Founder and Chief Executive Officer
Will was born and raised in Healdsburg, CA, in Sonoma County near where VIP Petcare is headquartered today. Will was already working in the veterinary field when, in 1995, he and his tennis buddy Ken Pecoraro started VIP Petcare. In the beginning it was just the two of them and an old van, occasionally hiring school friends as part-time employees. Now, nearly 20 years later, Will is amazed at how their little company has grown and evolved. Will is still heavily involved on a daily basis, guiding the strategy and operations of the business. When he isn’t working on VIP Petcare projects, he’s at home with his wife Aimee and three kids, Sevilla, Viola, and Zella, and his German Shepherd, Asta.
Ken is a native of Sonoma County. Ken’s Dad is a banker and his Mom worked many years in the public school system. From an early age Ken had a huge interest in computers and has been tinkering with machines since he was nine. After high school Ken attended San Diego State as a business major. In his early 20’s he returned to Sonoma County for an opportunity to work for a small start up apparel company. The company grew quickly and expanded globally. Working in a variety of positions, he gained valuable experience and saw with his own eyes what can be accomplished with just hard work and dedication. In the summer of 1994 Ken and Will, who had known each other since their junior year of high school, decided to start a company together. They envisioned a better and more efficient way to provide preventative veterinary services to pet lovers and their pets. With Will’s veterinary experience and Ken’s computer and business knowledge the partnership was formed. Currently the Pecoraro household has 3 dogs, 3 cats, several fish, and even some stick bugs. Ken enjoys technology, music, tennis, swimming, and spending time traveling and cooking with his wife Darcy and his kids Madison and Vincent.
Chief Financial Officer
Michael Rist is a senior financial executive with more than 20 years of international operations and business experience within corporate finance for public and privately-held companies, as well as Big 4 public accounting firms. He is the chief financial officer for VIP Petcare and has previously been chief financial officer of Mosaica Education, Inc., The Elwing Company, and SES Engineering. He is a Certified Public Accountant and active in a number of professional organizations. Rist holds a BS in Accounting and Finance from Copenhagen Business School and an MBA from the School of Business, Villanova University.
Chief Marketing Officer
Paige Mazzoni joined VIP Petcare with over 20 years of Marketing experience. She has held Sr. Vice President of Marketing roles for more than a decade, including directing product and company positioning at Marketlive, Safari Books Online, Nelson Family of Companies, MindBox and Fair, Isaac. In these roles, she was responsible for all positioning, messaging and product packaging. Paige was instrumental in creating branding and rebranding strategies at MarketLive, Nelson and Mindbox. Her experience includes responsibility for public relations, lead generation, social media marketing, digital marketing and product launches. Paige has a B.A. in History from Stanford University. She resides in Windsor — right down the street from ViP Petcare!
Dr. Katryna Fleer
DVM, Medical Director
A researcher at heart, Dr. Fleer has worked with animals around the world. From the wilds of Africa and the meadows of Yosemite to zoos in California and New York, Dr. Fleer has studied animal health and disease transmission for the last decade. She also completed studies in broader public health issues concerning both humans and animals. Much of her work is still used by government agencies to help solve public health issues.
At VIP Petcare, Dr. Fleer is responsible for understanding the gold standard in preventative veterinary medicine and applying that standard to the company formulary and services offered. She makes sure on a daily basis that ViP Petcare offers the best possible quality of care to our clients and their furry family members. Dr. Fleer holds a B.S. in Zoology from Marshall University, a Masters of Preventative Veterinary Medicine and a Doctorate of Veterinary Medicine, both from the University of California, Davis, School of Veterinary Medicine.
Vice President, Operations
Robin Dunbar is a pet retail industry veteran with experience encompassing operations, training, customer service and store relations. At VIP Petcare, Robin is responsible for ensuring our clinics are run efficiently and effectively, with the ultimate goal of providing each client and pet with the friendliest, easiest and most seamless experience possible. Robin lives in Yountville, California, and holds a degree in Bachelor of Business Administration from the University of Oregon.
Vice President, Human Resources
Dawn Gatley is a human resources professional with more than 15 years of human resources experience within privately-held and public Fortune 100 and 500 companies. As Vice President of Human Resources, Dawn is responsible for all aspects of recruiting, benefits, employee development and employee relations. Her previous experience includes roles at The Home Depot, DIRECTV and SteinWorld Operating Company. She is a Certified Professional in Human Resources (PHR) as well as a Society of Human Resources Certified Professional (SHRM-CP). Dawn holds a BA in Fine Arts from DeSales University and an M. ED in Adult Learning and Higher Education Administration from the University of Oklahoma.
Director of Business Development
Devan Paddock was born and raised in the foothills of the Sierra Nevadas. He joined VIP Petcare as a clinic assistant back in 2005 and has grown and evolved with the company ever since. He has worn many hats over the last decade and now serves as the Director of Business Development. Devan is very grateful to have been able to watch this company grow from very humble beginnings to something that makes a difference for so many pets and pet parents. Devan lives in Santa Rosa, CA with his wife Hannah and three dogs, Harvey, Fred, and Calvin.
Director of Business Integration
Thomas Kerr has been with VIP Petcare since 2012 and has been working in the veterinary industry for his entire career. Prior to joining the team, he worked at the corporate office of a national pet supply chain overseeing their national veterinary program. At VIP Petcare, he oversees project management and regulatory compliance for the organization.