Tricia Nichols

Robert Forto

Robert Forto

@robertforto | Executive producer and co-host of Dog Works Radio

Join host Robert Forto as he welcomes Tricia Nichols to discuss emergency preparedness and wellness for pets on Dog Works Radio.


Tricia Nichols

Chief Marketing Officer, Independent Pet Partners

Tricia Nichols is a consumer-curious marketer, focused on revolutionizing the consumer experience within brands.  Her specialty is building omnichannel brand experiences, developing a consumer-first mindset and developing innovative partnerships for revenue, acquisition and new distribution.  Currently, she is Chief Marketing Officer at Independent Pet Partners, an early-stage private equity parent to several independent pet stores, focused on developing a new wellness experience in Retail and Ecommerce.  Here she co-authored the first definition of pet wellness, known as The 5 Pillars of Pet Wellness™, in partnership with the University of Denver’s Institute for Human-Animal Connection.

Prior to this, Tricia was SVP Consumer Marketing at Estee Lauder where she oversaw Consumer Engagement, Retail Experience, PR, Education and Online.  She also served as brand strategy consultant for Under Armour.  Prior to Estee Lauder, Tricia was the Head of Global Consumer Engagement at Gap brand, for Gap Inc., and held senior roles at Pepsi and TracyLocke. In these roles, she led activations in media, emerging platforms, social, mobile, multicultural marketing & branded entertainment.

She was formerly an Adjunct Professor at SMU, teaching marketing & media strategy.  She is currently a member of PTTOW!, and a Board Member of ADCLUB of NY.

What we talk about on this episode:

Pets are considered part of the family, but they’re often overlooked when planning for unexpected events or a crisis, leaving them at risk when they need care the most. To help make the planning process easier for pet parents, Independent Pet Partners (IPP), the parent company of a network of independent pet food and supplies retailers across the country, has launched the “Things My Human Knows” custom caregiver guide, which highlights feeding directions, house rules, bathroom habits and more.

  • What to do in case of an emergency with your pet
  • What is pet wellness
  • Can I take my dog to an emergency shelter during a natural disaster
  • What info is needed for your pet on the guide?

Host, Michele Forto’s Bio: Michele Forto is the lead trainer for Alaska Dog Works where they train dogs for service work, obedience and more. Michele is also the business manager and husky wrangler for Team Ineka. When Michele is not training dogs she loves to travel on their annual Rock n Roller Tours where she and Robert hit up rock concerts and roller coasters around the country.

Host, Robert Forto’s Bio: Robert Forto is the training director for Alaska Dog Works  where they train dogs for canine obedience, working dogs, therapy dogs and service dogs for clients all over North America. He is also a dog musher and he and his wife operate a 40-dog mushing kennel in Willow, Alaska, called Team Ineka. They can often be seen at local races and leading expeditions in the Alaska backcountry with outdoor leadership students at the University of Alaska. Robert is the producer of Dog Works Radio that has been on the air since 2009 and is currently simulcast on a local radio station, KVRF in Palmer, Alaska.

Links and Resources Mentioned: 

Thanks for Listening! We appreciate your visiting our site today and for help in bringing awareness to the Dog Works Radio podcast 

Where we are going? (In real life)

  • Podcast Movement 20 in Dallas
  • Live coverage of the Alaska Dog Works Dryland Derby 2020
  • The APDT Conference in October
  • Rock n Roller Coaster Tour 20 #rocknroller20 to live host The Coaster Geeks Podcast

Audience feedback drives the show. We would love for you to email is and keep the conversation going! Email or call 907-841-1686. We would love to hear from you!


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So if you want to get the most out of the relationship with your dog, listen to our podcast, Dog Works Radio, take some notes and check out our Peak Performance Training Program!

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Robert Forto

Robert Forto

@robertforto | Executive producer and co-host of Dog Works Radio

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