Vital announces appointment of senior management team

Vital announces appointment of senior management team and new product marketing focus

Vital Pet Group, has announced the recent recruitment of high calibre senior managers, including Heather McManus who takes on a new post as Sales and Marketing Director. Joining Heather in Vital’s senior management team is Helen Goddard, Senior Buyer, while Zoe Fleming is Head of Customer Experience and Peter Sutcliffe is the new Operations Director.

Heather’s appointment signals a revitalised marketing strategy including the promotion of Francesca La Rosa to the position of Product Marketing Manager. Fran will be the point of contact for new suppliers and existing suppliers launching new ranges and products, providing multichannel support. It means that suppliers will now have assistance with every aspect of their launch, benefiting from merchandising support and bespoke solutions, brand advocacy through the field sales team and digital and print communications.

This exciting programme has already allowed Vital to onboard a number of new, high profile suppliers including Lily’s Kitchen, Edgard Cooper, Almo Nature and Cath Kidston.

During 2019, Vital also put 36 new vehicles on the road, including refrigerated vans to deliver fresh and frozen foods. The distribution network has also been strengthened by additional new sites in Glasgow, Surrey, Coventry and Birstall, allowing goods to be transferred between vehicles in clean, dry conditions. A new automated warehouse management system is also expected to deliver operational efficiencies throughout 2020.

New Sales and Marketing Director, Heather McManus says she’s been impressed by the energy around the Vital business, “I did my homework before joining and couldn’t help but be impressed by the drive and ambition that’s gone into propelling this business forward. The pet trade has huge potential and Vital really acknowledges its place at the centre of the supply chain and is looking to add the value that everyone needs, throughout the channel. It’s something I decided I wanted to be part of and I’m looking forward to making a difference.”

Heather is currently developing her strategy for 2020, with an exciting announcement around future campaigns and events scheduled mid-year.

Retailers can find out the latest news and updates from Vital at