Zoetis

Over the past decade, digital marketing has taught me to start with the customer and the business objective instead of with a channel or new technology. An integrated strategy should make it easier for the audience to move from awareness to consideration to action, with each touchpoint playing a clear role. That means aligning the message, timing and experience across paid media, owned platforms, sales enablement and the people customers already trust.

My experience across consumer and animal-health markets has also reinforced that integration is not the same as using every channel. It is about making deliberate choices based on what customers need, how they make decisions and what the business is trying to accomplish. I bring marketing, sales and subject-matter experts together early, then build a plan with shared objectives, consistent messaging and measurement that helps us learn and adjust. The result is a strategy that feels connected to customers and accountable to the business.

Paid, owned and earned media are complementary parts of one customer journey. Paid channels can help us reach the right audiences and test messages; owned channels such as websites, email and educational content, give us space to answer questions and deepen engagement. Earned channels, including expert voices, customer advocacy and trusted industry conversations, help build credibility.

The balance should reflect the market, not a fixed formula. Livestock segments differ in production systems, information needs, buying cycles and the roles of producers, veterinarians and other advisors. I would begin by understanding those differences, then tailor the channel mix and content while keeping the core value proposition consistent. In a relationship-driven market, for example, digital should support, not try to replace, trusted human expertise. I also look for ways for channels to reinforce one another, such as using paid media to bring audiences to useful owned content and equipping sales teams to continue the conversation.

Analytics make marketing more disciplined. Before launch, I want agreement on the objective, the audience and the indicators that will tell us whether the activity is working. Those indicators should extend beyond clicks and impressions to meaningful engagement, qualified demand, progression through the customer journey and, where attribution and data allow, sales outcomes.

" Integration is not the same as using every channel. It is about making deliberate choices based on what customers need, how they make decisions and what the business is trying to accomplish. "

Reporting is most useful when it leads to a decision. I use it to identify what is resonating, where audiences are dropping off and how we might improve targeting, creative, content or channel investment. I also believe in being transparent about what the data can and cannot prove. Livestock purchase cycles can be long, and multiple interactions and offline relationships may influence a sale. Connecting marketing to growth therefore requires collaboration with sales and clear definitions of shared outcomes, rather than claiming that one campaign caused a result. The goal is a learning loop that makes investment smarter over time.

Building in-house capability has shaped my view that digital maturity comes from people, process and partnership; not simply from adding tools. A strong team needs a blend of strategic thinking and hand-on skills, but it also needs clear priorities, room to experiment and access to the subjectmatter expertise that makes content credible in agriculture and animal health.

I focus on developing adaptable marketers who can connect customer insight to execution, interpret performance data and collaborate across functions. That includes creating shared ways of working, clarifying ownership and helping colleagues build confidence with digital channels and measurement. In-house teams are especially valuable when they preserve institutional and audience knowledge while bringing in outside expertise where it adds value. My aim is to build a team that can deliver today and keep learning as customer expectation and platforms change.

There are several priorities that come to mind; more useful and personalized digital experiences, continued growth in video and mobile-first content, stronger first-party data practices, SEO or GEO enhancements and more thoughtful use of AI. AI can help teams work more efficiently and tailor content, but it should support, not substitute, expert review, accuracy and authentic relationships. We should also prepare for evolving measurement expectations by improving consent-aware data practices and combining digital signals with customer and sales insights. The brands that will stand out are those that use new capabilities to be more helpful and trustworthy, not merely more present online.