With a limited team and bootstrap budget, Bones & Co. marketing strategy is built on organic impressions and true influencer relationship-building: with the independent pet retailers whose advice is at the top of our target consumer’s decision tree.

Key areas of leadership:

• Developed “Carb is a 4-Letter Word” integrated brand campaign from strategy through execution, simplifying brand’s key nutritional message and improving recall.

• Led production of all brand assets and content, including strategic sales communication materials, point-of-purchase materials, and video.

• Launched ongoing retail activations to drive trial and repeat purchase, including sampling and loyalty program.

• Developed trade spend strategy and implemented across five distributors.

• Deliver ROI analysis on all trade spend activity to CEO and Sales leadership, including key insights and follow-up actions.

• End-to-end coordination of 200 square foot trade show booth for two industry shows in 2023.

Key results (to date): 

• Achieved double-digit annual sales growth

• Expanded brand into freeze-dried category, incremental to core business

• 3x annual increase in retailer participation in brand training portal

• 5x annual increase in Instagram and Facebook reach

• Recognition by American Pet Products Association (APPA) for industry-leading trade show booth engagement