NEW YORK — Better Choice Company, the owner of TruDog and Halo pet nutrition brands, announced Oct. 18 the appointments of several new leaders with sales, marketing and omnichannel experience.

“This cohort of new key hires is critical to Better Choice’s success in achieving our near-term growth initiatives and will help us strategically build and develop our direct-to-consumer and e-commerce business segments as integrated elements of a rapidly expanding premium pet food brand,” said Scott Lerner, chief executive officer of Better Choice. “As we prepare for growth in 2022, it is an important priority to create an innovative and efficient omni-channel marketing strategy with an experienced team in place.”

Yvonne Cheng has joined the company as senior director of omni-channel experience, bringing 10 years of direct-to-consumer experience to her new role. Cheng previously worked with Crate and Barrel.

Aliy Puhalla has been named director of e-commerce sales, offering more than 15 years of experience previously gathered while working with Clif Bar.

Bryan Allen will fill a newly created role of e-commerce manager for Amazon at Better Choice. Allen previously worked with Amazon for seven years, during which time he focused on growing several CPG categories for the e-commerce giant.

Nancy Blair joins the company as director of innovation. Blair offers 10 years of combined experience from Coca-Cola and Johnson & Johnson.

Cory Cain has been appointed director of omni-channel growth, bringing with him seven years of marketing experience from Mars Petcare.

Cecily Koss has been named brand manager at Better Choice. Koss offers five years of marketing experience through previous positions with Mars Petcare and Pizza Hut.

“We extend a warm welcome to our new team members and are excited to have attracted a strong pedigree to add to the highly skilled Better Choice family,” Lerner said. “In addition, we are confident their combined experience in the e-commerce, direct-to-consumer, and marketing fields will provide meaningful contributions as we continue to simultaneously develop our online and brick and mortar presence.”

Read more about personnel changes throughout the industry.