Co-developed a new pet food brand using history of consumer research, understanding of the selling landscape and deep category knowledge. Co-led the start-up phase, including the development of a strategic plan, design of company values, organizational structure, talent acquisition, systems and process development, distributor, retailer and consumer acquisition and co-manufacturing management.

Led sales and sales support teams of 50+ members through the growth of the Instinct brand through strategic partnerships with Petco, PetSmart, Amazon, Chewy and 10,000+ independent pet retailers throughout the United States and Canada.

Drove aggressive growth across the United States and Canada's pet specialty and e-commerce channels, leading to a joint venture between LCatterton and Agrolimen, eventually resulting in a full transaction that sold Nature's Variety to Agrolimen.

Launched a full rebrand of Nature's Variety into two distinct consumer brands - Instinct and Prairie. Simultaneously expanded distribution in the independent pet specialty store channel while forming strategic partnerships and launching nationally at Petco and PetSmart over a 3 year period. Built out the e-commerce channel for Instinct at Amazon and Chewy through direct partnerships.

• Led U.S. sales strategy and team, including independent sales agencies and company sales reps to acquire and manage 1200+ points of distribution including national department stores, specialty chains, independent retailers, Amazon and other online category leaders

•Directly drove over half of brand's revenue in both department store and high-end specialty store accounts throughout the Eastern Region

•Responsible for the development and execution of strategic growth plans for all department store business as well as largest specialty store account; achieved double digit comp growth in all strategic accounts

•Successfully launched a nationwide, industry-leading merchandising program through the hiring and training of a team, formalizing communication flow, and providing specific direction to execute brand strategies and drive comp store growth• Developed branded fixtures and led planning, retailer approval and installations of shop-in-shops at Macy’s, Bloomingdales, REI and independent regional chains