Our Impact

Thavma Case Studies

Where strategy meets traction.

See how Thavma Consulting helps veterinary and animal health brands turn innovation into impact, by aligning big ideas with clear messaging, smart positioning, and strategic execution.

wicklow_healthcare_advisory_logo.png
LOGOcropped-GALAXY_Logo_Dark_with-Tag_small.png
vsa-logo.png

  • Galaxy Diagnostics


    Galaxy Diagnostics, a stealth pathogen diagnostics company, had been burned before—investing heavily in a fractional CMO only to be left with a partially built website and no strategic or brand foundation to show for it. Gun-shy but growth-ready, they turned to Thavma Consulting to see if a new kind of partnership could deliver what was previously promised and never achieved.


    View Case Study

  • Hilltop Bio


    Hilltop Bio, a veterinary regenerative medicine company, faced a pivotal growth moment: with innovative products and clinical success already in hand, the company lacked a strategic marketing foundation and cohesive customer journey. Without a formal value proposition, core messaging, or structured customer engagement plan, Hilltop’s clinical promise wasn’t translating to broader market adoption.

    View Case Study.

  • HawkCell


    Through strategic repositioning and laser-focused market entry planning, Thavma Consulting transformed HawkCell's US expansion from a technical narrative into a compelling growth story. The results demonstrate the power of combining technological innovation with strategic marketing expertise - turning market potential into measurable business success.


    View Case Study.

  • IDEXX BioAnalytics


    Strategic marketing transformation bridged IDEXX BioAnalytics' gap between scientific excellence and market impact. The results—from doubled sales pipeline to comprehensive marketing infrastructure—demonstrate how strategic expertise converts technical leadership into measurable business success.



    View Case Study.

  • IDEXX Commercial Learning


    By shifting from fragmented training to a strategy-first Commercial Learning & Development model, CAG turned education into a growth engine. The new structure connected training, sales enablement, and customer engagement directly to commercial outcomes—driving measurable revenue growth, accelerating sales readiness, and strengthening customer adoption at scale.

    View Case Study

  • IDEXX Digital Imaging


    By transforming digital imaging product management from a fragmented set of launches into a cohesive, customer-centered growth strategy, the business unlocked measurable market adoption, improved customer experience, and expanded its global footprint. Strategic integration of technology innovation, brand positioning, and channel growth ensured sustainable commercial impact in a competitive diagnostics market.

    View Case Study

  • IDEXX Integrated Marketing


    By shifting from siloed marketing efforts to a centralized, strategy-first program model, CAG transformed its commercial marketing into a growth engine. The integrated approach drove measurable revenue impact, strengthened customer relationships, aligned the sales organization, and established scalable structures to support future growth.



    View Case Study

  • Sample Work Portfolio


    This portfolio highlights real examples of how strategy becomes results. From brand positioning to customer journey mapping, each project shows how a tailored, insight-driven approach can bring business goals to life.

    View Portfolio

What our Clients and Partners Have to Say.

  • Fotine has consistently demonstrated an exceptional capacity for leadership and an innate understanding of the animal healthcare industry, making significant contributions to our operations...Her professionalism and dedication are palpable, ensuring that both her team and our projects consistently adhere to the highest standards of quality and efficiency...Her ability to nurture talent and foster a collaborative...Her deep knowledge of the animal healthcare industry has enabled us to innovate and stay ahead of industry trends, benefiting our company immensely...consistently impressed by her commitment and performance. Her contributions to HawkCell have been substantial, and her impact will undoubtedly be long-lasting.

    Alexis Girin, Chairman & CEO, HawkCell

  • Fotine is an inspiring person and marketer. She has boundless strategic ideas that are based in data and creative ideation at once. She is a special colleague because you always want to do your best work for her--I believe everyone feels the same way. She is a unique leader and someone people want to follow! She is smart and savvy, but down to earth and just a great human being all around.

    Anne Trompeter, Live Marketing, Partner, Strategic Account Development

  • ... Words that come to mind describing Fotine - fierce, energetic, dedicated, and authentic. Fotine demonstrated the ability to quickly grasp new markets, concepts, and technology that she had not been exposed to before. She has an unparalleled focus on developing her team and excelling her understanding of the markets she serves to drive rapid growth with an innovation focus…and keeps the customer squarely at the center of everything she does. Fotine is a pleasure to work with and I consistently found her leadership style to be exceptional, disciplined and focused in an unmatched way.

