Matrix Partners, a Chicago-based branding firm that specializes in designing and implementing customized marketing programs for pet product brands, recently announced that Larry Cobb has joined the firm as V.P. – Business Development.

In this new role, Cobb will report directly to Don Tomala, CEO & Managing Partner of Matrix. He will be responsible for accelerating Matrix Partners’ growth by helping them expand their client portfolio and amplifying their presence in the pet products industry. Most recently, Cobb served as Chief Executive Officer for The Company of Animals, where he played an instrumental role in revitalizing their U.S. business. Previously, he held senior marketing and sales positions at a number of prominent pet product firms, including Iams, K&H Pet Products, Gamma2, Vo-Toys and Lambert Kay. He also founded and managed Well-Pet, a regional chain of 81 pet food and supply stores.

“Larry is extremely well-acquainted with the quality and scope of our work because he was our client at one time,” Don Tomala said. “He comes to Matrix with four decades of consumer products marketing and sales experience to share.” Tomala also commented that “Larry’s retail, ecommerce and MAPP expertise with pet products will play a vital role in helping us accelerate the profitable growth of our clients’ brands. That’s a real value proposition for them.”