Brand and product
Brand, campaigns and launches for an animal health, equine and agriculture portfolio of 150 product lines sold in 12 countries, with the marketing budget for my section presented to the directors each year.
I take animal health products from first idea to launch, and then I check they worked.
I’m Naiomi, a brand and product marketer. I lead the brand, the campaigns and the launches across animal health, equine and farm, and before that I nursed animals in the UAE and the UK and taught animal science for five years.
Now: Product & Brand Manager, Kersia Group (formerly Neogen), May 2022 – Present
How I take a product to market
I can’t show the products, so here’s the work, step by step, and what it changed.
Same product, different message
- Insight
Read the feedback and sales data
- Build
Find why it underperformed
- Campaign
Write a message per region
- Launch
Adapt it for each market
- Review
Check it with customers
In the Middle East and Africa the campaign led with what the product kills and how quickly. In Europe it led with safety.
- Kersia Group
- Neogen
- Bury College
- Reaseheath College
- Hopwood Hall College
- Aberystwyth University
- University of Bolton
- Myerscough College
- Wildlife breeding centre, UAE
- Kersia Group
- Neogen
- Bury College
- Reaseheath College
- Hopwood Hall College
- Aberystwyth University
- University of Bolton
- Myerscough College
- Wildlife breeding centre, UAE
I know the animals, and the people who buy for them.
Brand work is easier when you’ve been on the other side. I’ve treated the animals, taught the people who care for them and sold the products they buy.
Veterinary and wildlife
Three years as a veterinary nursing assistant in the UAE and the UK, assisting with more than 500 procedures and caring for more than 50 species, including endangered wildlife.
Equine and farm
Products for horses, farms and vets, backed by a BSc (Hons) in Animal Science from Aberystwyth, so I can talk to riders, farmers and vets in their own terms.
Teaching
Five years lecturing animal and equine science at three colleges, with a PGCE at First, and 600 students supported into work or higher education.
I build communities for fun, too
Outside work I am Nayvee, a Pokémon content creator. I grew my TikTok to more than 10,000 followers and 94,000 likes, built a Facebook page of 5,500 followers, run a Discord server for the community, and go live every week.
It is how I learnt what makes people stop scrolling, and how to talk to a Gen Z audience in their own language.
Nayvee
Pokémon creator
10.2k
TikTok followers
- 94kTikTok likes
- 5.5kFacebook followers
- 375YouTube subscribers
- 64YouTube videos
- Weeklylive streams
Brand or campaign marketing manager.
In animal health, pet, equine, zoo or conservation. I’d bring the launches, the campaign planning per market, the budget I’ve owned and presented to directors, and the team of eight I’ve already led.
Product manager, from idea to lifecycle review.
I take products from the first idea through R&D, regulatory and creative to launch, then review how they performed and change what isn’t working.