Tom Aiello is a seasoned marketing executive with over 25 years of experience working with Fortune 500 companies and in entrepreneurial ventures. A West Point graduate with a BS in engineering management and an MBA from Northwestern’s Kellogg School of Management, Tom has established himself as a leader in integrated marketing and brand development. His corporate career includes roles as Vice President of Marketing at Monster Worldwide and Division Vice President of Marketing at Sears Holdings Management Corporation, where he drove strategic initiatives for major retail brands, including Kenmore and Craftsman. Earlier in his career, Tom served as Vice President and Account Director at Leo Burnett Group where he managed the McDonald’s account. Since 2013, Tom has been President of MARCH Marketing, LLC, a marketing agency that specializes exclusively in marketing products and services that serve military and veteran families. His entrepreneurial spirit led him to launch Operation Good Boy, a military-inspired dog products company. Tom also currently serves as Chairperson of the Board for OnComms, the veteran-owned and operated 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.

In this episode, we connect with Tom Aiello, a West Point graduate and marketing expert turned pet products entrepreneur. We discuss Tom’s path from Army officer to advertising executive at Leo Burnett, where he managed the McDonald’s account, before advancing to executive marketing roles at Monster Worldwide and Sears Holdings Corporation. The heart of our conversation centers on Tom’s latest venture, Operation Good Boy, a military-inspired pet products company that produces premium dog treats, toys, and supplements. Tom shares how his experience with his own dog’s illness, combined with his deep understanding of both military values and consumer marketing, led him to identify a significant gap in the pet care market. We dive into Operation Good Boy’s remarkable growth story, from no retail presence to securing commitments to be in 3,000 stores by 2025. Tom offers valuable insights about pivoting business models based on customer feedback and the critical role that Amazon plays in brand awareness and securing large retail deals. He also draws parallels in how military leadership principles translate to successful business operations. This episode is particularly relevant for military veterans exploring entrepreneurship, marketing professionals interested in building new brands, and anyone who’s considering breaking out of a corporate role with a large company to start their own business.

Connect with Tom

• LinkedIn

• Email: info@marchcorp.com

• 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