Chris Hoffsis

• Collaborated cross-functionally with operations, purchasing, manufacturer relations, finance, pricing, ecommerce and sales to align and drive segment objectives and financial outcomes.
• Contributed to budget development and executed marketing plans to achieve company and segment goals.
• Initiative owner for two NWOW projects that resulted in successful completion and outcomes for company.
• Planned and managed successful launch of Large Animal Pharmacy Drop Ship Solution to both internal stakeholders and external customers.
• Coordinated with creative team to generate dynamic marketing content, programs and campaigns to influence customer buying behavior.

Delivered Results

• FY21 and FY22: Exceeded budgeted revenue and GP for combined equine / livestock segments.
• Equine segment revenue experienced CAGR of 4.5% and rose from $96.9 M to $126.2 M between 2017 and 2022.
• NWOW projects: Alliance Program generated $3.1 M 2022 in-clinic sales growth; Planned and Instituted 2021 initiatives that supported replacement of $4 M in lost Boehringer livestock business.

• Established and executed comprehensive strategic business plans. Company equine performance consistently outpaced market since 2015.
• As owner of business segment, effectively lead management processes and decision making that included contract assessment, product assortment and set up, demand planning, pricing, strategic accounts, regulatory support, marketing, and sales key performance indicator reporting.
• Built and maintained effective and lasting relationships with 50+ vendors through effective communication and collaboration skills.
• Managed and mentored direct-report employees and conducted performance evaluations.
• Optimized customer segmentation strategies and launched new products that targeted incremental category growth opportunities.
• Conducted and supported educational and training initiatives for sales team. Subject matter expert to company for equine and livestock business.
• Developed key assets such as 1st edition equine and livestock product catalogs to support product formulary strategy.

• Lead efforts to capitalize on dramatic changes to buying behavior during AAEP convention. Transformed design of company's commercial program that captured significant revenue growth (+25% year-over-year in multiple years) and market share (from 20% to 24% share) during these events.
• Boosted brand awareness and distinction with formation of "equine division" marketing strategy including logo creation.
• Optimized product mix through category rationalization to drive enhanced profitability.
• Managed and administered new company loyalty & growth program (VIP) that contributed as much as 15% annualized revenue growth and 19% annualized net GP growth from 8,400+ enrolled customers.
• Employed new data analytics tools to drive insights, strategically pinpoint areas of opportunity or concern, and deliver actionable tactics.

• Contributed to launch of first West Nile Virus vaccine for horses leading to rapid equine industry growth and expansion for vaccine category and veterinary practices nationwide.
• Co-managed The Butler Company private brand portfolio that included successful new product innovation and launches, marketing asset creation, supplier relationship strengthening, sales collaboration and purchasing support.
• Conducted routine quarterly business reviews with CEO and other stakeholders.

• Researched and analyzed information from variety of industry sources to create insightful market assessment reports to help inform leadership with strategic decision making.
• Collaborated with outside 3rd party to implement new, value-added customer program.
• Conducted and supervised customer survey projects from start to finish. Compiled, interpreted and presented results to stakeholders and company at large.