FOR SENIOR EXECUTIVES IN ANIMAL HEALTH & NUTRITION
Marketing is not the problem.
Strategic discipline is.
I help animal health and nutrition leaders turn marketing into strategic discipline.
WHAT LEADERSHIP TEAMS EXPERIENCE
Activity is visible. Impact isn’t.
Teams stay busy. Campaigns launch. Dashboards fill up.
Yet at leadership level, the same question keeps resurfacing: what did this actually change?
When activity becomes the proxy for progress, decisions get deferred, value gets diluted, and marketing slowly earns a reputation for motion rather than impact.
Without strategic discipline, marketing becomes busy by default — and optional at the table.
STRATEGIC DISCIPLINE
Discipline changes what happens before execution.
When marketing is treated as a delivery function, activity multiplies and impact fragments.
When it is treated as a strategic discipline, initiatives are anchored in clear choices that hold from insight to sales conversations.
Those choices follow a simple, consistent logic.
Value Comprehension
We decide which customers matter and which problems are worth solving.
Value Creation
We decide what value to design deliberately and what not to pursue.
Value Communication
We decide which choices and trade-offs to make explicit.
Value Conviction
We decide how sales teams defend value in real conversations.
Value Capture
We decide how value is reflected in pricing and commercial models.
These choices only create customer value when they are made—and held—together.
OUTCOMES THAT MATTER
When strategic discipline is in place, outcomes change.
Each choice in the value funnel translates into tangible outcomes the business can act on.
Clarity
Clear segmentation and targeting that turns customer complexity into actionable insight.
Relevance
Highly customer-relevant value propositions, intentionally designed around what customers truly value.
Impact
Targeted, brain-friendly, and quantified messages that make choices easy to understand and act on.
Consistency
Sales teams able to sell value with confidence and consistency in real customer conversations.
Return
Value-based pricing and commercial models that reflect the value being delivered.
ABOUT ME
I work where marketing meets leadership decisions.
I work with CEOs and senior commercial leaders in animal health and nutrition who want marketing to earn its place at the leadership table.
My perspective is shaped by years inside and alongside global animal health and nutrition businesses, where marketing choices directly influenced portfolio focus, pricing power, and commercial performance.
My role is not to add activity, campaigns, or frameworks for their own sake.
It is to bring clarity to the choices that matter most — where to compete, which customers truly matter, how value is differentiated, and how that value survives all the way to pricing, sales conversations, and results.
I combine strategic marketing discipline with deep industry context to help leadership teams move marketing upstream — from execution and reporting to focus, alignment, and value capture.
Belgium-based. Global scope.
HOW ENGAGEMENTS START
HOW ENGAGEMENTS TYPICALLY START
Most engagements start with a specific strategic tension — not a request for more activity.
The goal is to create clarity quickly, before decisions are locked into execution.
Clarify the real question
A focused working session with leadership to surface the strategic choices behind the symptoms — where focus is diluted, value is leaking, or decisions are misaligned.
Design the strategic spine
Translate insight into a clear chain of choices: where to compete, who matters most, how value is differentiated, and how it is defended through pricing and sales conversations.
Decide how to move forward
Some engagements end with clarity. Others continue into deeper work across positioning, value propositions, pricing, or commercial alignment — always anchored in the same strategic spine.
Engagements are modular. Scope follows clarity — not the other way around.
TRUSTED BY LEADERSHIP TEAMS IN ANIMAL HEALTH & NUTRITION
Logos shown for context. Much of the work is conducted under confidentiality.
START WITH THE RIGHT CONVERSATION
Most leadership teams don’t need more marketing activity.
They need clarity on the few choices that truly shape performance.
A first conversation is simply a way to test whether there is a real strategic question worth solving — and whether I’m the right partner to help.
No pitch. No obligation. Just clarity.
Christian Löfberg
+32 499 997677
christian@santa-marketing.com
Connect on LinkedIn
Santa Marketing SRL
Chaussée de Nivelles 63C, 7170 Manage, Belgium
Company number: 0672.605.423
VAT number : BE 0672.605.423
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