Heather McManus takes on a new post as sales and marketing director, whilst Helen Goddard has been appointed as its senior buying.
Joining them, Zoe Fleming has been appointed as its head of customer experience whereas Peter Sutcliffe has been appointed as its new operations director.
MacManus’ appointment signals a “revitalised marketing strategy”, which includes the promotion of Francesca La Rosa to the position of product marketing manager.
La Rosa will be the point of contact for new suppliers and existing suppliers launching new ranges and products, providing multi channel support.
During 2019, Vital also put 36 new vehicles on the road, including refrigerated vans to deliver fresh and frozen foods.
A new automated warehouse management system is also expected to deliver operational efficiencies throughout 2020.
McManus said she’s been “impressed” by the energy around the Vital business.
She said: “The pet trade has huge potential and Vital really acknowledges its place at the centre of the supply chain and is looking to add the value that everyone needs, throughout the channel. It’s something I decided I wanted to be part of and I’m looking forward to making a difference.”