Ieuan Bryden
Animal health · Veterinary · Pet nutrition · B2B · Retail

Commercial strategy for animal health and veterinary brands growing into new markets.

I'm Ieuan Bryden, a London-based animal health commercial consultant. I help veterinary, nutraceutical, medical device, pet nutrition and pharmaceutical businesses with UK and European market entry, distributor development and brand building, drawing on eight years of international commercial leadership across Europe, North America and beyond.

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150%
Year-on-year growth leading the turnaround of a US subsidiary
£7.5M
Portfolio managed across 11 Northern European markets
8,000+
New veterinary clinic leads generated through partnerships
5
Regions covered: Europe, North America, APAC, LATAM and MENA

About

A commercial leader who has worked on both sides of international growth: building subsidiaries from scratch and developing the distributor partners who carry a brand into new markets.

  • BasedLondon, working across the UK, Ireland and internationally
  • SectorAnimal health, veterinary nutraceuticals, medical devices and pet nutrition
  • ModelsSubsidiary, distributor, private label and corporate veterinary partnerships
  • EducationMBiolSci Biological Sciences, First Class, University of Liverpool

I started my career in the field, as an area sales manager covering more than 250 veterinary practices in North Wales and North-West England. Since then I've led commercial teams and strategy across Germany, Spain and South America, the United States, Ireland and 11 Northern European markets, most recently as Commercial Director of an international manufacturer of veterinary nutraceuticals and medical devices.

Along the way I've turned around an underperforming US subsidiary, built an Irish subsidiary from the ground up, opened four new distributor markets and launched a veterinary-exclusive product range from concept to commercialisation.

A scientific grounding in biological sciences means I'm as comfortable talking product and evidence with vets and R&D teams as I am negotiating terms with distributors and corporate buying groups.

How I can help

Animal health consultancy, interim and advisory work for veterinary, nutraceutical, medical device, pet nutrition and pharmaceutical businesses, from growing brands to established manufacturers.

01

UK & European market entry

Assessing new markets in the UK, Ireland and Europe, choosing between subsidiary and distributor models, and building the plan to enter them.

02

Distribution & distributor development

Finding, appointing and managing international animal health distributors, with joint business plans that turn agreements into sales.

03

Veterinary channel & business development

Gaining access to corporate veterinary groups, buying groups, wholesalers and independent practices, including preferred-supplier status.

04

Brand building & product launch

Taking veterinary and pet health products from concept and branding through to launch, with positioning, pricing and portfolio strategy.

05

Private label & partnerships

Identifying and structuring private-label, contract manufacturing and strategic partnership opportunities.

06

Commercial team performance

Building or turning around sales teams with structured processes, coaching and clear territory and account plans.

Sectors & markets

Product categories, channels and markets I have worked across, and where I can support consultancy projects and senior commercial roles.

Sectors & products

  • Animal health & veterinary products
  • Veterinary nutraceuticals & supplements
  • Veterinary medical devices
  • Pet nutrition & premium pet food
  • Private label & contract manufacturing
  • Human-health pharmaceuticals & consumablesSupporting human-health businesses entering the veterinary channel, including the prescribing cascade

Channels & customers

  • Veterinary practices & key opinion leaders
  • Corporate veterinary groups & buying groups
  • Veterinary wholesalers & distributors
  • Retail, breeders & online pharmacy
  • Business-to-business & private-label partners

Markets

  • United Kingdom & Ireland
  • Northern Europe11 markets, including four new distributor markets opened
  • Germany & Spain
  • United States
  • EMEA, APAC & LATAM distributor networks

Consultancy experience

Recent independent work for businesses assessing or entering the animal health market, combining market data, channel knowledge and detailed financial planning.

Selected results

A few examples of what I've delivered, and the kind of outcome I aim for with every client.

Turnaround · USA

150% year-on-year growth in an underperforming subsidiary

Appointed by the Chairman to rebuild the US business. I recruited a new team, introduced structured sales processes and secured preferred-supplier status with major corporate veterinary groups, opening around 6,800 new clinic leads.

Subsidiary build · Ireland

46% sales growth while building a subsidiary from scratch

Recruited sales, marketing and office teams and built relationships with buying groups, independents and corporates, increasing accessible accounts by 10%.

Distributor growth · Northern Europe

34% growth across 11 markets, outpacing the wider business by 24%

Managed a £7.5M portfolio, opened four new distributor markets generating 1,300+ clinic leads, and co-developed business plans with nine distributors.

Product launch · International

A veterinary-exclusive range, from concept to international launch

Led development, branding and commercialisation of a new range for a veterinary nutraceutical and medical device manufacturer, alongside distributor, private-label and corporate partnership growth.

Experience

Commercial roles spanning field sales, regional leadership and the senior leadership team, across subsidiary and distributor business models.

  1. Senior leadership team
    Europe, APAC & LATAM

    Commercial Director

    CF Pharma Vet

    Member of the senior leadership team reporting to the CEO, leading commercial strategy for an international manufacturer of veterinary nutraceuticals and medical devices. Led distributor expansion, private-label and partnership growth across Europe, APAC and LATAM, and the launch of a new veterinary-exclusive range.

  2. Regional leadership
    EMEA

    Sales Manager, EMEA

    Charm Pet Food

    Led commercial growth across EMEA for a global premium pet food brand through distributor development, market expansion and retail growth, negotiating distributor agreements and supporting partners' go-to-market plans.

  3. Field sales to regional leadership
    UK, Europe, USA & South America

    VetPlus Group: seven years, five countries

    VetPlus International, VetPlus GmbH, Vetclusive Inc

    Progressed from field sales to regional leadership with an international veterinary nutraceutical company, taking on successive turnaround and growth roles.

    • Regional Manager, Northern Europe & Ireland
      Built the Irish subsidiary from the ground up; 46% year-on-year growth.
    • Business Unit Manager, Northern Europe
      £7.5M portfolio across 11 markets; 34% year-on-year growth; four new distributor markets.
    • Country/Regional Sales Manager, USA
      US subsidiary turnaround; 150% year-on-year growth.
    • Regional Sales Manager, North-West Germany
      Led a team of eight; lifted sales follow-up rates from 3% to 80% in two months.
    • Area Sales Manager, Spain & South America
      Regional business development through the COVID-19 pandemic.
    • Area Sales Manager, North Wales & North-West England
      £500K territory across 250+ practices; £160K of growth from existing and new accounts.
Commercial strategy International business development Distributor management Market expansion Strategic partnerships Key account management Go-to-market strategy Pricing & portfolio strategy Private label & brand development Veterinary & animal health Pet nutrition
Education University of Liverpool: MBiolSci (First Class) and BSc (First Class), Biological Sciences

Growing an animal health brand into new markets?

Whether you're looking for consultancy support on a specific project or discussing a senior commercial role, I'd be glad to hear from you.

Email me Connect on LinkedIn
ieuan@ieuanbryden.com LinkedIn London, United Kingdom