PetSafe is the biggest pet brand you’ve never heard of—until now. Molly Landman, the company’s first-ever CMO, explains how a 30-year-old business built on invisible-fence tech is re-engineering its brand, roadmap, and P&L to stay #1 on Amazon, Chewy, and in pet-specialty stores. From riding competitors’ ad spend to micro-targeting “posh pet parents,” Molly breaks down how to grow when your category turns negative and budgets tighten. If you market in crowded, copy-heavy spaces, this conversation is your new playbook.
Watch our documentary on the Future of the CMO from this link 📺: https://www.youtube.com/watch?v=AXBKelmQomM
In 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
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Scratch 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 episode
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