Sales Consultant

Sales Consultant

  • Strategy
  • Health
  • Amsterdam
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With a total spend of €550 million on veterinary care in 2017, pets are a booming business in the Netherlands. Over the last two years, AniCura, an international group of animal hospitals and clinics, has grown quickly in the Dutch market and now has approximately 150 clinics. AniCura is now taking its preventive health concept, AniPlan, to The Netherlands to bring further benefits to its patients, pet owners and clinics. AniCura is now looking to recruit a Sales Consultant to lead and drive AniPlan within the Dutch market. 

About AniCura

AniCura is a family of animal hospitals and clinics. Sprung from the idea that sharing resources creates opportunities for better veterinary care, the company was established in 2011 as the first merger of companion animal hospitals in the Nordic region. Today, AniCura is a role model within specialized veterinary care and a valued partner for pet owners and referring veterinarians across Europe

Through both acquisitions and organic growth, AniCura has developed very quickly and now provides high-quality pet care at 200 locations in seven countries and employs over 4,000 people. In addition to these wholly-owned clinics, AniCura reaches out to more than 600 additional clinics through its Sterkliniek and VetFamily concepts. The AniCura network offers a wide range of products and medical services, covering carefully selected pet food, preventive and basic health care as well as advanced diagnostics, internal medicine, intensive care, surgery, orthopedics, rehabilitation, physiotherapy and dietary advice. Over the next few years, they have identified a number of growth drivers, in which AniPlan is one of the most important strategic priorities.

The Dutch market

As a valued partner for pet owners and referring veterinarians throughout Europe, AniCura entered the Dutch market in 2015. Today, their network consists of about 150 AniCura, Sterkliniek and VetFamily clinics in The Netherlands. With a whopping thousand practices and recent growth of the pet industry in The Netherlands, the Dutch market is of strategic importance to AniCura. To capture the full potential of this market, they are hiring a Sales Consultant to roll out and develop the AniPlan concept.


AniPlan is AniCura’s platform that clinics can use to offer preventive health plans for pets. Content and pricing of the plan are usually up to each clinic. A typical plan includes a set of veterinary care services such as annual vaccinations, diagnostic testing, tick and flea protection, health check-up, nail clipping and discount in the shop.

Customers pay a fixed monthly fee for their subscription. In return, the plan brings pet owners peace of mind, a healthy pet and an thus provides affordable alternative to preventive care services.

AniPlan offers AniCura-owned and partner clinics an opportunity to engage with their customers more often, which has a positive impact on pet health and customer loyalty.

“Response from our customers and clinics in Denmark, Sweden and Norway, where the concept currently is being rolled out, has been overwhelmingly positive. Now we are turning our focus to the Netherlands, which is a market showing great potential.” – Mikael Sjögren, Group Business Development Director

About the Sales Consultant

AniPlan is a proven, highly scalable concept and the pet industry is thriving in the Netherlands. Put two and two together and you’ve got a fascinating business case. The Sales Consultant will take ownership of the concept, build the business and accelerate growth, ultimately establishing AniPlan as the industry’s leading preventive care service platform.

Go-to-market strategy

Together with Group Business Development Director Mikael Sjögren, the Sales Consultant will develop the AniPlan go-to-market strategy. This includes identifying local threats and opportunities and adjusting priorities accordingly.

Engaging clinics

The Sales Consultant will reach out to clinics to create awareness and interest, help new clinics set up their plan on the platform and engage with staff across clinics to help them increase the total number of pets on the plan. This includes sharing best practices in terms of content, pricing and marketing to increase conversion and loyalty.

Developing AniPlan further

Based on user insights, the consultant will also look for ways to enhance the concept and take ownership of the technical development of the platform. They will engage with the developers to improve the customer experience.

Candidate profile



(Field) Sales / Business Development in

  • B2B or tech,
  • a B2C environment,
  • Management consulting,
  • or at a start-up.



  • Inspiring communicator
  • Knowledgeable
  • Charismatic
  • Well organized


AniCura works with Top of Minds Digital Executives to fill this vacancy. Contact Wiebe Smit, Consultant at Top of Minds, at for more information.


Sales Consultant Solliciteer
Marlies Hoogvliet - Partner

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Marlies Hoogvliet - Partner

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