IVC Evidensia
IVC Evidensia (Animal Health)
The global leader in veterinary care, comprising a network of 2500 clinics across 20 countries
Contracted as Marketing Lead, I supported 'heritage first' brands across more than 1,000 UK & IE veterinary clinics, working both remotely and on location at clinics across the entire UK and Ireland estate.
I led content marketing for the estate, self-shooting, directing and editing video, producing photography and designing graphics, alongside storyboarding and acting as Director of Photography on bigger budget films. I created and executed customised content and marketing strategies for each clinic, incorporating social media campaigns, in-practice initiatives, community events, and brand positioning, while ensuring alignment with IVCE's overarching brand identity. This involved harmonising local market storytelling with national expansion goals and optimising customer journeys, both in-clinic and for ecommerce.
I developed a Marketing Hub on the company intranet and rolled out social media scheduling software estate-wide, with a content calendar giving clinics a baseline of three posts a week. My responsibilities also included budget oversight, performance analysis, and delivering strategic recommendations to executive leadership. I designed marketing support packages for own brand, wholesale, retail and pharmaceutical partners to enhance product sales effectiveness, collaborating closely with the sales team to integrate initiatives into growth strategies.
I was a member of the UK&IE Marketing Leadership Team, and led and mentored a marketing team of four direct reports, two marketing managers and two marketing execs, aligning their efforts with business objectives while fostering a culture of creativity, collaboration and innovation. I also managed budgets and KPIs, reported to the SLT, and presented at live events, workshops and webinars.
Working closely with the Commercial team, I produced content supporting adoption and stocking of our own-branded nutraceutical range across our 1,200 UK&IE clinics, aligning content and marketing efforts with commercial sales objectives to drive uptake. I also collaborated with major pharmaceutical suppliers, including Virbac, MSD, Vetoquinol, Zoetis and Boehringer Ingelheim, to deliver joint marketing campaigns and content, strengthen partnerships, and support category growth across clinics.
I was also a member of the Client Excellence Working Group, a multidisciplinary stakeholder group focused on enhancing customer experience while aligning with commercial goals, collaborating with clinicians, M&A, marketing, design, product, procurement/commercial and operations teams. As a designated relationship owner, I managed partnerships with regulatory bodies, leading pharmaceutical companies, and SaaS suppliers.
I managed marcomms-related business-critical projects within our Target Operating Model, designing protocols such as the GDPR Service Messages SOPs, which I presented to key business stakeholders at live events, workshops and webinars.
Beyond my core role, I was a Wellbeing Champion and certified Mental Health First Aider for IVC Evidensia, designing and contributing to the company's monthly Wellbeing Journal. I also volunteered with StreetVet, creating photo and video content to support their fundraising initiatives.
Testimonial:
Shayne is a genuine pleasure to work with. As a values-driven person he takes the time to understand the ‘why’ of the desired outcomes and will dig deeper to find the root causes of any issues that arise, meaning that Shayne’s work is top-notch quality and on brief.
His ability to keep the strategic imperative front of mind whilst allowing creative freedom and expression is a delicate balance and a rare find.
His knowledge and understanding of digital marketing and content creation is both deep and wide. He clearly understands what actions will make a meaningful impact vs. those that simply tick boxes.
Shayne is also a wonderful relationship builder with a collaborative leadership style. He ‘walked the talk’ as a wellbeing ambassador during his time at IVC Evidensia and will skilfully coach others regardless of status or seniority.
I wouldn’t hesitate to recommend Shayne and his services.
- Helen Mason, UK & IE Marketing Director, IVC Evidensia
Case Studies:
Example Design & Branding:
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Rebranding Budget Vets to South Wales Vets
Example Content Marketing:
Director of Photography for Southview Veterinary Hospital’s promo video.
Solo video production from filming and sound to post-production and editing for Rowe Vet’s opthalmology service.
Shayne is a genuine pleasure to work with. As a values-driven person he takes the time to understand the ‘why’ of the desired outcomes and will dig deeper to find the root causes of any issues that arise, meaning that Shayne’s work is top-notch quality and on brief.
His ability to keep the strategic imperative front of mind whilst allowing creative freedom and expression is a delicate balance and a rare find.
His knowledge and understanding of digital marketing and content creation is both deep and wide. He clearly understands what actions will make a meaningful impact vs. those that simply tick boxes.
Shayne is also a wonderful relationship builder with a collaborative leadership style. He ‘walked the talk’ as a wellbeing ambassador during his time at IVC Evidensia and will skilfully coach others regardless of status or seniority.
I wouldn’t hesitate to recommend Shayne and his services.
- Helen Mason, UK & IE Marketing Director, IVC Evidensia
Case Studies:
Example Design & Branding:
Example Content Marketing:
Director of Photography for Southview Veterinary Hospital’s promo video.
Solo video production from filming and sound to post-production and editing for Rowe Vet’s opthalmology service.