Selected work in animal health marketing
Most marketing departments serve one brand. For ten years, mine has served dozens: KVP’s own brands, our DTC business, and the private label partners who carry most of our revenue. These are a few of the ways that work paid off.
The agency inside the manufacturer
The agency inside the manufacturer
Private label usually becomes a price fight. We made the marketing department a full-service agency for our partners, at no cost to them, so switching suppliers meant losing a creative team too. Every major US veterinary distributor is now a partner.
Private label usually becomes a price fight. We made the marketing department a full-service agency for our partners, at no cost to them, so switching suppliers meant losing a creative team too. Every major US veterinary distributor is now a partner.
Balto, one brand, many buyers
Balto, one brand, many buyers
Orthopedic braces have to fit perfectly and rarely get bought twice, so every sale is won from scratch. We treated the vet, the marketplace shopper, and the direct customer as three different buyers and built each channel for its own. Growth came without one channel eating another.
Orthopedic braces have to fit perfectly and rarely get bought twice, so every sale is won from scratch. We treated the vet, the marketplace shopper, and the direct customer as three different buyers and built each channel for its own. Growth came without one channel eating another.
Launching new revenue
Launching new revenue
A clinical consumable category full of poor product and empty sustainability claims. We built the brand on one promise, better to use and better for the environment, and launched it through distribution with campaigns ready to run. It broke every campaign metric at the distributor and became 10%+ of company revenue in year one.
A clinical consumable category full of poor product and empty sustainability claims. We built the brand on one promise, better to use and better for the environment, and launched it through distribution with campaigns ready to run. It broke every campaign metric at the distributor and became 10%+ of company revenue in year one.
Private label with a purpose
Private label with a purpose
A recovery collar is as commodity as it gets. We gave it a cause the buyer already cared about, partnering with Not One More Vet on veterinary mental health and Susan G. Komen. It became the most successful printed collar launch in the program’s history.
A recovery collar is as commodity as it gets. We gave it a cause the buyer already cared about, partnering with Not One More Vet on veterinary mental health and Susan G. Komen. It became the most successful printed collar launch in the program’s history.
The Bowman Report spreads and Binary Bytes cereal box / Image to come
The Bowman Report spreads and Binary Bytes cereal box / Image to come
The Bowman Report spreads and Binary Bytes cereal box / Image to come
The Bowman Report spreads and Binary Bytes cereal box / Image to come
The Bowman Report
25k sessions / quarter
25k sessions / quarter
A manufacturer of recovery collars has no obvious seat in the industry’s biggest conversations. I created The Bowman Report to give KVP one. It’s a thought-leadership publication that brings experts together on the questions shaping veterinary medicine, from telehealth and the vet-client-patient relationship to machine learning and sustainability. The design is part of the point. One issue on machine learning shipped as a cereal box. The Bowman Report won a Vetty Award in 2022.
A manufacturer of recovery collars has no obvious seat in the industry’s biggest conversations. I created The Bowman Report to give KVP one. It’s a thought-leadership publication that brings experts together on the questions shaping veterinary medicine, from telehealth and the vet-client-patient relationship to machine learning and sustainability. The design is part of the point. One issue on machine learning shipped as a cereal box. The Bowman Report won a Vetty Award in 2022.
Recognition
Recognition
Nine Vetty Awards, across trade show booths, booth graphics, websites, logos, print, illustration, and partner work. Vetty Award for The Bowman Report, 2022. Not One More Vet award for product design and partnership.
Speaking
Speaking
Animal Health, Nutrition & Technology Innovation Summit, Boston and London. Pet Innovation Summit, Los Angeles. Veterinary Innovation Summit, Kansas City. Panels alongside C-suite executives on sustainability and innovation in animal health.
Will Schwing
Fractional CMO and demand strategy for animal health and pet brands. Pasadena, California.
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.
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.
Résumé PDF pending
Figures are shown as growth rates and ranges to respect company and partner confidentiality.
© 2026 Will Schwing