Crafting the Future of Pet Wellness through Purposeful Leadership

The Client

Founded in 1998, our client is a premier manufacturer and marketer of branded and private label pet treats in the U.S., operating with a clear and powerful philosophy: if you wouldn’t eat it, don’t feed it to your dog.

A pioneer in the naturalization of pet consumables, the company specializes in non-GMO, human-grade, and preservative-free products, produced in an SQF Level III certified facility. In addition to their best-in-class branded lines, they produce USDA organic private label offerings for Fortune 50 clients.

With a commitment to fresh, simple, and superior-quality ingredients, they have built a loyal following. As they looked to accelerate growth and double revenue within 3–5 years, they sought a visionary leader to chart the next phase of the journey.

The Challenge

The client needed a new CEO to drive organic growth, expand market presence, and act as a strategic thought partner to the Board and investors. Beyond maintaining their leadership in natural pet consumables, the new executive would be tasked with:

• Developing a scalable, repeatable sales and marketing engine
• Optimizing product mix and go-to-market strategy
• Expanding branded, private label, and co-packing revenue streams
• Diversifying channel mix and customer base
• Overseeing product development from ideation through launch
• Managing and motivating a growing team to operational excellence

The ideal candidate would bring a strong CPG manufacturing background (preferably food-related), proven experience leading businesses through high-growth periods, and the ability to build and execute sophisticated sales and marketing strategies. Hands-on leadership, grit, perseverance, and a true passion for mission-driven consumer products were essential.

Our Approach

We targeted seasoned CPG executives with a blend of large company training and entrepreneurial execution—leaders who had scaled smaller businesses within highly regulated, quality-driven environments.

Candidates with strong commercial orientation—specifically those who had driven new product development, revamped go-to-market strategies, and delivered revenue growth in natural, 'good-for-you' consumer brands—were prioritized.

Cultural fit was crucial: We sought a passionate, action-oriented leader who would thrive in a fast-paced, mission-driven environment and who could inspire teams, build infrastructure, and serve as a credible voice to key partners and customers.

The Placement

We placed a resilient, results-driven executive whose career spanned sales, marketing, and general management roles at Kellogg’s, Kraft Heinz, and Bel Brands USA. Highlights of her career include:

• Revenue Growth: Grew a PE-backed food company (Wet Noses) by 43%, maintaining a 95% fill rate amid pandemic-driven disruptions
• Business Turnaround: Led a 20%+ growth turnaround of a $100M refrigerated cheese portfolio after nearly a decade of decline
• Go-to-Market Strategy: Built a $60M brand portfolio at Kraft Heinz in just three years, earning a Nielsen® Breakthrough Innovation Award
• Innovation Pipeline Development: Delivered $154M in New Sales Value (NSV) against an $80M target at Kraft Heinz
• Brand Reinvention: Revitalized Wet Noses and Doggy Delirious brands, improving year-over-year sales velocity by 28%
• Rapid Distribution Growth: Overhauled company positioning to achieve 51% branded grocery store count growth within a single sales cycle

​

Her combination of strategic acumen, hands-on leadership, and a deep understanding of high-growth consumer businesses made her an ideal match for the client’s ambitious growth goals.

The Outcome

With the new CEO in place, the company is poised to accelerate its growth trajectory—expanding market share, enhancing brand strength, and scaling operations in alignment with its founding mission.

Through strategic focus, operational excellence, and an unwavering commitment to quality, the company is now better positioned than ever to deliver best-in-class natural pet consumables to an expanding community of pet owners nationwide.