Cracking the $128Bn Pet Market with the CMO of Petsafe Brands

Watch our documentary on the Future of the CMO from this link 📺:  https://www.youtube.com/watch?v=AXBKelmQomMIn this episode of Scratch, Eric sits down with Molly Landman, the first Chief Marketing Officer of PetSafe, the 30-year-old pet-tech pioneer behind invisible fences, automatic litter boxes, GPS collars, and more. Molly explains how she inherited “the biggest pet brand no one knows,” why an early push into broad awareness failed to lift sales, and how a tighter focus on consumer jobs-to-be-done now guides everything from R&D roadmaps to TikTok creative. She details the work of collapsing siloed teams into a single insights-to-activation engine, riding rivals’ top-of-funnel spend instead of out-spending them, and finding pockets of growth even as the overall pet-durables market turns negative. If you’re looking for lessons on brand refresh, gross-margin optimisation, or balancing performance with brand, this conversation delivers a practical, P&L-driven playbook.Watch the video version of this podcast on Youtube ▶️: https://youtu.be/vIdrjkKh49A📚 Chapters:(00:00:00) – Intro 🎙️(00:02:42) – Favorite Challenger-brand(00:04:36) – PetSafe overview 🐾(00:11:00) – Molly’s journey at Petsafe 📈(00:31:36) – Growing with less in a shrinking category 💡(00:38:25) – Taking the CMO role(00:40:26) – Lightning Round ⚡🖊️Mentioned in the show:Halo (dog collar) Bob Moesta episode - Scratch Jobs to be done theoryScratch is a production of Rival, a marketing innovation consultancy that develops strategies and capabilities that help businesses grow faster. Scratch is hosted by Eric Fulwiler, and he’s joined by Molly Landman of Petsafe in this episodeFind Rival online at www.wearerival.com & LinkedInFind Eric on LinkedInFind Molly on LinkedIn.Say hi at [email protected], we’d love to hear from you. Rival is a marketing consultancy for brands that want to challenge convention in their category. We’re on a mission to understand what challenger brands do differently to grow in categories that are being disrupted, and use a challenger playbook to deliver outsized impact through an integrated, tech-enabled approach. Past guests include CMOs from Mastercard, GE, Shell, Hyperloop, Adobe, PepsiCo, and Papa Johns.If you’re interested in learning more about marketing from successful CMOs, we compiled a list of the top 5 CMO podcasts to listen to in 2024; check it out here 🔗  https://www.wearerival.com/content-hub-articles/cmo-podcasts-you-cannot-afford-to-miss-in-2024