Rafi Kalachian

H&H Group owns and operates Zesty Paws Pet Supplements and Solid Gold Pet Food

Launched DTC ecommerce site (shop.redbarn.com), new dry pet food line, and led the Amazon seller central and iMAP strategy.

Brought in to update business model and revive lagging sales. Cleaned up the portfolio and implemented drastic, disruptive product innovation. Transformed company from a few low profit SKUs at independent stores to a powerhouse brand. Led digital advertising, ecommerce, consumer marketing, trade marketing, customer service, and product management teams. TURNAROUND & BRAND GROWTH: Converted a small, value brand with low margin, undifferentiated products and struggling in an increasingly competitive space to a major, highly profitable industry player. ►Created a powerhouse brand with multiple product lines at national retail chains. ►Increased profit margins >20pp, drove stronger EBITDA and improved valuation metrics. DIGITAL MARKETING: Pioneered digital marketing strategies that increased brand awareness and customer acquisition. ►Managed marketing teams responsible for media buying, blog content, e-commerce and data analytics across all channels, i.e. Instagram, FB, Google & display ads, influencers, email, podcasts, YouTube and mobile apps. ECOMMERCE: Led launch and growth of our Amazon strategy and marketing into an 8-digit sales channel with a double digit growth YOY. DISTRIBUTION CHANNELS: Helped increase distribution to national chains Petco, PetSmart and Menards. ►Supported 50+sales people; engaged in-store key account support through displays, signage, and training.

Led a cross-functional team in designing and launching new products in the iPhone and iPad space. Implemented a new global product development process that was later used by multiple divisions. TURNAROUND LEADERSHIP & RESTRUCTURING: More than doubled sales revenue during tenure and increased operating profits by 26pp. ►Implemented a global phase gate process and synchronized team efforts to improve operations. ►Restructured corporate processes; coordinated teams and functions across divisions and the globe. PRODUCT INNOVATION & MARKET SHARE GROWTH: Launched hundreds of innovative products through multiple global retail outlets including Apple Stores, AT&T, Walmart, Target, Costco, Best Buy, Orange, Dixons, Carrefour and Tesco. ►Catapulted global team to #1 in market share for North America, Europe, South Korea and Australia. INTEGRATED MARKETING: Leveraged tight inventory asset management and effective marketing strategies to bolster growth. ►Created a seamless brand experience for the consumer, melding all aspects of marketing communications.

Nutro: led the growth of a highly profitable portfolio of premium pet foods sold at national chains and in over 12,000 pet specialty stores. SALES REVENUE & BUSINESS GROWTH: Expanded at 5X the industry growth rate with a fraction of competitor resources. ►Played key role in doubling sales during tenure. ►Most categories experienced triple-digit top & bottom-line growth, with higher average selling prices. MARKETING & PORTFOLIO MANAGEMENT: Oversaw national marketing and promotional activities across multiple sales channels. ►Managed a portfolio of wet foods and treats for dogs and cats; spurred 66% growth during tenure.

Led the profitable growth of DTC direct to consumer online ecommerce startup through search engine marketing (SEM, SEO, PPC).

Helped launch several software startups; properties eventually sold to Google, Napster, and Lending Tree.

Developed groundbreaking new product concepts and market positioning strategies.