Embark PORTFOLIO EXPANSION

Description: Pet health product trends following human product trends, including data-tracking and gut health. To sustain Embark Veterinary business growth by attracting new segments and capturing greater share of wallet (SOW) from existing customers, led product portfolio expansion marketing efforts, building awareness and consideration of new pet health testing categories: 1) age testing; and 2) gut health testing. Worked closely with two external partners to launch epigenetic “Age Test,” “Gut Health” kit and a range of microbiome-related supplements.

My role:  VP, Product Marketing overseeing 7-person product marketing, PR and creative team focused on product branding, pre-market creative testing, and GTM activation & measurement. Led cross-functional collaboration with Product Development and Growth Marketing teams (channels: email, display, affiliate, social, influencer, direct mail, site).

Results:

• Increased top tier media coverage of Embark Veterinary by 10% through product-focused, customer-focused, and canine expertise content. Achieved 183% more coverage than top competitor in 2022.

• Exceeded Age Test Q4 revenue and contribution profit goals

• Increased SOW among existing customer segments targeted

• Improved quarterly portfolio ROAS by 10% YoY