Elevating a pet brand to the next level often means expanding the brand footprint, reaching new buyers, launching new products, and increasing production – sometimes all at the same time. These big moves hinge on strategic hires that drive growth and innovation. In this article, our pet industry talent experts share invaluable insights on the critical team additions pet brands are making. Whether an emerging start-up or a well-established brand, securing and retaining the right talent is crucial in turning growth plans into reality.
Key Drivers Behind the Surging Demand for Pet Products and Pet Brand Recruiting
Before exploring the most sought-after talent in the pet sector, here’s a quick review of the broader industry landscape. The global pet population likely exceeds a billion, with pet ownership on an upward trajectory worldwide. Millennials, often delaying parenthood, along with the rising income of the growing middle class, are propelling the addition of animal “children” to households.
As a result, the increase in pet ownership has significantly boosted the need for pet products and services. Opportunities and challenges for pet brands abound. A larger market to tap into means higher profits. With more households treating pets as family members, the consumption of pet food, toys, accessories, and healthcare products is rising.
The challenge for brands is strategically scaling to meet this growing demand. As established companies expand and more brands enter the pet industry, competition for top talent intensifies, raising the stakes to attract high performers.
Top Talent on the Rise: Essential Pet Sector Roles That Drive Brand Growth
Leadership at rapidly expanding brands understands that the caliber of their teams at every level significantly drives their vision forward. Currently, the following functional areas are witnessing the greatest demand:
Pet Brand Executive Leaders: Steering Companies to New Heights
Many pet brand founders we collaborate with are looking to hand over the keys to the company they’ve started. With that, they understand the importance of selecting someone capable of stepping into the pivotal role of CEO to drive the company forward. This individual must possess the foresight and experience necessary to scale a pet brand effectively, focusing on critical growth areas such as sales expansion, product diversification, market penetration, and channel optimization.
Furthermore, strategically enhancing the executive team, especially by adding key C-suite roles like Chief Operating Officers and Heads of Supply Chain, is increasingly essential to supporting ambitious growth strategies.
Sean Conner, Co-Founder of ForceBrands, emphasizes that high-growth pet brands prioritize executive roles. He states, “Founders are searching for operational leaders who effectively collaborate with co-manufacturers, find ways to expand gross margin, and effectively guide the company through significant strategic transitions with steadiness.”
Innovators in Pet Product Development and R&D
Strategic leaders understand that developing a robust innovation pipeline is essential for maintaining a competitive edge in the pet industry. The industry is focused increasingly on health and wellness, with pet food manufacturers, for example, investing in research to develop products that cater to health-conscious pet owners.
R&D teams are pivotal in researching new ingredients, formulations, and production methods that align with current market trends and consumer demands. These teams ensure the brand stays ahead of the curve by continuously introducing novel products catering to pets’ health and wellness needs. By focusing on strategic R&D efforts, pet brands establish a steady stream of irresistible products and features that drive growth and market differentiation.
Sean Conner highlights a significant challenge in the pet industry: a scarcity of mid-market talent for product development and R&D. This often necessitates recruiting from larger companies with seasoned professionals. “Companies rely on us as employer brand ambassadors to our vast consumer brand talent network, effectively making a compelling case to potential hires on behalf of our clients,” Conner elaborates.
Brand Whisperers: Marketing Gurus Winning Over Pet Parents Everywhere
“High-growth brands are searching for marketing and branding experts who can show they’re in tune with cultural shifts that impact the pet sector and proactively refine brand messaging and outreach strategies to seize emerging opportunities,” explains Erin Linfonte, ForceBrands’ Manager of Client Strategy & Operations.
For example, pet brands are leveraging the “pets as people” trend by emphasizing human-grade pet food and high-quality supplement formulations that improve and extend the life of their beloved pets. Companies want strategists experienced in capturing the hearts of consumers who view their pets as family members and are willing to invest in premium products. Additionally in demand are tacticians who know how to utilize a mix of marketing channels to reach the growing audience of pet owners, including social media platforms, email marketing, influencer partnerships, and content marketing.
Digital Sales Mavens: E-commerce Experts Elevating Pet Brands Online
With U.S. e-commerce pet sales projected to reach $37.8 billion by 2025, comprising a quarter of overall pet industry sales, the need for skilled e-commerce professionals is evident. “E-commerce is the fastest growing channel for pet food and figures prominently in the strategic playbook of the brands we support,” explains Sean Conner.
Seasoned e-commerce experts who effectively establish and cultivate relationships with platforms like Amazon and Chewy have a bright future in the pet sector. High performers add value immediately by optimizing online sales, inventory, and customer engagement. Pet brands want to create seamless customer experiences, using data to make intelligent decisions about channels and products.
Masters of Retail: Conquering the Pet Product Shelf
While the direct-to-consumer pet food market is growing, the majority of pet owners still purchase their pet products in retail channels — specifically mass (like Target & Walmart), grocery (like Whole Foods), and specialty (like PetCo or PetSmart), indicating a rising need for professionals who can effectively penetrate the in-store market.
“The talent demand is particularly high for sales and retail experts with a track record of forging and nurturing strong ties with major retailers, especially among up-and-coming brands,” notes Erin Linfonte. Skilled retail professionals excel in negotiating shelf space and use their networks to secure spots in high-traffic venues like specialty and grocery stores. Their ability to ensure consistent product visibility and availability in key retail spots is crucial for expanding market share.
Strategic Hiring Unleashes Pet Brand Potential
Strategic hiring is crucial for scaling a pet brand today, with a focus on growth and innovation. As the global pet population and pet ownership increases, the demand for pet products and services rises, creating opportunities and challenges for pet brands. For the pet brands we support, essential roles for expansion include C-Suite executives, Direct-to-Consumer, Retail, Product Development and R&D, and Marketing and Branding talent. These positions drive forward the brand’s vision, help penetrate markets, innovate products, and refine marketing strategies to meet growing consumer demand, online and in-store.
As competition for top talent intensifies, attracting high performers becomes critical to success in the expanding pet industry. Take action now to secure top candidates for your pet brand.
