The Work
Strategy in practice
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I led the repositioning of an acquired pet wellness brand around one idea: dogs are love, so love them back with great care. Then I built the products, team, and marketing engine to deliver it.
Company sales growth in one year
Sales growth in the flagship Mobility line
Influencers, grown in one year
New products launched: Calm and PeeBoss
Store launched, with lower customer acquisition costs
The Strategy
An acquired brand selling three dog supplements (Mobility, Probiotic, Longevity) with limited advertising and only 20 influencers. The CEO wanted to grow Mobility, add new products, and eventually expand to cats.
Owners of older dogs and dogs with hip problems. Their dog is family, and watching it slow down is hard. They weren't looking for a supplement. They wanted their dog back.
People weren't buying a supplement. They were buying more good years with a family member. So the brand had to feel like care, not a medical transaction.
The Campaign Idea
Help your old dog feel like a puppy again.
One promise, carried across packaging, social, influencers, email, the app, and customer service.
Brand Pillars
Each pillar shaped real business decisions, from who made the product to who told its story.
Products people feel good giving family.
Moved production to a US manufacturer, improved sourcing, and reformulated Mobility with better ingredients.
Healthy dogs mean more good years together.
Built the "puppy again" campaign around what owners wanted most: their dog back to its old self.
Wellness shouldn't require a vet degree.
One clear, warm voice across packaging, social, email, the app, and customer service, plus dog-health education that made choices easy.
Real owners and real dogs are the brand.
Grew the influencer program from 20 to 130+ in one year, with owners telling real stories about their own dogs.
The Work
My Role
I owned the full $500K marketing budget and reported directly to the CEO. Every dollar had to be tied to a reason. When I proposed campaigns that met resistance, I made the case, ran them as tests, and let the results decide.
I launched two new products, Calm for dog anxiety and PeeBoss for pet urine odor, and reformulated Mobility with better ingredients. I also moved warehousing and fulfillment to a lower-cost partner, directed outside design and video vendors, and built the brand so it could expand beyond dogs.