Petco has purchased pet care information startup PetCoach for an undisclosed amount and hired the company's chief executive officer and co-founder Brock Weatherup as executive vice president, strategic innovation & digital experience."As we continue evolving our value proposition – helping pet owners wherever and however they want to improve the health and well-being of their pet – we believe that an entrepreneurial and digital leader of [Weatherup]'s caliber will help Petco exceed the ever-changing digital expectations of the modern pet parent," Petco ceo Brad Weston said in a media release.PetCoach, which was founded in July 2016, allows consumers to ask veterinarians for advice via petcoach.co or a mobile application. The website also hosts articles by vets on animal health, care, nutrition and behavior.This is not the first time Weatherup has joined a retailer that bought his company: he served as senior vice president and chief digital officer of PetSmart for nine months after the channel leader's 2014 purchase of Pet360, a network of pet education and e-commerce websites that includes PetMD.com.