    Cameron Barnard, Vice President

  • ...exceptional expertise in developing and executing successful go-to-market strategies...under her leadership at HawkCell, I have witnessed firsthand her strategic acumen in driving business initiatives that are always in line with long-term commercial objectives and the organization's overarching goals. Fotine's critical and strategic thinking consistently leads to the success of our overall business performance. She possesses remarkable commercial insight, promotes collaboration across all business units, and excels at building high-performing teams. In addition to her professional skills, Fotine's positive attitude, resilience, and determination inspire everyone around her. She is truly exceptional in every aspect.

    Shawn Miller, HawkCell, Sales Director

  • Fotine is an action-oriented, results driven leader who knows how to develop effective strategies and knows how to execute - a rare combination, in my experience. She is also a highly conscientious leader and a thoughtful mentor. I've had the benefit of working alongside her in many different marketing roles at IDEXX and have learned a great deal from her. Specifically, the ability to take customer/market insights and tell a compelling story to gain consensus has been an invaluable skill that Fotine has helped me develop...

    Joe Napolitano, IDEXX, ​Sr. Director, Global Regional Marketing & Customer Programs

  • I had the pleasure of working with Fotine, directly and indirectly, during our many years at IDEXX. I’ve always been impressed with Fotine’s drive, enthusiasm, dedication and willingness to put the needs of her team and the business ahead of her own. She’s a very talented marketer and natural leader who presents herself authentically and with heart, no matter what the circumstances. Fotine is always willing to go out of her way to help others. Those who have Fotine on their team and in their lives are truly fortunate.

    Tina Turgelsky, Southworth, Chief People Office

  • Fotine is a highly skilled ...people leader. I was fortunate to report to Fotine for 2 years…I routinely leverage one of the skills I learned from Fotine …in developing my team… Fotine taught me how to more strategically prepare for presentations and effectively practice so I could come across as knowledgeable, engaging, calm, and prepared. This is something that Fotine coached me on … and she did so in a way that instilled confidence in me and showed that she cared that I was set up for success..

    Dominique DeLucia, IDEXX, Senior Marketing Manager

  • I reported directly to Fotine for 5 years…While I have had the good fortune to consistently work with great leaders…Fotine stands out. She is a highly effective and transparent communicator...She is cognizant of her team member’s strengths and adept at strategically positioning them for success. Along those lines, Fotine invests her time in the professional development of individuals on her team, providing access to education and customized coaching…

    Erica Clemons, IDEXX, Regional Marketing Leader

  • …I had the pleasure of working for Fotine for 2+ years...I reported to her directly in a global team environment. Within few months, she managed to build and form a marketing team from scratch with colleagues of different business and cultural background, enabling the team to define responsibilities, working cross-functional and prioritizing on the multiple requests coming in. Her guidance and ability to mentor provided the support needed to ensure continued success in my role. She has a gift of making people feel confident in what they are doing and always enables people to shine and become visible across the organization. I value very much that she is always asking for feedback on her managing style aiming for constant leadership improvement. I have benefited a lot from her experience and leadership…

    Christina Back, IDEXX, Marketing Operations Manager

  • I have had the privilege of working with Fotine in her role as marketing and product professional and can attest to her creativity and strategic thinking. Fotine has developed and executed numerous successful marketing initiatives that have resulted in increased brand awareness and market share. Fotine’s market research and data analysis skills have been valuable asset in developing these campaigns. Fotine can work well with cross-functional teams, ensuring seamless execution of all strategic initiatives. Fotine was instrumental bolstering reoccurring revenue by 20% and doubled customer enrollments through the revitalization of IDEXX’s largest loyalty program., a standout accomplishment that demonstrated her ability to drive results in the marketing field.

    Casey Etter, IDEXX, Managing Director, Global Education Strategy

  • I worked under Fotine as a content developer and editor for four years. During that time, I came to regard Fotine as a great leader who inspires people to do their best work. She promotes engagement and collaboration to produce the best results possible. Her clear communication and strategic thinking kept our team on track and focused, and she created a culture of continuous learning and improvement. No one works harder to create success and results, yet she always takes time to connect with her team as individuals. She's one of the best people I've ever worked for.

    Delia Guzman, IDEXX, Integrated Marketing Specialist 

  • …Her tenacious focus on results is matched only by her dedication to coaching and development. No matter how busy things got, Fotine always made it a priority to support her team, whether direct reports or otherwise. She skillfully adapts her communication style to the situation at-hand in order to deliver the right message to the right people.. I appreciated her ability to craft a cohesive message out of seemingly disparate information ...Fotine artfully balances strategic planning with delivering the day-to-day needs of the business. She developed and executed a multi-year plan to build what is now a very high-functioning product and commercial marketing team.

