Animal Health and Nutrition

Work within the animal health field has spanned dairy, livestock, poultry and pig species. 

  • Pfizer Animal Health (now Zoetis) included public relations and marketing communications activities around vaccines used in dairy and beef segments. 
  • Helped lead a team that rebranded the Pfizer Global Poultry business, including managing marketing activities for vaccines and equipment targeting poultry operations in the U.S. and around the world. 
  • Managed marketing communications for swine products for Novartis Animal Health 

 Most work in the field of animal nutrition has been in the dairy industry.

  • Arm & Hammer Animal and Food Production work included creating strategic marketing communications plans to help drive business through nutritionists and other feed companies to U.S. dairy producers. 
  • Developed public relations and strategic communications activities in the calf and heifer nutrition marketplace with APC, Inc. and Milk Products

I've also worked with brands to help establish a presence in a new marketplace. I've done this with new product launches for Zoetis, which included launching genomics products in both beef and dairy markets. In addition, I helped establish a U.S. presence for SCR Dairy, which had been successful on a global level before entering this country. I led a team that navigated difficult existing distribution challenges and helped establish SCR as a dominant activity marketing brand. 

Farm Equipment

Key elements of work in the farm equipment field has been through public relations and dealer engagement. 

  • Managed marketing communications, branding and public relations activities for New Holland. Lead New Holland rebranding efforts, including a rebirth of several significant public relations activities centering on the SMART campaign model. 
  • Helped CNH Parts & Service  develop and implement strategies around how equipment dealers could integrate with the parent company to manage parts and service inventories and distribution needs. 

Ag Chemical

Experience within the agriculture chemical industry crosses two areas, specialty crops and row crops. 

  • Developed marketing communications strategy for Chemtura and assisted with developing and implementing public relations initiatives within several specialty crop markets.
  • Helped with event planning for the annual Bayer Issues Forum. This includes outreach to general ag media, creating story leads, coordinating interviews with Bayer personnel and general strategic planning for the event. 

Producer and Influencer Groups

  • Illinois Soybean Association: Managed a team centered on promoting the need for a stronger transportation infrastructure within Illinois and the Midwest. 
  • National Cattleman’s Beef Association: Developed and implemented strategies around rebranding the organization and achieving buy-in internally prior to executing external programs. 
  • Holstein Association, USA: Helped develop awareness and support for the National FAIR program, which creates a transparent traceability mechanism for livestock.
  • Wisconsin Milk Marketing Board: Guided implementation of outreach to Wisconsin dairy producers to promote the impact of the dairy industry on the state economy. 
  • Dairy Business Association: Helped this Wisconsin dairy producer organization with strategic branding initiatives and issues communication.
  • Dairy Cattle Reproduction Council: Led creation and development of this organization and managed annual events.
  • Hoard’s Dairyman: Enhanced the brand reputation with advertisers of the most respected publication in the dairy market. Led the development of the creative promotions around the annual Hoard’s Dairyman Cow Judging Contest. 

Crisis and Reputation Management

  • Pfizer Animal Health: Led activities that saved a key mastitis prevention product from being removed from the marketplace. This included an education campaign targeting U.S. dairy producers that informed them on proper product use techniques. 
  • Sparboe and Hyline: Managed response to undercover activist videos targeting both of these companies in separate incidents. 
  • Wisconsin Milk Marketing Board: Led development of a statewide, multi-species and stakeholder organization to direct a livestock industry response to a critical disease outbreak. 
  • Activist response and product recalls: Worked with a number of companies to help facilitate product recalls, in addition to responding to undercover activist video pressures. 
  • Training: Conducted crisis response and media training with a number of companies, including owners of large dairy operations.