NOVATO, CALIF. — On Feb. 12, PetWise, Inc. announced the appointment of E. McDowell “Mac” Tillman to chief executive officer, effective Feb. 5. Tillman succeeds Kevin Fick, who served as CEO since 2012 and has been elevated to a new role within PetWise’s board of directors.
Tillman brings more than 25 years of enterprise-level experience to PetWise, leading high-performing teams and fueling brand growth in the Consumer Product Goods and pet care industries. He most recently served as chief executive officer of Alete Active Nutrition, in which 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 beginning 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,” Tillman said. “In this new role, my focus will be to deepen those meaningful connections through innovative products and engaging brand experiences that are unique to PetWise’s offerings. This is an exciting time to be joining this organization, and I am eager to collaborate 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, has been led by Fick, who worked to develop the company’s platform and portfolio. During his time, Fick helped secure an investment in PetWise from A&M Capital Partners (AMCP), collaborated with AMCP to execute add-on acquisitions, and played a key role in building PetWise’s reputation.
“It’s been a remarkable 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 this outstanding company,” Fick said. “I’m confident that under Mac’s leadership, PetWise will continue to flourish and succeed in the evolving landscape of the pet supplies market.”
Tillman will build upon Fick’s leadership, focusing on PetWise’s go-forward strategy, in which the company will partner with existing customers to accelerate its e-commerce initiatives, grow its new Treatly™ brand, and leverage insights to develop products that resonate with pet parents.
“We're thrilled to welcome Mac as the new CEO of PetWise,” said Ryan McCarthy, partner at AMCP. “We believe Mac’s understanding of the pet supplies market, coupled with his experience in brand and product development, align with our goals for the Company, and we believe his leadership will be instrumental in driving the next stage of our strategic growth. Importantly, as we welcome Mac, we are deeply appreciative of Kevin’s leadership and look forward to his continued insights as a board member.”
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