    Allyson Brown, IDEXX, Senior Finance Manager

  • I had the pleasure of working with Fotine in her role as Global Direc...Our agency partnered with Fotine in developing new messaging and a brand look & feel for IDEXX BioAnalytics. As the VP of Account Services for CommCreative, a full service marketing agency, I have interacted with a range of clients, and it was refreshing to be able to support Fotine in her vision for the growth of a powerful division of IDEXX Laboratories. Fotine is an incredibly savvy marketer, with understanding and determination to do what is right for the business. On top of having a great marketing mind, she was an absolute pleasure to work with. Always kind, thoughtful, smart - a true partner.

    Jeff Bowen, COMM, Vice President of Account Services

  • I was a Sales Trainer on the Commercial Learning and Development team for 2 years and Fotine was my direct manager. I enjoyed working with Fotine. I learned a lot under her leadership and always appreciated the collaborative approach she fostered with her team. Three takeaways during my time working with Fotine. 1. Fotine is strategic. She is continually thinking about how to improve processes, solve problems, prepare for success, etc. 2. Fotine prioritizes the development of her team. 3. Fotine leads from the front. Her work ethic, attention to detail and willingness to "show what good looks like" was inspiring. I give Fotine my highest recommendation.

    Michael Gilliland, IDEXX, LKAM Manager 

  • Fotine is one of the most dedicated, hard-working, focused and organized woman I’ve ever known. She’s innovative, strategic and results-driven. There is nothing Fotine can’t do…

    Lauren Abrams, IDEXX, Director, Regional Marketing 

  • Fotine is highly goals-driven and sets the bar high for herself and her team. She has a clear vision for success and works tirelessly to achieve it. Her passion for her work is contagious and inspires those around her to give their best effort. One of the most valuable lessons I learned from Fotine is the importance of clear communication. She can effectively convey her expectations and provide valuable feedback that helped me improve my performance. Fotine is also a great team player, she is always willing to help others and is supportive when needed. Her ability to lead by example is unmatched and she sets a great example for the team to follow.

    Massimo Foa, IDEXX, Global Product Manager

  • Thorough - now there’s probably the best word I can think of to define Fotine. Other words such as clever, smart, witty, creative, fun and professional seem pale when put against the fact that she always has all of her bases covered, tasks on track and executed flawlessly. She ran a very effective team...I learned a tremendous amount about Marketing...I truly understand branding, marketing plans, event planning and execution, customer partnering, sales training, effective messaging and the importance of doing it right the first time with a positive customer experience always in the forefront. With Fotine you will get a true leader...an extremely competent marketer, a polished presenter and an extremely valuable asset to any organization."

    John Adams, IDEXX, Certified SCRUM Master

  • I had the pleasure of working alongside Fotine at IDEXX Laboratories, and I can confidently say that she exemplifies what it means to be a true leader. Her ability to foster collaboration among team members is unparalleled; she has a natural talent for bringing people together, creating an inclusive environment where everyone feels valued and heard. What sets Fotine apart is her unwavering integrity and reliability…Her strategic vision, combined with her genuine care for her team’s well-being, has not only driven our projects to success but has also inspired those around her to elevate their own performance…demonstrates a unique blend of professionalism and empathy that is rare…Her leadership style encourages innovation and empowers others to contribute their best ideas…I sought out Fotine for advice. She introduced me to the CEO of HawkCell and after further meetings I earned a position within the company. She matched me with an organization where she knew I could thrive.

    Raymond Miller, Head of Business Development - EMEA, HawkCell

  • Fotine hired us to assess the market opportunity for IDEXX’s bioanalytics business unit. It was clear how invested she was in the success of the business…highly engaged to maximize the value of the project. She had clear hypotheses but was open to what the data said and to our feedback. Fotine treated us like a partner, working to achieve the best outcome for the business and she was an absolute pleasure to work with. From the outside looking in, Fotine was able to bring IDEXX stakeholders together, communicating the relevant implications to key decision makers.

    Miguel Edwards, Ph.D., Partner, DeciBio Consulting

Contact Us

Your veterinary startup has the potential to make a lasting impact—let’s ensure your marketing reflects that. Whether you're launching, scaling, or refining your strategy, we're here to guide you every step of the way. Ready to transform your business from startup to standout? Let’s connect today.

Marketing by

Thavma Insights

Sign up to receive strategic marketing tips and resources!

Marketing by