Meet Matt Aldrich

We recently connected with Matt Aldrich and have shared our conversation below.

Matt, so good to have you with us today. We’ve always been impressed with folks who have a very clear sense of purpose and so maybe we can jump right in and talk about how you found your purpose?

I grew up surrounded by dogs, and my first job was at a pet supply store in Ann Arbor, Michigan. I took the job because of the excitement I saw in my own dog every time we entered the store. Working there became a joy, whether helping customers, engaging with fellow pet lovers, or meeting different pets daily.

Throughout high school and summers in college, I took on increasing management responsibilities within the store. Over time, I found myself handling everything from inventory and operations to training staff. It wasn’t long before I realized that the demands of running the business left little time for the things that initially made me love working there. Managing so many tasks at once felt overwhelming.

After graduating from Trinity University in San Antonio, Texas, I returned to Ann Arbor and began my career in marketing. My first client in 2018 was the very same pet retailer I worked at during high school and college. At the time, they lacked a website, social media presence, local SEO efforts, or a defined marketing strategy. Building a comprehensive marketing plan for that business was a huge learning experience, and within three years, our efforts led to the expansion from two locations to four.

As I helped that business grow, I began to build my own. I focused on the pet industry, specifically brick-and-mortar independent pet retailers. These businesses are often pillars of support and positivity within their communities, educating pet owners and helping pets live their best lives. They are the type of businesses worth supporting and growing, run by people who respect humans and animals alike, and since launching my pet store marketing agency in 2018, I’ve been passionate about working with these inspiring individuals.

Thanks, so before we move on maybe you can share a bit more about yourself?

I’m Matt Aldrich, and I run Pet Engine Marketing, a digital marketing agency dedicated to helping small to medium-sized pet businesses thrive. Our clients include local service providers and retailers such as pet supply stores, groomers, boarders, trainers, walkers, sitters, and other pet-related businesses. We specialize in driving growth for these businesses by enhancing their marketing efforts in measurable ways—breaking sales records, expanding their reach, and even supporting the launch of new locations. Since our founding in 2018, we’ve partnered with over 100 independent pet businesses across the US and Canada, delivering comprehensive marketing services such as SEO, social media management, email marketing, event promotion, strategic planning, and detailed reporting.

As the pet-loving, problem-solving creative force behind Pet Engine Marketing, I’m proud to be actively involved in the pet industry. In addition to leading Pet Engine, I am the co-founder of the Pet Industry Network, a published writer for PETS+ Magazine, a member of American Pet Professionals and IndiePet, and a recognized speaker at globally renowned pet industry tradeshows.

If you had to pick three qualities that are most important to develop, which three would you say matter most?

Curiosity – I believe that curiosity and a passion for learning are essential for anyone looking to grow a business or advance in their career. In marketing, where trends shift rapidly, and strategies must adapt to an ever-evolving landscape, maintaining a “forever learning” mindset creates opportunities to improve, optimize, and stand out in an increasingly competitive industry. Curiosity drives innovation, helping you stay ahead of the curve.

Persistence – Growth, especially in business, is rarely a straight line, and it can be difficult to measure at times. Success requires the ability to embrace discomfort, navigate challenges without losing momentum, and stay focused on the bigger vision. Persistence is key to overcoming obstacles and sustaining progress. In my experience, every successful business owner embodies this quality.

Collaboration – Building strong client relationships is crucial to success. It’s about understanding your client’s goals, creating value, and consistently delivering results. Beyond the technical side of marketing, our clients are people we respect and enjoy working with. One of the perks of running a business is the ability to choose the people you collaborate with, making those relationships both professional and rewarding.

Advice: To those just starting out, focus on cultivating these traits. Stay curious, remain persistent even when the path gets tough, and always prioritize collaboration. If you work to develop these qualities, you’ll set a strong foundation for long-term success.

What do you do when you feel overwhelmed? Any advice or strategies?

When I start to feel overwhelmed, the first thing I do is take a step back to reset and get organized. For me, this means making a detailed list of tasks, sorting them by priority from highest to lowest, and then blocking out time in my calendar for the most critical tasks. By breaking things down into manageable steps and allocating specific time for each, it helps to regain control and stay focused on what truly matters. This approach to time management and prioritization has been a lifesaver, especially when juggling heavy client workloads or managing the day-to-day operations of my agency.

One piece of advice: don’t try to do everything at once. Focus on the tasks that will make the biggest impact and give yourself permission to tackle things one at a time. Also, don’t hesitate to delegate or ask for help when necessary—sometimes that’s the key to keeping everything on track.

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