Catherine Hayden is the Chief Marketing Officer at Kate Farms, the #1 doctor-recommended plant-based nutrition brand. Since joining the company in 2018, she has helped scale Kate Farms through rapid growth, multiple funding rounds, and its acquisition by Danone, while building an omnichannel business spanning healthcare, direct-to-consumer, subscription, Amazon, and retail.

Catherine began her career as a Registered Dietitian, giving her a unique perspective at the intersection of healthcare, nutrition, and consumer behavior. Today, she leads brand strategy, commercial growth, innovation, and integration across both healthcare and consumer channels.

Kate Farms was founded to solve a deeply personal problem. After being diagnosed with cerebral palsy at age five, Kate struggled to tolerate existing nutrition formulas and relied on a feeding tube for nourishment. What began as a solution for one child has since grown into a company that has nourished more than 600,000 people.

In this episode, Catherine shares how Kate Farms evolved from a healthcare-focused company into a high-growth Ecommerce and omnichannel brand, including lessons on building DTC alongside Amazon, uncovering customer insights that reshaped the business, and expanding awareness and access without sacrificing growth.

In This Conversation We Discuss:

• [00:29] Intro
• [01:42] Serving customers across every life stage
• [02:02] Scaling impact from one success story
• [03:36] Validating demand before scaling
• [05:48] Episode Sponsor: Klaviyo
• [07:55] Learning complex channels through partnerships
• [10:36] Balancing trust with Ecommerce growth
• [12:32] Episode Sponsor: Intelligems
• [14:32] Using customer insights to guide strategy
• [17:40] Connecting brand awareness to conversions
• [19:13] Expanding reach while maintaining growth
• [22:13] Episode Sponsor: Electric Eye
• [23:20] Creating loyalty beyond product discounts
• [26:45] Winning customers through better products
• [27:17] Callout
• [27:27] Making great products easier to access

Resources:

• Subscribe to Honest Ecommerce on Youtube
• Plant-based tube feeding formulas and shakes katefarms.com/
• Follow Catherine Hayden linkedin.com/in/catherine-hayden-28233816
• Migrate and grow more klaviyo.com/honest 
• Schedule an intro call with one of our experts electriceye.io/connect
• Book a demo today at intelligems.io/

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