Portrait of Elizabeth M. Reed

BS · LVT · CCRA

Elizabeth
M. Reed

Veterinary & Animal Health Commercial Leader

Capital Equipment Enterprise Sales Revenue Growth Commercial Strategy

CUBEX gross bookings · full year

▲ +59% FY24→FY25
$2.4M FY2022 $10.1M FY2023 $10.2M FY2024 $16.3M FY2025

$45.3M cumulative gross bookings since 2021 · $5.6M booked in FY2026 YTD

Executive profile

Clinical roots. A commercial engine.

Veterinary and animal-health commercial leader with 20+ years in veterinary healthcare, including 14+ years driving enterprise sales, strategic-account growth, and high-performing teams.

At CUBEX, gross bookings total $45.3M since 2021, with full-year bookings growing from $2.4M in 2022 to $16.3M in 2025. She manages relationships across 30+ corporate veterinary logos and leads a renewal-and-expansion motion built for durable account growth.

That commercial leadership is grounded in a decade of hands-on clinical practice as an LVT, a B.S. in Veterinary Technology, and certification in canine physical therapy — giving her unusual credibility with both frontline veterinary teams and executive leadership.

By the numbers

Impact you can measure

A snapshot of the outcomes behind the track record — from deal size to retention to national ranking.

$45.3M
Cumulative CUBEX gross bookings from 2021 through FY2026 YTD
$16.3M
FY2025 gross bookings — highest full-year result in the period shown, up 59% YoY
6.8×
Growth in full-year gross bookings from FY2022 to FY2025
30+
Corporate veterinary logos managed across strategic enterprise relationships
70→90%
Renewal rate lift in a single year after rebuilding the retention strategy
#2
Ranked nationally in year-over-year growth at Royal Canin — top 10% overall

Professional experience

Where the growth came from

Cubex

Aug 2021 — Present

Senior Sales Director

FY23 $10.1M FY24 $10.2M FY25 $16.3M FY26 YTD $5.6M Corporate logos 30+
  • Scaled full-year gross bookings from $2.4M in 2022 to $16.3M in 2025, a 6.8× increase, with $45.3M booked cumulatively since joining CUBEX in 2021.
  • Built the company's customer-retention strategy, lifting the renewal rate from 70% to over 90% in one year.
  • Leads CUBEX's Renewal & Expansion Team and authored the Renewal & Expansion Playbook now used across the organization.
  • Manages strategic relationships across 30+ corporate veterinary logos.
  • Existing-account activity grew from 40% of gross bookings in 2022 to 91% in 2025 (94% in FY2026 YTD), reflecting the scale of the renewal, expansion, and upgrade engine she leads.
  • Promoted through progressively senior roles at CUBEX, advancing into commercial leadership as Senior Sales Director.
  • Serves as a trusted business partner to the President on strategy, forecasting, and commercial initiatives while recruiting, onboarding, coaching, and developing sales talent.
  • Develops executive business cases, ROI analyses, workflow assessments, and contract negotiations — with accurate, timely forecasting and CRM hygiene.

Royal Canin

2012 — 2021

Veterinary Territory Manager & Key Account Manager

Territory $3M, grown over goal YoY MARS portfolio $5M+ YoY Crown Club President's Club
  • Grew a $3M territory over goal year over year; ranked #2 nationally in YoY growth and held a top-10% national position.
  • Managed a portion of the MARS hospital portfolio as a Key Account Manager driving $5M+ in annual sales.
  • Created cross-collaboration projects during COVID across MARS banners, including Antech.
  • Founding developer of the Pet Nutrition Advisor Program (PNAP) that still runs today.
  • Built and ran the Royal Canin Online CE sessions for vet techs during COVID (TechTalks).
  • Recognized as a player-coach — mentoring and developing newly hired sales consultants through multiple territory realignments while staying a top performer.

Clinical & academic foundation

Clinical practice · LVT

A decade of hands-on veterinary practice across multiple hospitals — the credibility behind every clinical conversation.

General Practice Emergency / CC Hospital Management Reproductive Medicine Physical Therapy De Novo New Builds
Licensed Veterinary Technician 2004 — 2012
Adjunct Faculty · 3 Vet Tech schools 2006 — 2010

Education & credentials

B.S., Applied Science — Veterinary Technology

St. Petersburg College

A.A.S. — Veterinary Technology

Cedar Valley College

Certified in Canine Physical Therapy (CCRA)

Licensed Veterinary Technician (LVT)

Let's talk growth.

Open to commercial leadership opportunities across veterinary, animal health, and healthcare technology.