.png){kind=logo}
.svg){kind=small}
As Head of Marketing and Ecommerce at Elements Brands, I helped identify, evaluate, and acquire Natural Dog Company, a fast-growing but niche pet care brand known primarily for its all-natural skin and paw balms.
Following the acquisition, I led the brand’s ecommerce transformation and growth strategy, expanding the product line, overhauling the digital experience, scaling paid acquisition, and turning Natural Dog Company into one of the most recognized pet wellness brands in the DTC and marketplace space.
At the time of acquisition, Natural Dog Company was a single-category brand with limited growth potential. Despite strong product-market fit and an active customer base, most customers made one purchase and never returned.
The challenge was to evolve the brand from a single-product success into a multi-category pet wellness leader, driving both new customer acquisition and recurring revenue through retention and subscription growth.
Before acquisition, I conducted a detailed marketing and operational audit to assess brand potential, customer behavior, and scalability. I evaluated the existing ecommerce setup, marketing funnel performance, paid media efficiency, and customer retention metrics to build a post-acquisition growth roadmap.
After acquisition, I led the migration of Natural Dog Company’s website from WordPress and WooCommerce to Shopify Plus, optimizing the brand’s ecommerce performance and positioning it for scale.
The new platform improved site speed, checkout flow, and merchandising flexibility while enabling bundled offers, subscription integration, and post-purchase upsells. These upgrades were critical for improving LTV and retention.
One of the most significant growth drivers was the expansion of Natural Dog Company’s product lineup. I guided the brand’s evolution from a balm-only business into a full pet wellness ecosystem, introducing new product categories that complemented the brand’s original success.
We launched product lines across:
Each new product vertical created natural cross-sell and upsell opportunities, turning one-time balm buyers into long-term subscribers.
To increase reorder rates and subscription adoption, I created lifecycle journeys around category-based prevention and maintenance.
For example:
A customer purchasing a Skin Soother Balm for a dog’s rash would later receive messaging about complementary products like Skin & Coat Supplements, Salmon Oil, and Skin & Coat Shampoo. These additional products helped prevent future issues and established an ongoing routine.
This vertical-based approach built trust and drove consistent repeat purchasing behavior, significantly lifting lifetime value.
I scaled Natural Dog Company’s acquisition channels on Meta and TikTok, using a creative testing framework and audience segmentation strategy focused on storytelling and community building.
Rather than running simple product ads, campaigns positioned the brand as an authority on dog wellness, resonating deeply with “pet parents” who saw themselves as caretakers rather than consumers.
This approach allowed the brand to scale ad spend profitably while improving efficiency across channels.
To diversify revenue and reach, I led the strategy for Natural Dog Company’s marketplace expansion on Amazon and Chewy.
By leveraging the brand’s strong reputation and thousands of positive reviews, we launched new products into an ecosystem where customers already trusted the brand.
The Salmon Oil launch exemplified this approach, achieving top-three organic rankings for “salmon oil for dogs” within weeks and driving significant incremental revenue.
This success led to the creation of a repeatable Amazon Product Launch Playbook used to efficiently scale new SKUs across the portfolio.
Under Elements Brands, Natural Dog Company evolved from a niche balm business into one of the most trusted names in pet wellness.
By expanding into full wellness verticals, modernizing the ecommerce platform, and aligning paid, lifecycle, and marketplace strategies, the brand built a sustainable growth engine that continues to generate compounding revenue and customer loyalty.
