Devraj Raval
Woodbury
Summary
Results-driven Sales Director with 15 years of experience in nutraceutical and veterinary sectors. Expertise in developing data-driven strategies that enhance profitability, optimize market penetration, and drive revenue growth. Skilled at building strategic partnerships and leading diverse teams to achieve commercial objectives in the animal health industry.
Overview
16
16
years of professional experience
Work History
Director of Veterinary Channel Sales
Zesty Paws
Orlando
02.2025 - Current
- Spearheaded the development and execution of the veterinary channel growth strategy, establishing Zesty Paws as a differentiated partner within the veterinary industry.
- Developed go-to-market strategies encompassing product positioning, pricing, portfolio architecture, and channel-specific value propositions to drive adoption and enhance market share.
- Defined the commercial roadmap for the launch of 20+ innovative veterinary products, overseeing the product lifecycle from concept through commercialization.
- Led strategic product placement initiatives across veterinary distributors, buying groups, corporate veterinary organizations, and independent clinics to optimize market penetration.
- Built and strengthened executive relationships with key channel stakeholders, including distributors, corporate accounts, veterinary buying groups, and strategic partners to drive business growth.
- Partnered with marketing agencies to develop integrated commercialization campaigns, educational content, digital marketing initiatives, and demand-generation programs tailored to veterinary professionals.
- Directed cross-functional teams across Sales, Marketing, Regulatory, R&D, Supply Chain, Finance, and Operations to ensure successful product launches and execution of strategic initiatives.
- Negotiated strategic partnerships and distribution agreements while identifying new market opportunities to expand the veterinary channel footprint.
- Developed annual business plans, revenue forecasts, and channel performance metrics, driving sustainable growth and exceeding commercial objectives.
- Led portfolio expansion initiatives through strategic distributor partnerships, driving nationwide distribution and scalable long-term growth.
- Leveraged market intelligence, competitive analysis, and customer insights to refine portfolio strategy and identify new product opportunities aligned with evolving veterinary needs.
National Account Director, Nutraceutical Companies
Vets Plus, Inc.
Menomonie
05.2023 - 02.2025
- Forecasted sales of $8,000,000 and set data-driven strategic policies to achieve sales objectives and related metrics within the timeframe.
- Gained 6 new products with existing customers (Target, Chewy.com, Coolhouse Botanics), generating $1,000,000 in revenue.
- Managed rollout of all new product lines and program updates by implementing market research and data-driven strategies.
- Developed and implemented comprehensive sales plan to achieve designated group sales objectives consistent with overall company short- and long-term objectives.
- Monitored industry sales data to identify trends and adjust strategies for expanding existing customers and acquiring new ones.
- Revived lapsed accounts and improved profits by creating product penetration and retail market opportunities.
- Reduced process lags by implementing a project tracking and management system, enhancing operational efficiency.
- Professionally handled all complex problems using Five Whys and Root Cause Analysis techniques to positively impact sales and business direction.
- Collaborated with cross-functional teams in the planning process to develop mutual performance objectives, financial targets, and critical milestones.
- Efficiently resolved sales, service, and account issues to maximize customer satisfaction.
- Collaborated with internal teams and suppliers to evaluate costs against expected market price points and set structures to achieve profit targets.
Director of Companion Animal CDMO
Vets Plus, Inc.
Menomonie
02.2022 - 05.2023
- Leveraged market data (Nielsen, Packaged facts, etc.) to develop and augment brands like Ultimate Pet Nutrition, Dr. Marty, Pet Nutrition 360, Kindful Supplements (Target Corporation), Pro Balance (Walmart Corporation), Vibeful (Chewy.com), Natural Care (Walmart Canada) and Kradle (Coolhouse Botanics).
- Executed sales and marketing strategies to achieve company objectives, leading to 20% increase in new business.
- Devised and implemented strategic sourcing initiatives while executing contracts with supply chain vendors and customers to improve profit margins.
- Negotiated pricing, contracts, and increased profitability by implementing data driven strategies to reduce costs across the organization ensuring an undisturbed supply chain during the Covid-19 pandemic.
- Analyzed, initiated, and incorporated data-driven decisions by competitive analyses to support company strategies for expanding customer base and business.
- Developed sales strategies to enhance distribution points, optimize shelf space, improve product positioning, and boost consumer awareness and acquisition.
- Cultivated relationships and maintained strategic alliances with key partners and vendors to drive long-term business growth.
- Led crisis management team and provided sustainable turnaround solutions.
- Maintained consistent communication with leadership team to manage customer service effectiveness by monitoring performance and assessing metrics.
- Responded to disruptive events using crisis management techniques to offer preventive and corrective solutions and maximize customer satisfaction.
- Defined and adapted marketing and pricing strategies, to adjust to market uncertainties and fluctuations.
National Accounts Manager
Vets Plus, Inc.
Menomonie
04.2019 - 02.2022
- Achieved assigned quota by strategically increasing sales from $1 million to $4 million in 3 years achieving 60% growth year to year.
- Managed team of 22 external sales reps, driving them to consistently meet and exceed assigned sales targets.
- Increased profitability through effective sales strategy and business planning.
- Implemented innovative sales strategy by maintaining up-to-date knowledge of market trends and consumer behavior.
- Collaborated with nationwide partners to enhance purchasing efficiency from supply chain, resulting in improved procurement costs and increased company profitability.
