Hy-Vee's New CMO Kathryn Mazza: A Game Changer for Retail Media Strategy

Dive Brief:

• Hy-Vee has appointed Kathryn Mazza as the new president of RedMedia and senior vice president & chief marketing officer of Hy-Vee. This change comes as Donna Tweeten retires, who previously led the retail media network.
• Mazza will oversee the growth of the grocer’s retail media network and enhance marketing strategies as she steps into her new roles.

Dive Insight:

Kathryn Mazza has been with Hy-Vee for less than a year, previously serving as the senior vice president of the retail media arm. In her new role, she aims to strengthen vendor and supplier partnerships. As highlighted by Jeremy Gosch, Hy-Vee Chairman and CEO, Mazza is seen as the right leader to integrate retail media and marketing efforts for increased value.

Kathryn Mazza, Hy-Vee’s CMO and president of RedMedia. Courtesy of Hy-Vee

Before joining Hy-Vee, Mazza was the vice president of media and general manager of retail media at Dick’s Sporting Goods, bringing nearly 20 years of experience to her new role.

Donna Tweeten concluded her 35-year career with Hy-Vee, where she held multiple leadership positions, including that of president and CMO, before announcing her retirement in October.

Since the launch of RedMedia in fall 2023, Hy-Vee has installed over 10,000 in-store screens and expanded its leadership team within the retail media network, showcasing a robust commitment to innovation and growth in retail media.