YORK, MAINE — RAWZ Natural Pet Food announced the appointment of Doug Siegal to vice president of sales. With more than two decades of experience in the pet industry, he brings a wealth of strategic, operational and sales expertise to the RAWZ team, according to the company. 

Since entering the pet industry in 2004, Siegal has cultivated strong relationships with both distributors and retailers. He has successfully led sales teams of 20-plus employees and is recognized for his thoughtful, data-informed decision-making and his commitment to fostering a collaborative, team-oriented culture.

In his new role, Siegal will lead RAWZ’s sales strategy guided by the company’s four core pillars: fostering a passionate, collaborative team culture; developing and executing detailed strategic plans; leveraging data to uncover opportunities and track performance; and working cross-functionally to ensure alignment across departments including operations, marketing, customer service and inventory control.

“Doug’s passion for building strong relationships and leading with integrity aligns perfectly with our values at RAWZ,” said Janet Scott, co-founder of RAWZ. “He brings not only deep industry experience but also a genuine care for our partners and the pet community. We’re thrilled to welcome him to the team.”

Siegal joins RAWZ from fabdog, where he served as vice president of sales and operations. During his time at fabdog, he expanded the brand’s North American footprint by adding new distribution partnerships and leading growth strategies across the neighborhood pet retail channel. Prior to that, Siegal played a key role in transforming Stella & Chewy’s from a small startup to a recognized brand. 

Read more about personnel changes throughout the industry.