Peter Nathan, the former A2 Milk executive gunning for the top job at Bubs Australia through a boardroom spill, says the company’s management is distracted and lacks the track record of commercial success needed to steady the troubled infant formula maker.

“Save Our Bubs”, the group of concerned shareholders led by ousted chief executive Kristy Carr, will make its case to investors in the coming days through a series of webinars, starting with a session featuring chairman nominee James Jackson on Friday.

In a letter sent to Bubs shareholders on Wednesday, Nathan argued his 14 years in leadership at A2 Milk, which saw its market valuation grow from $30 million to $5 billion, shows he has the right industry insights to help Bubs succeed in the crucial China market.

The letter questioned the commercial track records and focus of the current board, which is led by Katrina Rathie.

“Bubs Australia has achieved remarkable success to date and I believe the Bubs brand has a very strong opportunity to return to high growth and value creation for shareholders,” he said.

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“But its turnaround must be managed by a leadership team that has not just watched these things happen but has actually made them happen. I know that you can appreciate the very big difference.”

Nathan said the fact that the current management had not named a permanent chief executive or a chief financial officer ahead of a vote on a board spill motion on July 27 also showed a lack of focus.

“Worryingly, as they continue to operate without a permanent CEO or CFO, it is clear they are highly distracted and sadly focused on the past - creating negative headlines and legal disputes with key strategic partners,” he said.