Building a direct-to-consumer business for pet food – In recent years, manufacturers discovered the vast opportunities of building a direct-to-consumer business. Yet some pet food companies are behind and still operating with the mindset that they can only go through retail channels to grow their businesses. By developing a direct-to-consumer business, pet food manufacturers can garner additional margin, consumer intelligence and learning that not only enhances their ability to stay current, but mitigates risks of Amazon and business trend weaknesses existing in the pet food retail industry, particularly in pet specialty. Watson offers a provocative call-to-action for how pet food companies can transform their businesses and grow in a new way
Watson is a senior executive with more than 20 years of success in the retail/wholesale, digital and direct-to-consumer industries. Previously, she served as senior vice president and interim chief marketing officer at Petco, president of consumer direct at Wolverine Worldwide and vice president, direct marketing services, for Williams-Sonoma. She currently works independently and serves on two companies’ board of directors: True Leaf Pet and Dakota Supply Group. Watson also works for Emissary out of New York, where she connects companies to vendors for potential partnerships. She holds a master’s degree in human centered design, design methods, and a bachelor’s degree in marketing and management with a focus on international business and French. Watson has held numerous board seats and committee positions with businesses, advocacy groups and non-profits.