Kathy Serio
Loxahatchee
Summary
Dynamic executive with a proven track record at CorePerformance Feeds, adept in strategic planning and financial management. Spearheaded product development initiatives, achieving $250,000 in first-month sales. Cultivated key partnerships and fostered a collaborative culture, driving innovation and market expansion in the equine feed industry.
Overview
39
39
years of professional experience
Work History
Chief Executive Officer
CorePerformance Feeds, LLC
Wellington
12.2025 - Current
- Directed strategic vision and operational plans for CorePerformance Feeds.
- Oversaw product development and innovation initiatives within the feed industry.
- Cultivated partnerships with suppliers and distributors, expanding market reach and strengthening supply chain.
- Led organizational change to improve efficiency and adaptability in operations.
- Managed financial planning and budget allocation for sustainable growth strategies.
- Oversaw all aspects of financial management, including budgeting and forecasting.
- Established policies, procedures, and protocols to improve operational efficiency.
- Fostered a culture of collaboration and accountability among executive leadership teams.
- Ensured compliance with industry regulations and quality standards in production processes.
- Advocated for sustainability practices within feed production and supply chain management.
- Developed seven unique equine feed SKUs by researching market trends and customer preferences.
- In 3 months, developed the product from inception to rolling out bagged feed.
- Developed tiered pricing strategy and sponsored rider discounts to optimize revenue and support customer loyalty.
- Identified and selected mills and ingredients for all products through supplier evaluations.
- Initiated launch of new product line in December 2025 to expand market offerings.
- Presold 180 tons of horse feed to trusted clients, establishing a strong initial market presence.
- First month. Sold $250,000
- Established relationship with Chewy as our ecommerce platform
- Developed all marketing strategies
- Created a comprehensive website to enhance online presence and user engagement.
- Hired 3 additional team members to drive sales
Chief Executive Officer, Keyflow USA
Keyflow USA
Wellington
09.2023 - 12.2025
- Directed overall company strategy and vision for growth and innovation.
- In year one, procured Chewy as our ecommerce partner, sales over $500,000 in 6 months with Chewy.
- Developed relationships with Tractor Supply as a primary ecommerce partner.
- First year sales exceeded target, $2.6 million.
- Established importing, customs directives, FDA approvals, distribution channels, LTL freight shipping, and external warehouse partnerships for startup feed company, enabling distribution of fastest growing equine feed in the UK to US market.
- Cultivated strategic relationships with Tractor Supply as primary ecommerce partner, driving sales and expanding market access.
- Developed the Keyflow USA website and Shopify platforms.
- Led all marketing initiatives.
- Worked with State Regulatory partners to provide licensing for Keyflow USA in all 50 states.
- Secured unique sponsorships at Winter Equestrian Festival and World Equestrian Center, investing $250K to enhance brand visibility and market presence.
Business Development Manager East Coast
HyGain Feeds USA
Wellington
09.2020 - 09.2023
- In 22 months, increased sales over 1500% in the east coast distribution channel, working closely with CEO in Australia.
- Analyzed market trends to identify new business opportunities and growth areas.Developed the market, sales, and distribution channels for the entire east coast of the US for an elite Australian equine feed.
- Increased dealer stores 120% in 6 months.
- Increased consumer retail store chains by 500% along the east coast.
- Mapped distribution channels and warehouse programs across east coast, enhancing logistics and accessibility.
- Developed IHSA and NCEA programs, integrating HyGain brand into stable management curriculum for increased visibility.
- Created Veterinarian Programs and Rebate Programs for the brand, building collaboration with veterinary channels.
- Led cross-functional teams to implement business strategies and initiatives effectively.
- Mapped out distribution channels and warehouse programs throughout the east coast.
- Analyzed market trends to identify new business opportunities and growth areas.Responsible for developing the market, sales, and distribution channels for the entire east coast of the US, for an elite Australian equine feed.
- Achieved every goal since joining HyGain.
- Created marketing initiatives for veterinarians and trainers, boosting brand awareness and collaboration with marketing in Australia.
- Developed IHSA and NCEA Programs to incorporate the HyGain Brand into their stable management program.
- Built a sales team of 8 top consultants throughout the country.
Senior Territory Manager
American Regent Animal Health
Wellington
01.2004 - 09.2020
- Attained highest sales in company history, YTD March 2020, $4 million in sales, 108% of goal.
- Cultivated relationships with veterinarians and clinics to enhance product visibility and drive sales.
- Developed relationships with veterinarians and clinics to promote product offerings.
- Sold an injectable device, Adequan IM and Betavet, to equine surgeons and ambulatory veterinarians throughout Florida and Georgia.
- Earned Top Representative accolade in 2007 by boosting market share by 130%.
- Realized a 152% growth in market share in December 2007.
- Recognized as Top Representative in 2008 for achieving a 111% increase in market share.
- Achieved recognition as Top Representative in 2012 and 2015 by increasing market share by 20% in both years.
- Analyzed market trends to identify new business opportunities within the territory.
- Collaborated with marketing teams to create effective promotional materials and campaigns.
- Created Power Point presentations for Consumer/Horse Owner meetings, standardizing company-wide training materials.
- Represented sales force at ’07 Planning, Budgeting, and Marketing /Management meeting with upper-level management and Sankyo executives (parent company).
Luxury Equestrian Realtor
The Elebash Company
Wellington
09.2002 - 01.2004
- Closed nearly $7 million in residential real estate in first year as realtor, completing 12 transactions while establishing new client relationships in Florida market.
