PET CASE STUDY
UNLEASHING NATIONAL EXPANSION: IDENTIFYING & FILLING GROWTH LEADERSHIP GAPS
Get Joy is on a mission to improve and extend the lives of dogs and their families through wellness and nutrition, focusing on our canine companion’s body, mind, and soul. Founded in 2019 by Tom Arrix, the brand was born from a personal journey of navigating Tom’s own dog's health scare, igniting a commitment to revolutionize the dog food category. Get Joy offers science-backed products optimized for canine health, with gut and immune healthy nutrition at its core.
BACKGROUND
ForceBrands connected with Get Joy, a digitally native pet brand, at the Global Pet Expo, where the company was announcing its new partnership with Phillips Pet, a leading distributor of pet products. This partnership marked a significant milestone for Get Joy, enabling the nationwide distribution of its holistic dog wellness products. Positioned for expansion, Get Joy sought growth marketing expertise to successfully enter the retail space while sustaining its strong online sales.
CHALLENGE:
IDENTIFYING AND FILLING THE GROWTH LEADERSHIP GAP
With expansion on the horizon, Get Joy embarked on building a team to drive growth. While they had a clear vision of where they wanted to go, they were uncertain about the talent they needed to get there.
Their most significant gaps included paid media, retention, and subscription management — critical for sustaining retail and online expansion. They required a skilled Head of Growth to spearhead strategic planning and a versatile Growth Marketer to handle key tactical tasks such as data analysis, customer acquisition, and website optimization.
Finding candidates who met these specific requirements and aligned with Get Joy's culture and hybrid work model posed a significant challenge. The brand sought experienced professionals who had successfully scaled companies of a similar size. To further refine the search, candidates must be either based in Connecticut or willing to commute from New York City, significantly limiting the talent pool.
SOLUTION:
TWO STRATEGIC GROWTH MARKETING EXPERTS WHO CHECK ALL THE BOXES
ForceBrands worked closely with Get Joy to refine the ideal candidate profile. Through thoughtful discussions, gaps within the existing team were identified, and previously overlooked critical responsibilities were highlighted, including expertise in retention management.
To attract top talent, ForceBrands showcased Get Joy’s unique brand story, particularly its partnership with Blue Zones, a well-known initiative focused on longevity. The organizations had produced a mini-documentary exploring pet longevity, which the recruitment team cleverly leveraged to highlight the two growth marketing career opportunities in a highly competitive job market. The strategy attracted candidates passionate about merging their marketing skills with a purpose-driven brand, giving them an opportunity to be part of a meaningful movement.
Despite the challenge of a limited talent pool caused by location constraints, Get Joy successfully secured a Head of Growth and a Growth Marketer. Ultimately, in a remarkable turn of events, the first two presented candidates fit these roles perfectly.
The Growth Marketing team seamlessly aligns with the company culture and performance goals. Within three months of joining, the Head of Growth secured a well-deserved promotion—a testament to how exceptional leadership can drive meaningful progress and advance company goals.
Get Joy has flourished with strategic talent acquisition, bringing on two essential hires who will enhance the brand's online presence and drive its ambitious growth strategy. These critical additions lay a solid foundation for long-term success and continued expansion.