#304: Helping Dogs Live Healthier Lives at Operation Good Boy with Tom Aiello, USMA ‘93

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Tom Aiello is a seasoned marketing executive with over 25 years of experience in corporate and entrepreneurial ventures. A West Point graduate with an MBA from Northwestern's Kellogg School of Management, he has led marketing initiatives for major brands like McDonald’s, Kenmore, and Craftsman. He held leadership roles at Monster Worldwide and Sears Holdings before founding MARCH Marketing, specializing in products for military and veteran families. In 2022, Tom launched Operation Good Boy, a military-inspired dog products company. He also serves as Chairperson of the Board for OnComms, a veteran-owned mobile telecommunications company.

In this episode, we discuss:

• How Tom incorporates military principles and leadership strategies to marketing, advertising, and running a business.
• How his experience at a major advertising agency taught him valuable lessons about consumer psychology, integrated marketing, and turning client criticism into opportunities.
• How his personal experience caring for his sick dog showed him the parallels between the loyalty and selflessness of dogs and military service members, inspiring him to start a military-inspired pets products company, Operation Good Boy.
• Operation Good Boy's rapid growth from zero retail presence in 2023 to commitments for 3,000 stores by 2025, including major retailers like Walmart and Tractor Supply, driven by their premium supplement formulations and military-themed product line.
• Their strategic pivot from a subscription box model to allowing customers more control over their orders, which dramatically increased average order value and demonstrated the importance of "failing fast" and learning from customer feedback.
• The critical importance for consumer brands to have a presence on Amazon along with customer reviews for securing retail distribution deals, and how proper Amazon optimization requires specialized expertise and strategic investment.
• Operation Good Boy's mission to transform pet health in America through education and premium products, while giving back to military working dog organizations and veteran support initiatives.
• How Operation Good Boy leverages military precision in product development, partnering with an airborne ranger veterinarian to ensure their supplements, treats, and toys exceed market standards for quality and effectiveness.

Connect with Tom

• LinkedIn
• Email: [e-mail]
• March Marketing
• Operation Good Boy

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Special thanks to Tom Aiello for joining me this week. Until next time!

-Scott Mackes, USNA ’01