- Implemented data driven branding strategy to enhance market footprint by introducing new products under the Dr. Lyon’s (Chewy.com), Milk Bone soft chews (J M Smucker’s), and multi benefit supplements for Daily Dose (H&C Animal Health).
- Redefined branding strategy of company’s existing brands like PetsPrefer, Probios and Merrick’s Blue Ribbon resulting in increased business footprint nationwide.
- Established processes and governance frameworks to align with business strategy, optimizing best practices and facilitating process improvements.
- Consulted in product training, demonstrations, consumer awareness, branding, and acquisition initiatives to drive revenue and profitability.
Product Development Manager
Vets Plus, Inc.
Menomonie
01.2015 - 04.2019
- Oversaw the complete product development lifecycle from concept through production.
- Devised plans for development of more than 10 new products each year.
- Directed concept and design, product feature definitions, and production support to meet company goals.
- Strategized brand and product management for new product launches and line extensions.
- Developed brand strategies for Vets Best (Manna Pro), Bixbi Pet, Arm and Hammer through competitive and gap analysis.
- Liaised with internal and external parties on procurement of new product formulations, international registration requirements, and regulatory changes.
- Evaluated consumer preferences and behaviors, combined with market trends and historical data, to adjust and improve overall business footprint.
- Led a team to free up cash held in inventory and reduce inventory carrying costs by 12%.
Research Associate
Vets Plus, Inc.
Menomonie
05.2011 - 01.2015
- Led research and product development initiatives for developing novel products in various delivery systems like gel, paste, bolus, soft chews, extruded, injection molded and topical products for metabolic health conditions in companion and food animal species.
- Developed proprietary and patentable species-specific probiotic isolation and development, bio-actives, including Monooligosaccharides (MOS).
- Developed encapsulation and protective coating technology for probiotics and other bio-actives.
- Developed antibody technology from chicken for treating gastrointestinal disorders and other gut-related diseases.
- Conducted clinical and palatability trials to establish efficacy, stability, and safety data for products.
- Performed research on nutraceuticals, probiotics, enzymes, herbals, botanicals, vitamins, and minerals to develop innovative products for animals.
- Performed lab analysis and testing related to enzyme activity, microbials, moisture, pH testing, water activity, texture analysis, HPLC.
- Compiled and organized research data into comprehensive reports and graphs to support product development and decision-making.
- Ensured all regulatory guidelines and quality protocols were followed during research and while conducting trials or performing tests.
- Assisted in facility (manufacturing plant and laboratory) certification for cGMP, NASC, ISO 9000.
- Developed soft chew manufacturing technology, leading to inclusion as inventor on the company patent.
Research and Development Assistant
Unical Chemicals India Pvt. Ltd
Ahmedabad
07.2010 - 05.2011
- Planned and executed research projects.
- Conducted experimental tests to collect design data, supporting research objectives.
- Created lab bench mixes and scale-ups for pilot lab trials.
- Evaluated new techniques and procedures to inform product development strategies.
- Established protocols for research projects.
- Provided support in analyzing collected data to identify trends.
- Prepared detailed reports analyzing various research scenarios to guide project decisions.
Education
Certificate - Leadership Principles
Harvard Business School Online
Boston, MA01-2022
Master of Science - Project Management
University of Wisconsin
Platteville, WI01-2017
Certificate - Executive Education: Private Label Manufacturer's Association
Saint Joseph's University
Philadelphia, PA01-2014
Certificate - Executive Education: Private Label Manufacturer's Association
Saint Joseph's University
Philadelphia, PA01-2013
Bachelor of Science - Chemical Engineering
Vishwakarma Government Engineering College
Gujarat, India01-2010
Diploma - Chemical Engineering
Nirma University of Science and Technology
Gujarat, India01-2007
Skills
- Brand development
- Brand building and Development
- Communication strategies
- Strategic planning
- Business development
- Market Trend Analysis
- Risk Mitigator
- Cross-functional and Diverse Team Management
- Problem Solver
- Relationship building
- Ethical Sales Practices
- Team management
- Change management
Philanthropic Activities
- Kids Against Hunger, Participated in packaging of 36,000 meal packets for underprivileged kids, 2017, 2018
- Get it Dunn Run, Half Marathon, Participated and completed the half marathon organized by Mind Over Matter, 2013, 2017, 2018, 2019
Timeline
Director of Veterinary Channel Sales
Zesty Paws
02.2025 - Current
National Account Director, Nutraceutical Companies
Vets Plus, Inc.
05.2023 - 02.2025
Director of Companion Animal CDMO
Vets Plus, Inc.
02.2022 - 05.2023
National Accounts Manager
Vets Plus, Inc.
04.2019 - 02.2022
Product Development Manager
Vets Plus, Inc.
01.2015 - 04.2019
Research Associate
Vets Plus, Inc.
05.2011 - 01.2015
Research and Development Assistant
Unical Chemicals India Pvt. Ltd
07.2010 - 05.2011
Certificate - Leadership Principles
Harvard Business School Online
Master of Science - Project Management
University of Wisconsin
Certificate - Executive Education: Private Label Manufacturer's Association
Saint Joseph's University
Certificate - Executive Education: Private Label Manufacturer's Association
Saint Joseph's University
Bachelor of Science - Chemical Engineering
Vishwakarma Government Engineering College
Diploma - Chemical Engineering
Nirma University of Science and Technology