NOVATO, CALIF. — On Feb. 12, PetWise, Inc. announced. the appointment of E. McDowell “Mac” Tillman as chief executive officer, effective February 5. Tillman succeeds Kevin Fick, who has served as CEO since 2012 and has been elevated to a new role within the board of directors by PetWise.
Tillman brings more than 25 years of enterprise-level experience to PetWise, leading high-performing teams and driving brand growth in the Consumer Product Goods and pet care industries. He most recently served as chief executive officer of Alete Active Nutrition, where he helped grow four brands and triple annual revenue in three years. He previously held roles at Big Heart Pet Brands, Del Monte Foods and Procter & Gamble, as well as senior-level positions at CamelBak and Timberland.
Before starting his career, Tillma served as a Major in the United States Marine Corps. He has a bachelor’s degree in general engineering from the US Naval Academy and an MBA from Cornell University.
“PetWise has a 30-year legacy of nurturing the special bond between pets and their families,” said Tillman. “In this new role, my focus will be to deepen meaningful connections through innovative products and engaging brand experiences unique to PetWise’s offerings. It is an exciting time to join this organization, and I am eager to work with our talented team to chart a course together for our next phase of growth and market leadership.
For nearly 12 years, PetWise, which rebranded from WorldWise in 2023, was led by Fick, who worked to build the company’s platform and portfolio. During his time, Fick helped secure investment in PetWise from A&M Capital Partners (AMCP), worked with AMCP to execute add-on acquisitions, and played a key role in building PetWise’s reputation.
“It’s been an amazing journey leading PetWise, but now it’s time for me to take the next step and join our board of directors, paving the way for new leadership to make their mark on the rest this company,” Fick said. “I am confident that under Mac’s leadership, PetWise will continue to thrive and succeed in the evolving landscape of the pet supplies market.”
Tillman will build on Fick’s leadership, focusing on PetWise’s strategy going forward, where the company will partner with existing customers to accelerate its e-commerce initiatives, grow its new Treatly™ brand, and use the insights to develop products tailored to pet parents. .
“We are thrilled to welcome Mac as the new CEO of PetWise,” said Ryan McCarthy, partner at AMCP. “We believe that Mac’s understanding of the pet supplies market, along with his experience in brand and product development, aligns with our goals for the Company, and we believe that his leadership will be instrumental in driving the next phase of our strategic growth. Importantly, as we welcome Mac, we greatly value Kevin’s leadership and look forward to his continued insights as a board member.
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