Jen Hagness

CEO & President

Jen has spent the past two decades growing, and scaling start-ups and midsize companies across several categories including food, beverage, personal care, and animal health.

She is an entrepreneurial and ownership-minded leader, who is driven to make the world better. She chooses companies and brands with purpose, creating positive change and making life better. In 2020 Jen launched Midwest-based Smarty Advisor, as a startup retail growth machine - where ideas, people, innovation, and investors come together to turn ideas into action. Prior to Smarty Jen spent the past +15 years in executive leadership roles at several magnet consumer brands. She was Managing Director and Chief Merchant at Brandless, led global Marketing and Innovation at Caribou Coffee, and is an early-stage investor with several early-stage startups such as Native Pet and Curate Capital. Jen is best described as a dreamer, a doer, and a fierce collaborator.

There has never been a more critical time to innovate within pet care, so we feel extremely fortunate to be charting a new path forward for both pet parents and veterinarians with MySimplePetLab.