Catherine Hayden

Catherine Hayden

Executive Vice President, Chief Marketing Officer Kate Farms
Catherine Hayden
My career has lived at the intersection of health and business from the start. I began as a Registered Dietitian, an experience that continues to shape how I think about consumers, healthcare professionals, and the trust that brands and companies have to earn to truly matter. From there I grew into commercial leadership, spending the last decade at Kate Farms building the company from early stage through a successful acquisition by Danone. As Chief Marketing Officer, my work spanned brand building, commercial strategy, and driving revenue across medical, retail, and ecommerce. What drives me is being part of building companies where people do their best work, brands earn lasting trust, and the mission actually reaches the people who need it.

Wednesday, August 12

1:05 PM Main Stage: Keynote Fireside Chat: Authenticity & Consistency: How Kate Farms Is Optimizing Retail for a Specialized Consumer

For most of Kate Farms' history, the company distributed its nutrition products across a network of hospitals, providing a necessary source of nutrition to patients with complex health needs. As more people discovered the brand and wanted easier everyday access to the same standard of nutrition they trusted in medical settings, Kate Farms saw an opportunity to expand into retail - meeting consumers where they shop and creating a connected omnichannel experience. Discover how the brand is bringing its heritage to more everyday moments and connecting with consumers in new and powerful ways. Hear from Kate Farms' CMO Catherine Hayden on:

  • How Kate Farms has substantially increased its brand awareness and acquired more everyday consumers without neglecting their original market.
  • How they leveraged first-party customer insights and digital analytics to continuously optimize product discovery, content, and the overall shopping experience.
  • How ratings, reviews, post-purchase surveys, and first-party insights help identify friction points, improve the customer experience, and inform cross-functional priorities.

Check out the incredible speaker line-up to see who will be joining Catherine.

Download The Latest Agenda