thousands) | $7,595 | $7,617 | $3,523 |
Investment Implications
- Insider selling pressure: Mayle’s Rule 10b5‑1 plan authorizes sales up to 88,777 shares through Sept 2026, driven by RSU vesting and sell‑to‑cover mechanics—expect predictable supply around vest dates and tax events .
- Alignment safeguards: Company prohibits hedging and pledging, reducing misalignment/credit risk from collateralized holdings; clawback policy adds downside accountability on incentive compensation .
- Pay‑for‑performance lens: Executive bonus framework prioritizes net revenue and adjusted EBITDA with operational execution levers—suggesting sales leadership incentives to expand distribution and efficiency; specific targets/payouts for Mayle remain undisclosed, limiting precision in assessing his pay‑outcomes linkage .
- Disclosure gap: Absence of detailed compensation/ownership for Mayle in proxy filings (non‑NEO) constrains assessment of retention risk and equity “skin‑in‑the‑game”; monitor future proxies and Form 4 filings for grants, vesting, and transactions .