Go-to-market plans for animal health and pet brands.

I take on two outside engagements a quarter. Each starts with a four-week sprint that turns a launch, a stalled channel, or an upcoming raise into a plan your team can run and your board will back.

Book a 30-minute intro call

How it works

How it works

1

1

Week 1, listen

Interviews with your leadership and key stakeholders, plus a review of your data, materials, and channels

Interviews with your leadership and key stakeholders, plus a review of your data, materials, and channels.

2

2

Week 2, diagnose

Your market, your competitors, and the economics of each channel

Your market, your competitors, and the economics of each channel.

3

3

Week 3, build

Positioning, the channel plan, and the budget

Positioning, the channel plan, and the budget.

4

4

Week 4, hand off

The 90-day roadmap, a working session with your team, and the board summary

The 90-day roadmap, a working session with your team, and the board summary.

Built for brands that need demand, not another deck.

Built for brands that need demand, not another deck.

I work with animal health, veterinary, and pet brands, both startups and small companies as well as established category leaders, at the moments that decide whether a year is good or bad.

• You’re launching a product or entering a new category.

• A channel stalled, or your channels are competing.

• Preparing for a cap raise & need a plan investors will believe.

• You sell through distributors or private label and the relationship isn’t pulling its weight.

• The product is better than the brand around it.

• You need a marketing leader at the table, not a full-time hire.

The GTM Sprint.

The GTM Sprint.

A go-to-market plan your team can run: positioning and messaging, a channel and budget plan, a competitive read, and a 90-day roadmap. You keep the plan either way.

A go-to-market plan your team can run: positioning and messaging, a channel and budget plan, a competitive read, and a 90-day roadmap. You keep the plan either way.

Book a 30-minute strategy call

$8,500

$8,500

Four weeks. Fixed scope.

Four weeks. Fixed scope.

Brand and positioningIdentity, messaging, and naming that give people a reason to choose you.
Identity, messaging, and naming that give people a reason to choose you.
Scoped and quoted per engagement.
PackagingSystems and refreshes that sell on the shelf and pass compliance.
Systems and refreshes that sell on the shelf and pass compliance.
Scoped and quoted per engagement.
Creative and mediaCampaigns, sales materials, and trade show environments.
Campaigns, sales materials, and trade show environments.
Scoped and quoted per engagement.
DigitalPaid, social, SEO and SEM, and organic.
Paid, social, SEO and SEM, and organic.
Scoped and quoted per engagement.
Web and productWebsites, e-commerce, and app and product work.
Websites, e-commerce, and app and product work.
Scoped and quoted per engagement.
Channel and distributionDistributor programs, private label partnerships, and marketplace setup on Chewy, Amazon, and direct.
Distributor programs, private label partnerships, and marketplace setup on Chewy, Amazon, and direct.
Scoped and quoted per engagement.
LaunchFull go-to-market execution for a new product or category.
Full go-to-market execution for a new product or category.
Scoped and quoted per engagement.
Fractional CMOSenior marketing leadership on a retainer, scoped to what your team needs. Retainer fee set by scope.
Senior marketing leadership on a retainer, scoped to what your team needs. Retainer fee set by scope.
Scoped and quoted per engagement.
Brand and positioningIdentity, messaging, and naming that give people a reason to choose you.
Identity, messaging, and naming that give people a reason to choose you.
Scoped and quoted per engagement.
PackagingSystems and refreshes that sell on the shelf and pass compliance.
Systems and refreshes that sell on the shelf and pass compliance.
Scoped and quoted per engagement.
Creative and mediaCampaigns, sales materials, and trade show environments.
Campaigns, sales materials, and trade show environments.
Scoped and quoted per engagement.
DigitalPaid, social, SEO and SEM, and organic.
Paid, social, SEO and SEM, and organic.
Scoped and quoted per engagement.
Web and productWebsites, e-commerce, and app and product work.
Websites, e-commerce, and app and product work.
Scoped and quoted per engagement.
Channel and distributionDistributor programs, private label partnerships, and marketplace setup on Chewy, Amazon, and direct.
Distributor programs, private label partnerships, and marketplace setup on Chewy, Amazon, and direct.
Scoped and quoted per engagement.
LaunchFull go-to-market execution for a new product or category.
Full go-to-market execution for a new product or category.
Scoped and quoted per engagement.
Fractional CMOSenior marketing leadership on a retainer, scoped to what your team needs. Retainer fee set by scope.
Senior marketing leadership on a retainer, scoped to what your team needs. Retainer fee set by scope.
Scoped and quoted per engagement.

Advisory retainer

Advisory retainer

For teams that want senior judgment on call after the Sprint, ongoing advisory support is available. We’ll agree scope and terms together.

Retainer fee set by scope.

Retainer fee set by scope.

Frequently
Asked
Questions

Frequently
Asked
Questions

Do you work outside animal health?
My deepest experience is animal health, veterinary, and pet. I’ll consider adjacent consumer health and B2B manufacturing brands if the problem is a fit.
How do you handle confidentiality?
I sign an NDA before we share anything sensitive.
What do you need from us?
A decision-maker who owns the outcome, access to your sales and channel data, and three to five stakeholder interviews in week one.
Can you execute the plan too?
Yes. Packaging, web, and launch assets are available as add-ons, quoted after the Sprint.
How does payment work?
Half at signing and half at delivery. Retainers are billed monthly in advance.
Do you work outside animal health?
My deepest experience is animal health, veterinary, and pet. I’ll consider adjacent consumer health and B2B manufacturing brands if the problem is a fit.
How do you handle confidentiality?
I sign an NDA before we share anything sensitive.
What do you need from us?
A decision-maker who owns the outcome, access to your sales and channel data, and three to five stakeholder interviews in week one.
Can you execute the plan too?
Yes. Packaging, web, and launch assets are available as add-ons, quoted after the Sprint.
How does payment work?
Half at signing and half at delivery. Retainers are billed monthly in advance.

Refer and Earn $500

Refer and Earn $500

Know a brand that needs some help? If you refer a client who signs on for a sprint or comparable service, I’ll send you $500 as a thank-you, or donate it to a charity of your choice.

Refer a brand

Bring your hardest demand problem.

Bring your hardest demand problem.

In 30 minutes you’ll leave with a point of view, whether or not we work together. Whether that turns into a Sprint, a project, or a fractional CMO seat is a decision for after the call.

Book a 30-minute strategy call

Know a founder who needs this? Forward this page. If they sign, I’ll send you $500 or donate it to a charity you choose.

Will Schwing

Fractional CMO and demand strategy for animal health and pet brands. Pasadena, California.

Email

LinkedIn

The Strategy Desk

Résumé PDF pending

Figures are shown as growth rates and ranges to respect company and partner confidentiality.

© 2026 Will Schwing

Will Schwing

Fractional CMO and demand strategy for animal health and pet brands. Pasadena, California.

Email

LinkedIn

The Strategy Desk

Résumé PDF pending

Figures are shown as growth rates and ranges to respect company and partner confidentiality.

© 2026 Will Schwing

Will Schwing

Fractional CMO and demand strategy for animal health and pet brands. Pasadena, California.

Email

LinkedIn

The Strategy Desk

Résumé PDF pending

Figures are shown as growth rates and ranges to respect company and partner confidentiality.

© 2026 Will Schwing