about ME
I'm James Crawford, founder of Noego Thinking. I've spent more than 25 years in commercial and marketing leadership in animal health, working for Bayer, Novartis, Boehringer Ingelheim and Ceva, and helping build consumer pet health brands.
I work with founders, CEOs and commercial leaders on launches, strategic resets and post-launch growth. Some bring me in as a fractional marketing lead for a few days a month. Others want a defined project with a clear end point.
My focus is positioning that vets and pet owners find credible, go-to-market plans that teams actually run, getting commercial and marketing pulling in the same direction and finding the levers that grow acquisition and revenue.
I've worked across B2B, B2B2C and B2C, in global matrix organisations and early-stage ventures. I know how prescribers think, how practices buy and what it takes to get a product into a pet owner's routine.
Clients bring me in when they want more than advice. They want a calm, experienced operator who will challenge their thinking, shape the team and drive real commercial change.
If that sounds like where you are, let's talk.