- Maintained equestrian facilities, ensuring safety and cleanliness for all participants.
- Guided training sessions for new riders, enhancing their skills and confidence.
- Maintained equestrian facilities, ensuring safety and cleanliness for all participants.
- Assisted in organizing local equestrian events, promoting community engagement and participation.
Owner Manager
Timber Ridge Farm
Huntington
01.1999 - 09.2002
- Oversaw daily operations of diverse agricultural enterprise, ensuring productivity and sustainability.
- Transitioned to full-time Manager after achieving marketing goals and reaching 100% barn capacity.
- Managed and operated a successful equestrian facility 22 stall equestrian facility, while working flex time for Abbott Labs.
- Directed daily management of million-dollar operation, optimizing resources and maintaining financial stability.
- Imported and trained horses and developed sales business in the the US.
Urology Specialist
Abbott Labs
Huntington
01.1998 - 12.1999
- Sold Hytrin and Biaxin to internists, urologists, family practitioners, enhancing product visibility.
- Boosted Hytrin sales by 42% in urology practices, contributing to overall growth of 23%.
- Grew Biaxin sales by 21% despite competition from newer antibiotics, demonstrating strong market position.
District Trainer
Bristol Myers Squibb
Huntington
09.1995 - 01.1998
- Developed comprehensive training programs for new and existing staff across multiple departments, enhancing skills and knowledge.
- Developed new training program for the Cardiovascular/Endocrinology team.
- Trained and mentored team of 8 full-time national trainers, ensuring consistent delivery of training standards.
- Sold Glucophage, Pravachol, and Cefzil to Internists, Cardiologists, Endocrinologists, and FPs.
- Collaborated with management to identify training needs and performance gaps, informing targeted training initiatives.
- Trained team of 8 full-time national trainers.
- Launched Glucophage into the US market- achieved one of the highest market shares in the region.
Team Leader
Rhone Poulenc Rorer
Chicago
06.1992 - 06.1995
- Coordinated cross-functional training programs, enhancing staff development and skill alignment.
- Provided training and support, motivating team members to achieve objectives effectively.
- Fostered positive work environment, increasing collaboration and communication among team members.
- Promoted and sold Azmacort, Nasacort, and Slobid to healthcare professionals., to Internists, Pulmonologists, ENT, Family Practitioners, and Allergists.
- Increased market share through numerous extracurricular activities including 'A Private Evening at Sax 5th Ave' with over 300 physicians and their spouses attending.
- Developed the District Newsletter with information and ideas for pull-through sales, competitive info, etc.
District Trainer
Johnson & Johnson, McNeil Consumer
Richmond
08.1989 - 06.1992
- Collaborated with management to assess training needs and address performance gaps.
- Collaborated with management to identify training needs and gaps in performance.
- Maintained comprehensive records of training activities, ensuring accurate attendance and feedback tracking.
- Presented Tylenol, Mylanta, and Imodium to healthcare providers including internists, family practitioners, pediatricians, ob-gyns, and gastroenterologists.
- Trained nationwide on new computer technology, enhancing user proficiency.
- Received Aristae Award for outstanding performance in first year of service.
- Launched new product, Children’s Motrin. Earned top sales in the region.
- Sold Tylenol, Mylanta and Imodium to Internists, FP’s, Pediatricians, Obgyn’s, Gastroenterologists.
- Launched new product, Children’s Motrin. Earned top sales in the region.
Manager, Junior’s Division
Macy’s
Livingston
09.1987 - 08.1989
- Managed staff scheduling and training to enhance team performance and improve service quality.
- Implemented strategies to reduce product shortage by nearly 85% through team collaboration.
- Coordinated promotional events and merchandising displays to drive customer engagement.
- Completed Macy’s Executive Management Program.
- Conducted training sessions, hired new staff, and managed employee terminations.
- Achieved highest sales for the year in Junior Dress Dept after planning and producing fashion shows in the department with the sales team.
- Coordinated promotional events and merchandising displays to attract customer engagement.
- Graduated from Macy’s Executive Management Program.
Education
B.S. - Economics
Virginia Tech
Blacksburg, VA01-1987
Some College (No Degree) - Business And Managerial Economics
Oxford University, Trinity College
Oxford, EnglandSkills
- Strategic planning
- Financial management
- Product development
- Supply chain management
- Ecommerce strategy
- Regulatory compliance
- Ecommerce management
Timeline
Chief Executive Officer
CorePerformance Feeds, LLC
12.2025 - Current
Chief Executive Officer, Keyflow USA
Keyflow USA
09.2023 - 12.2025
Business Development Manager East Coast
HyGain Feeds USA
09.2020 - 09.2023
Senior Territory Manager
American Regent Animal Health
01.2004 - 09.2020
Luxury Equestrian Realtor
The Elebash Company
09.2002 - 01.2004
Owner Manager
Timber Ridge Farm
01.1999 - 09.2002
Urology Specialist
Abbott Labs
01.1998 - 12.1999
District Trainer
Bristol Myers Squibb
09.1995 - 01.1998
Team Leader
Rhone Poulenc Rorer
06.1992 - 06.1995
District Trainer
Johnson & Johnson, McNeil Consumer
08.1989 - 06.1992
Manager, Junior’s Division
Macy’s
09.1987 - 08.1989
B.S. - Economics
Virginia Tech
Some College (No Degree) - Business And Managerial Economics
Oxford University, Trinity College