Marketers have
one job.
Create demand.

Marketers have
one job.
Create demand.

I’m Will Schwing, a CMO in animal health, available as a fractional CMO to a few brands per year. Demand gen is the job, but how we get there is the secret sauce.

I’m Will Schwing, a CMO in animal health, available as a fractional CMO to a few brands per year. Demand gen is the job, but how we get there is the secret sauce.

Book a 30-minute strategy call

See the work

Fifteen+ years in marketing. Nine-time Vetty Award winner.

Speaker at global innovation summits. Discreet doyen.

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.

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.

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

• A channel stalled, or your channels are competing.

• A channel stalled, or your channels are competing.

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

• 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.

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

• The product is better than the brand around it.

• The product is better than the brand around it.

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

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

One job, done
however your brand needs it.

One job, done
however your brand needs it.

Pick the Sprint, pick a service, bring me in as your fractional CMO, or combine them. Everything is scoped to the demand problem in front of you.

Pick the Sprint, pick a service, bring me in as your fractional CMO, or combine them. Everything is scoped to the demand problem in front of you.

The GTM Sprint.

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 positioning

Brand and positioning

Identity, messaging, and naming that give people a reason to choose you.

Identity, messaging, and naming that give people a reason to choose you.

01

Packaging

Packaging

Systems and refreshes that sell on the shelf and pass compliance.

Systems and refreshes that sell on the shelf and pass compliance.

02

Creative and media

Creative and media

Campaigns, sales materials, and trade show environments.

Campaigns, sales materials, and trade show environments.

03

Digital

Digital

Paid, social, SEO and SEM, and organic.

Paid, social, SEO and SEM, and organic.

04

Web and product

Web and product

Websites, e-commerce, and app and product work.

Websites, e-commerce, and app and product work.

05

Channel and distribution

Channel and distribution

Distributor 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.

06

Launch

Launch

Full go-to-market execution for a new product or category.

Full go-to-market execution for a new product or category.

07

Fractional CMO

Fractional CMO

Senior 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.

08

Scoped and quoted per engagement.

Scoped and quoted per engagement.

All services

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

Demand, created.

Demand, created.

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.

All work

What partners said about my work and my teams.

What partners said about my work and my teams.

“KVP’s marketing is gorgeous and part of the reason we want to work together.”

Dr. Georgensen, SVP, Mars

“Do not underestimate the power of KVP’s brand.”

César França, former President, Global Proprietary Brands, Covetrus

“The thing that puts KVP over the edge is not just price or product, but the marketing services you offer.”

Joseph McElmery, VP Supply Chain, Thrive Pet Healthcare

The Strategy Desk

The Strategy Desk

Where animal health is heading, and what it means for the brands selling into it.

Where animal health is heading, and what it means for the brands selling into it.

Continue on Substack to confirm your subscription.

Private Label Goes Public

Private label just took a record share of the American shopping cart, and pet led every category in the store.

Who Owns the Answer?

Across B2B, buyers now build their shortlist inside an AI model before they ever talk to you.

The Retail Pincer Closes on Animal Health

Four years of declining visits. A retail pincer two months in the making. And a thirty-year-old precedent in human pharmacy that nobody seems to be reading.

Bring your hardest demand problem.

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.

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