VP, Private Label Business Development & Commercialization

Why This Role

Executive access and organizational authority: Reporting directly to the COO of North America, this role has direct line of sight to senior leadership and PE stakeholders. You will have the platform, the resources, and the cross-functional reach to execute without bureaucratic drag.

High-impact growth lever: Private label is one of Covetrus's most important drivers of margin expansion and competitive differentiation — your work will have direct enterprise-level impact.

Mission that matters: Help veterinarians run better practices with high quality, low cost product alternatives

Essential Duties & Responsibilities

• Define and execute a multi-year private label roadmap aligned to revenue growth, margin expansion, and enterprise value creation.
• Identify whitespace and growth opportunities across priority categories, including pharmaceuticals/Rx (inclusive of compounded products under 503A and 503B frameworks), surgical supplies, wound care, and nutritionals/supplements.
• Build and manage a scalable innovation pipeline, including new product development, sourcing, reformulation, and brand extensions.
• Establish and maintain clear brand architecture and positioning for Covetrus Brand, ensuring market credibility, consistency, and differentiation.
• Partner with Category Management to embed private label into category strategies, pricing models, and assortment planning.
• Develop and manage a high-performing supplier ecosystem, including manufacturers, 503A and 503B compounding partners, and sourcing vendors.
• Lead contract negotiations and cost optimization initiatives to ensure competitive COGS and sustainable margins.
• Oversee supplier onboarding and compliance in partnership with Regulatory and Quality teams, ensuring adherence to FDA, veterinary product standards, and applicable compounding regulations — including distinctions between 503A patient-specific and 503B outsourcing facility requirements.
• Implement supplier performance management practices including scorecards, QBRs, and risk mitigation strategies.
• Lead end-to-end commercialization of private label products, including positioning, naming, packaging, labeling, and regulatory coordination.
• Ensure channel readiness across Sales, eCommerce, and Distribution.
• Partner with Sales, Marketing, and Digital teams to drive adoption, conversion from national brands, field enablement, and promotional execution.
• Define and track core commercialization KPIs, including time-to-market, launch performance, attach rates, and customer adoption.
• Own the private label P&L, including revenue growth, margin performance, and cost management.
• Develop annual operating plans and forecasts aligned to enterprise targets.
• Monitor portfolio performance and proactively address risks related to supply chain, competition, and pricing dynamics.
• Deliver insights and recommendations to senior leadership to inform investment, prioritization, and portfolio decisions.
• Serve as the central connector across Commercial, Supply Chain, Regulatory, Finance, and Marketing to ensure aligned execution.
• Build strong partnerships with Sales leadership to ensure field alignment and execution consistency.
• Lead, coach, and develop a high-performing team with a focus on accountability, innovation, and continuous improvement.

Required Qualifications

• Education: Bachelor’s degree required; MBA or advanced degree preferred
• Experience: 10+ years of experience in private label, product management, category management, sourcing, or brand development
• Proven track record of scaling private label or proprietary product portfolios within distribution, health and wellness, healthcare, animal health, or related industries
• Strong experience in product commercialization and go-to-market execution
• Demonstrated success managing supplier relationships and complex negotiations
• Solid understanding of financial drivers, including margin, pricing, and portfolio mix, with the ability to influence P&L outcomes
• Experience operating effectively in matrixed, high-growth environments
• Exposure to regulated product categories preferred — particularly pharmaceuticals/Rx, veterinary compounding under 503A and 503B frameworks, nutraceuticals, or medical/surgical supplies
• Strong executive communication, stakeholder management, and people leadership capabilities