Michelle Egan, a seasoned marketing professional in the animal health industry, was named 2025 National Agri-Marketing Association (NAMA) Marketer of the Year. She was honored at the NAMA Spring Conference in Kansas City on April 10, 2025. With over three decades of experience, Egan has played a pivotal role in product launches, marketing campaigns, and strategic branding initiatives.
Egan’s journey began in human health, but a marketing role at Merck introduced her to the world of animal health, where she found her passion.
"I quickly realized how much I loved this industry—helping producers and veterinarians improve animal health and productivity was incredibly rewarding," she said.
Over the years, she has worked with industry leaders through multiple mergers and acquisitions, ultimately joining Christian Hansen in 2018 as the first regional marketing manager for animal health. In January 2024, following a merger between Christian Hansen and Novozymes, she became part of the newly formed company, Novonesis.
Egan’s recent work includes leading the launch of Bovamine Defend Plus, a probiotic product designed for the feedlot sector. The product, introduced at the National Cattlemen’s Beef Association (NCBA) event in 2023, expanded on its predecessor by incorporating additional probiotic strains.
"We knew we had something special with Bovamine Defend Plus, and it was exciting to see the market respond so positively," Egan shared.
She also spearheaded the “Beef Up” campaign, which drove $4 million in sales growth and increased customer engagement. The campaign’s messaging strategically played on the concept of “beefing up” cattle productivity and financial returns for producers.
"We wanted a campaign that really spoke to cattle producers in their language. 'Beef Up' was simple, direct, and effective," she explained.
Egan worked closely with advertising agencies to craft the branding, collateral, and event strategies that made the campaign a success. Reflecting on her award, Egan expressed deep appreciation for her colleagues who nominated her.
"I was so touched and honored. You feel like you’re just doing your job, so to receive this recognition was overwhelming," she said. "I've been incredibly fortunate to learn from some of the best in the industry, and this award is just as much theirs as it is mine."
