Pet Flavors, a Bessemer Investors-backed maker of pharmaceutical-grade flavor bases used in chewable pharmaceuticals for pets, has hired David Medina as vice president of commercial and business development and Cathy Martin as vice president of marketing and strategy.

Medina began his career as a veterinarian before moving to the commercial side of the animal health industry. Most recently, he was senior marketing director of therapeutics and vaccines at Elanco, where he was in charge of marketing strategy in the U.S. His previous positions include vice president and general manager of Bayer Animal Health Canada, director of business development and licensing for North America for dairy innovation for Bayer Animal Health, and group director of business development and strategic alliances for Zoetis.

Martin joins Pet Flavors from Elanco, where she was executive director of U.S. parasiticides and pet health. Previous positions with Elanco include executive director of integration, senior director of U.S. pet health and strategy, and senior director of companion animal marketing. She began her career as a marketing and product manager for Hill’s Pet Nutrition.

“We are excited to welcome David and Cathy to Pet Flavors,” comments Mark Pieloch, founder and CEO of Pet Flavors. “David brings a strong medical and pharmaceutical background to the Company, as well as extensive knowledge of the animal health industry. Cathy has a proven track record in innovation, enabling revenue growth and market expansion and a collaborative, authentic leadership style that allows her to build an engaged, effective team.”