Freshpet recently announced the appointment of Justin Raiten as its new Vice President, Marketing – Communications.
Justin brings 14 years of experience leading innovative marketing strategies across both the CPG and agency worlds, with a strong emphasis on media, influencer marketing, and digital innovation. Most recently, he served as Vice President, North America Media & Influencer Marketing at Estée Lauder Cosmetics.
“Justin brings a deep understanding of the marketing landscape and the ability to inspire high-performing teams while staying grounded in the realities of business performance,” said Managing Director Ed Yuhas. “He brings a calm, confident presence and a high-performance mindset that aligns perfectly with Freshpet’s values.”
In his new role, Justin will report to the Chief Operating Officer and lead all media communications, digital strategy, public relations, and creative efforts, including TV and campaign development. He will shape the overarching marketing strategy, guide the development of media plans, lead PR and partnership initiatives, and champion the voice of the consumer, all while fostering collaboration and upskilling the internal team.
“Justin’s strategic clarity and creative instincts, combined with his hands-on, no-ego leadership, made him stand out,” said Managing Director Patrick Fitzgerald. “His ability to navigate ambiguity, foster accountability, and lead with both empathy and rigor will be key as Freshpet continues to scale.”
A pioneering and premier manufacturer and marketer of refrigerated pet food, Freshpet was founded in 2006 as a manufacturer and marketer of all-natural refrigerated pet food and treats using fresh meats and vegetables.
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