Wag & Bright Supply Co. — Ongoing Fractional Marketing Leadership & Brand Strategy
Some brands need marketing support. Others need a strategic partner embedded within the business.
Wag & Bright is a female-founded Canadian pet wellness company on a mission to make daily oral care easier, safer, and more approachable for dogs and their humans.
With products already available in more than 2,000 stores across 30+ countries, the brand was entering a new stage of growth. The opportunity wasn't simply to market products, but to build a scalable marketing engine that could support both wholesale expansion and direct-to-consumer growth.
As a Fractional Marketing Partner, my role extends beyond campaigns and content. I work alongside the leadership team to create systems, strategies, and communications that support long-term growth while ensuring the brand remains approachable, educational, and true to its values.
This partnership continues to evolve as the company expands into new markets, launches new products, and strengthens its presence across multiple channels.
What I Delivered
Marketing Leadership & Strategic Planning
Developed a comprehensive annual marketing strategy that aligned business goals, product launches, sales initiatives, and channel priorities.
This included:
Annual campaign planning
Marketing roadmaps and workback schedules
Budget planning
Channel strategy
Growth initiatives for both wholesale and direct-to-consumer audiences
Cross-functional project management
The goal was to create a sustainable framework that could grow alongside the business.
Brand Positioning & Messaging
Refined brand messaging to establish a stronger market position within the pet wellness category.
This work focused on clearly communicating that Wag & Bright products are not treats, but daily wellness products designed to support a dog's long-term oral health.
Messaging frameworks were developed to educate consumers while differentiating the brand in a crowded market.
Key messaging themes included:
Daily wellness habits
Ingredient transparency
Safe, effective oral care
Functional products with purpose
Making oral health approachable for pet parents
Product Launch Strategy
Built multi-channel launch campaigns for new product releases and flavour expansions.
Campaign planning included:
Product photography coordination
Website updates
Email marketing campaigns
Retailer communications
Wholesale partner outreach
Influencer and UGC programs
Social media campaigns
Creative asset planning
Every launch was built to serve both consumer and retailer audiences simultaneously.
Website & Customer Journey Optimization
Created and refined website copy, product descriptions, and educational content to improve the customer experience and support conversion.
Projects included:
Product page copywriting
SEO optimization
Educational content development
Landing pages
Website audits
Customer journey mapping
The focus was on making oral wellness feel approachable while helping customers understand the value of daily preventative care.
Email Marketing & Lifecycle Communications
Developed email strategies designed to nurture customers at every stage of their journey.
Flows included:
Welcome series
Cart abandonment
Post-purchase education
Replenishment reminders
Win-back campaigns
Product launch campaigns
Subscriber engagement initiatives
Wholesale communication strategies were also developed to support distributors, retailers, and partners.
Wholesale & Retail Partner Support
Created marketing resources to support retailers and distributors carrying the brand.
Deliverables included:
Faire marketplace optimization
Wholesale catalogues
Distributor education materials
Retailer training resources
Sales messaging frameworks
Product education assets
The goal was to equip partners with the tools they need to confidently sell and educate customers.
Results & Impact
This partnership established a marketing foundation designed to support both immediate growth and long-term scalability.
Together, we've built systems that allow the business to move beyond reactive marketing and toward intentional, strategic growth.
The work established:
✓ A unified brand voice across consumer and wholesale channels
✓ A scalable annual marketing framework
✓ Stronger product positioning within the pet wellness category
✓ Customer journeys designed to educate and convert
✓ Marketing systems that support future growth
✓ Resources that empower retailers and distributors
Most importantly, we've created a marketing ecosystem that supports the brand at every stage, from awareness and education to purchase, loyalty, and advocacy. For Wag & Bright, that means helping dog owners build simple, sustainable oral care routines that support healthier, happier lives.
Project Highlights
Client: Wag & Bright Supply Co.
Industry: Pet Wellness | Consumer Packaged Goods (CPG) | E-Commerce
Headquarters: Canada
Global Reach: 2,000+ retail locations across 30+ countries
Services Provided:
Fractional Marketing Leadership
Marketing Strategy
Annual Campaign Planning
Product Launch Strategy
Brand Positioning
Copywriting
Email Marketing
Website Optimization
Customer Journey Mapping
Retail & Wholesale Marketing Support
Project Management
Contractor Management
Audiences Served:
Direct-to-Consumer Customers
Retailers
Distributors
Wholesale Buyers
Industry Partners
Pet Parents
What I Love About This Project
The best marketing partnerships don't feel transactional, they feel like an extension of the team.
This project allows me to operate where strategy and execution intersect, building systems, campaigns, and communications that support every stage of the business. From launching new products to educating pet parents around the world, every initiative contributes to something bigger than sales.
It's about building trust, creating healthy habits, and helping a growing brand scale with intention. Because behind every product is a dog that's part of someone's family, and that makes the work meaningful.
Fractional Marketing Leadership • Marketing Strategy • Brand Positioning • E-Commerce Marketing • Email Marketing • Product Launch Strategy • Customer Journey Mapping • Wholesale Marketing • Copywriting • Project Management