Chad Wethal

Responsible for marketing strategy for a portfolio of animal nutrition and health additives, feeds, and supplements, as well as digital nutrition services within the pet, equine, and backyard poultry categories.

Strategic Marketing Planning: Developed strategic marketing plans for multiple species groups and global multi-species brands, and collaborated with a team of marketing communications, design, and content specialists to activate plans.

Product Portfolio Optimization: Partnered with business category teams to initiate global brand strategy optimization for global equine and backyard poultry brands, leading brand and sub-brand value proposition development, insight-driven packaging architecture, and product formula optimization.

New Product Innovation: Partnered with market insights teams to identify top consumer needs and emerging trends, and collaborated with business development leads, technical subject matter experts, and commercial leaders to develop a robust new product innovation pipeline.

Performance Marketing: Led successful campaigns with cross-functional teams that consistently exceeded pipeline and MQL conversion goals, contributing to 30% YoY revenue growth.

Brand Development and Management: Created global brand strategy and guidance for 10 dairy, swine, pet and equine brands; Initiated and led global brand research to establish brand health benchmarks for a leading global animal nutrition brand; worked closely with local marketing leaders to deploy a refreshed global master brand strategy; created new trademark licensing agreement process to improve customer experience with co-branded health ingredients.

Team Leadership: Provided mentorship and coaching for a newly created global marketing team, fostering a collaborative and innovative work environment.

Responsible for global marketing strategy and for portfolio of health additives, premium ingredients, and contract manufacturing solutions within the global pet food and animal feed industry.

Category Management: Successfully optimized a pet nutrition product portfolio, removing 60% of low-value or redundant SKUs and created new customer-centric portfolio categories established through extensive voice of the customer insights.

Global Category Strategy: Established global category proposition and positioning strategy for pet health and wellness and animal performance solutions business to retain relevance as a competitive animal nutrition and health partner while aligning with business values.

Thought Leadership and Performance Marketing: Led thought leadership initiatives to elevate industry awareness of core pet and commercial animal portfolio. Launched four new innovative products to pet and commercial animal industries; drove multiple high-performing marketing campaigns that consistently exceeded conversion benchmarks, contributing to 20% - 40% year-over-year revenue growth on high-performing solutions.

Innovation Strategy: Developed and implemented a new co-creation innovation process to increase cross-selling opportunities and reposition the business as a strategic innovation partner to drive differentiation from traditional ingredient suppliers.

Led marketing communications strategies for marketing-leading animal nutrition brands, responsible for omni-channel media strategies and activation, content strategy and development, and creative strategy and production while managing five marketing communications specialists with 3-5 years of marketing experience.

Relevant Brand Responsibilities:

Purina Animal Nutrition:

• Developed and executed comprehensive communications strategies for dairy, backyard flock, equine, and swine businesses targeting B2C and B2B audiences.
• Leveraged social listening and market research to inform strategic decision-making for new product launches and competitive positioning.
• Utilized a multi-channel approach, including media, social, influencer, content, and lead generation, to reach diverse consumer segments.

Mazuri Exotic Animal Nutrition:

• Developed and implemented effective B2B and B2C communications strategies with limited budgets.
• Utilized social, influencer, and content strategies to reach exotic pet owners and zoo/aquarium decision-makers.
• Collaborated with technical experts to translate scientific information into clear and compelling messages.

Milk Products Inc.:

• Developed and implemented communications strategies for both direct-to-consumer and dealer channels.
• Led a successful corporate rebranding initiative, launching a refreshed brand and positioning.
• Utilized media, social, and content strategies to deliver seasonally relevant messages to target audiences.