YORK, MAINE — RAWZ Natural Pet Food announced the promotion of Luis Raya to key account manager for the United States and Canada. According to RAWZ, this is a new role that reflects his outstanding contributions to the company and its continued commitment to strengthening its presence across North America. 

Raya initially joined RAWZ in 2016 as a sales manager and brings more than 25 years of experience in the pet industry to his new position. In his new role, Raya will lead the development and execution of sales strategies that drive profitable growth, identify and cultivate key account partners, and build strong relationships with existing strategic accounts. He will also plan and implement strategic promotional campaigns to boost growth and foster stronger customer relations. 

“Since joining our team, Luis has been instrumental in expanding RAWZ’s presence within the independent pet specialty channel,” said Janet Scott, owner of RAWZ. “His deep industry knowledge, strong distributor relationships and passion for purpose-driven work make him the perfect leader to help elevate our key account strategy and support ongoing brand growth.”

Prior to joining RAWZ, Raya held senior sales and management roles at Nature’s Logic, Wellness Pet and Nutro Pet Products. Over the years, he has developed a reputation for leading successful teams, pioneering innovative distribution strategies and delivering results that exceed expectations, according to RAWZ. He is also bilingual and has specialized expertise in category management, new business development and partner engagement. 

Read more about personnel changes throughout the industry.