A 20-Year Odyssey of Innovation, Strategy, and Social Impact!

In a world dominated by profit margins and market shares, the quest for purpose within business often takes a back seat. Nilpa Srivastava, the Chief Marketing Officer at Independence Pet Group, challenges this notion with a powerful question that echoes through her decades of experience: How can a business not only thrive but also contribute meaningfully to society?

With over 25 years of expertise spanning the direct-to-consumer and business-to-business sectors, Nilpa is a visionary sales and marketing executive. Her journey, marked by leadership roles at Pethealth Inc. and Canadian telecommunications company Primus, culminates in her current role steering the marketing helm at Independence Pet Group.

A graduate of the University of Toronto with a Bachelor of Commerce, her commitment to societal impact extends beyond boardrooms. As a board member of the Oakville and Milton Humane Society and a past contributor to the Fit Active Beautiful Foundation, she exemplifies a leader who understands the profound connection between business success and community well-being.

In a world where corporate social responsibility often feels like an afterthought, Nilpa embodies the fusion of commerce and compassion. Her passion for giving back is as evident in her boardroom strategies as it is in her personal life. A mother and stepmother to four children and a Labradoodle named Milo, she finds balance in nurturing both her professional and family worlds.

For Nilpa, the pet industry is more than just a market to tap into; it’s a realm where business growth and societal contribution can coexist harmoniously. As she leads marketing for Independence Pet Group, her vision extends beyond profit margins. It’s about transforming an industry and creating a legacy of purpose-driven success where strides in business contribute positively to the communities they serve.

Through her experiences, insights, and the heartbeat of Independence Pet Group, discover how business, when guided by purpose, becomes a force for enduring impact.

Independence Pet Group

Founded a little over two and a half years ago, Independence Pet Group (IPG) is on a mission to fortify the special connection between pets and their owners. IPG has brought together multiple pet insurance brands, including Felix, Figo, ASPCA Pet Health Insurance, Pets Plus Us, AKC Pet Insurance, and PetPartners, under one company. Nilpa was brought in as IPG’s CMO in 2022 to lead the next phase of growth for these brands to effectively tap into the growing pet category. Under her leadership, IPG offers diverse brands that aim to offer pet insurance solutions tailored to varying customer preferences, lifestyles, and budget considerations.

Booming Pet Insurance

According to Nilpa, the pet category is experiencing rapid growth with significant medical and technical advancements that can enhance the quality and longevity of pets’ lives. She emphasized the substantial role pet insurance plays in this scenario. She believes that adapting to market demands will enable the provision of products and services that empower pet parents to offer optimal care to their furry companions.

Nilpa expresses enthusiasm as she leads a dedicated team striving to serve as many pet parents and their furry companions as possible. With a North American pet insurance penetration of about 4%, the team focuses on innovative approaches to raise awareness and engage consumers while meeting aggressive growth targets.

Nilpa and her team are committed to giving back to the pet community while creatively meeting pet parents where they are to increase pet insurance awareness. Notable efforts include:

• “Chip In” Event in Chicago: 24Pet organized a “Chip In” event, aligning with the concept of microchips. Hundreds of pets were microchipped before the 4th of July, a time when pet disappearances were most prevalent.
• Pets Plus Us and Oakville Milton Humane Society Partnership: In December 2023, Pets Plus Us, the Canadian pet insurance brand, collaborated with the Oakville Milton Humane Society. During December 11–22, they pledged to match every donation received.
• Figo’s Adoption Initiative with One Tail at a Time: Figo, another pet insurance brand, joined forces with the Chicago-based rescue, One Tail at a Time. They facilitated the adoption of Mr. Beef, a dog named after the inspiration behind the TV show, The Bear, by covering his adoption fee. Mr. Beef found a new home within a few weeks, delighting the team.
• ASPCA Pet Health Insurance’s “Dogsgiving” Giveaway: In celebration of Thanksgiving, ASPCA Pet Health Insurance organized a “Dogsgiving” giveaway. The successful contest received thousands of entries, highlighting the significant role pets play in our lives. The winner received five dog-friendly meals, and a donation was made to the shelter nominated by the winner.

Innovative Marketing Strategies

Nilpa highlighted the favorable conditions for marketers in the current landscape. She pointed out the exciting opportunities created by advancements in technology and AI, allowing for personalized experiences with consumers.

The rapid changes in marketing, coupled with the growing opportunity in the pet category, provide an exciting opportunity for Nilpa and her team.

She has built a team with the agility and willingness to innovate swiftly. She shares that they are implementing cutting-edge marketing technologies for multi-brand, multi-channel growth, adopting sophisticated marketing methods and predictive analytics, integrating AI through partnerships, and creating personalized customer experiences. These new technologies and strategies will enable IPG to connect consumers with brands and products that align with their lifestyles.

Furthermore, to align with the versatile pet industry and evolving marketing landscape, Nilpa established a shared services marketing organization of top talent. She emphasizes the value of collaboration, a core principle at IPG, which is evident in the marketing organization’s efforts to engage with potential customers, offering tailored products across various marketing elements, from branding and PR to customer acquisition.

Leading in Animal Welfare

In her own words, Nilpa illustrates her deep-rooted passion and dedication to community service, which are driving forces in both her professional and personal spheres. At IPG, she contributes to animal welfare initiatives, finding immense satisfaction in simultaneously contributing to and leading within the industry.

In 2023, through Pets Plus Us, Felix, Figo, and ASPCA Pet Health Insurance, they contributed thousands of dollars to shelters and rescues, showcasing a dedication to the welfare of animals beyond insurance services.

Nilpa’s commitment extends to her local community in Ontario’s Halton region, where she actively supports organizations aiding women and children in need. Currently serving on the board of the Oakville Milton Humane Society, she skillfully balances her career with a strong commitment to community service. This dual dedication not only brings balance to her life but also fuels her enthusiasm to tackle new opportunities and challenges.

Key Advice

In guiding emerging professionals in the sales and marketing field, Nilpa emphasizes the importance of finding passion in one’s chosen industry or work. She highlights a personal love for marketing, expressing the belief that effective marketing should not only drive profits but also contribute positively to society.

Building and Innovation for Business Success

In expressing her views, Nilpa concluded by saying, “My goal is always to build the best team I can. Finding amazing talent that has the right culture to foster positive growth for our teams and our business is most important. It is essential to me to keep my team engaged and motivated, all while having fun and keeping a focus on how we can innovate and exceed our business goals.”