Erica Bord
Sandy Springs,GA
Summary
Experienced, decisive leader and accomplished brand manager with international experience and fluency in strategic thinking, marketing, and partnership development.
Overview
2025
2025
years of professional experience
Work History
US Brand Manager Livestock and Equine
Bimeda Inc.
04.2024 - Current
- Manage key Livestock and Equine brands for organization transitioning from manufacturing into branded products
Store Manager
Dover Saddlery
04.2023 - 03.2024
- Manage a team of 12 for the second largest store of a national Equine product retail chain
West Equine Regional Manager
Boehringer Ingelheim Animal Health, Inc.
07.2021 - 03.2023
- Lead very senior team of 10 sales representatives over a ten-state territory in the western United States with ~$58M in revenue responsibility for the region
- Focused on directing sales rep time, resources and strategic focus of veterinary sales targets 2021
- Exceeded sales target in 2021, and achieved 98.6% in 2022, top performing region (3/5 total top performers)
- Works to build culture across team, especially in terms of improved individual performance and empowerment
Sr. Marketing Manager, US Cattle Business
Boehringer Ingelheim Animal Health, Inc.
06.2018 - 07.2021
- Managed and increased market penetration of multi SKU Modified Live Vaccine portfolio covering both respiratory (Pyramid + Presponse) and reproductive (Express FP) disease in both calves and mature cattle
- Engaged with Sales Reps and Professional Service Veterinary Team to execute the sales strategy across the Cattle Team
- Worked across department lines to ensure supply, proper forecasting, packaging, and channel management
Director, Commercial Partnerships
Vets First Choice
01.2017 - 09.2017
- Developed the market strategy and commercial execution of growth initiatives and project opportunities with key manufacturing and industry partners
- Responsible for relationship management and partnership development in collaboration with project management team, driving successful execution of goals; recognized as being flexible and adaptable to changing needs
- Work across business divisions to better provide unique solutions to customers; program dependent on working across logistics, marketing, regulatory, creative agencies, sales teams
- Hired to develop new business, then returned to core pharmacy business after large acquisition in August 2017, required increased resources for integration
Senior Key Account Manager, Pet Division
Boehringer Ingelheim Animal Health, Inc.
01.2015 - 01.2017
- Served as key contact for all relationships within my strategic accounts; created value-added boutique solutions for all divisions of stakeholder companies—for example, HR—to share existing structure with developing businesses
- Built sustainable, customer-valued relationships measured by overall satisfaction with BIVI as a valued supplier and strategic partner; noticeable revenue growth and increased sales; all partners continued or expanded business with BIVI
- Achieved 104% territory target in 2015
Senior Global Brand Manager
Boehringer Ingelheim Animal Health, Inc.
01.2012 - 01.2015
- Hired to lead new brand launch structure in Germany under a coordinated global leadership format rather than individual countries managing singular brands and launches
- Served as marketing lead and launch coordinator for the life of the product from day one; led market development, life cycle management and formulation improvement
- Executed as Global Program Leader for Pexion, an EU-only canine anti-epileptic; launched across key European markets on a single day; countries included Great Britain, Germany, France, Italy, Spain, Austria, Switzerland, Denmark, Sweden, Norway and Finland
Senior Brand Manager, Equine Division
Boehringer Ingelheim Animal Health, Inc.
01.2008 - 01.2012
- Managed and equine pharmaceutical portfolio of 7+ products; activities included programs or promotions, marketing materials, product supply and packaging updates
- Represented U.S
- Sales and marketing on Global Team for the first BIVI global equine pharmaceutical launch of a product called Prascend, used for treatment of pituitary pars intermedia dysfunction; launched Prascend into the U.S
- Market
- Integrated Surpass (acquired from IDEXX) and Hyalovet (acquired from Fort Dodge Animal Health 1 year later) into newly developed Joint Health Management portfolio
Equine Strategic Marketing Manager / CAG Sales Trainer / Equine Sales Specialist
IDEXX Laboratories
- Additional foundational experience as an Equine Strategic Marketing Manager / CAG Sales Trainer / Equine Sales Specialist at IDEXX Laboratories and as a Sales Representative, President’s Club award winner and winner of the Rookie of the Year Award at Fort Dodge Animal Health
Education
Master of Science -
Purdue University
West Lafayette, IndianaBachelor of Arts -
Midway College
Midway, KentuckySkills
- Professionalism
- Strategic Marketing
- Marketing Analytics
- Active Listening
- Effective Communication
- Adaptability and Flexibility
- Sales Enablement
- Teamwork and Collaboration
Accomplishments
- Achieved successful first EU launch of Pexion by co-leading Global Brand team and strong team engagement with Global Project Team with strong team work and collaboration.
- Revitalized 20 + year old MLV Cattle Vaccine line within a highly competitive Cattle Vaccine Market space.
Career Highlights
- 3 out of 5 top performers from equine nation (30) were West Region Team Members, 2022
- Selected for Mentoring Award: 'for sharing ideas and experiences, for giving feedback and for challenging my peers in the program to grow in their leadership journey' by Peers in LEAD program, 2022
- Engineered Boehringer Ingelheim’s first simultaneous European Launch of a small animal pharmaceutical in 11 countries on the same day
- Led the Pexion Global Brand Team from brand identity through launch achieving 10% market share in 9 months post-launch in key EU markets (UK, DE, FR)
- Scored 89 % (most managers range between 70-90 with 90 being the high score) on the Leadership Versatility Index, a systematic 360 rating scale based on coworker (21) responses; rating is based on a strong balance of characteristics in leadership support, listening, empowerment, order, efficiency and execution
Training
- LEAD (Learn Engage Achieve Deliver) Program with Women Unlimited, Inc.
- The Skilled Negotiator (Gap Partnership)
- Leading Across Boundaries (Cultural Diversity)
- Management and Business Skills (MBS)
- Wilson Learning: The Versatile Leader
Unique Expertise
- Brand Management and Product Launch
- Customer Experience
- Team Engagement and Leadership
- Communication
Timeline
US Brand Manager Livestock and Equine
Bimeda Inc.
04.2024 - Current
Store Manager
Dover Saddlery
04.2023 - 03.2024
West Equine Regional Manager
Boehringer Ingelheim Animal Health, Inc.
07.2021 - 03.2023
Sr. Marketing Manager, US Cattle Business
Boehringer Ingelheim Animal Health, Inc.
06.2018 - 07.2021
Director, Commercial Partnerships
Vets First Choice
01.2017 - 09.2017
Senior Key Account Manager, Pet Division
Boehringer Ingelheim Animal Health, Inc.
01.2015 - 01.2017
Senior Global Brand Manager
Boehringer Ingelheim Animal Health, Inc.
01.2012 - 01.2015
Senior Brand Manager, Equine Division
Boehringer Ingelheim Animal Health, Inc.
01.2008 - 01.2012
Bachelor of Arts -
Midway College
Equine Strategic Marketing Manager / CAG Sales Trainer / Equine Sales Specialist
IDEXX Laboratories
Master of Science -
Purdue University
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