TWIG COMPLETE COVERAGE
As the highest-ranking woman leader at the Iowa grocery powerhouse Hy-Vee, President Donna Tweeten has made countless impacts at the retailer over her 20-year career there, overseeing all aspects of marketing and digital development, as well as private brands and merchandising at the $13 billion grocery chain. Tweeten has led all aspects of the retailer’s private-brand strategy, from deciding on offerings and go-to-market approaches to how private-brand products are marketed to increase customer interest. She works to drive creativity and innovation, and has positioned Hy-Vee’s store brands as experiential, value-driven and customer-focused.
Part of the marketing evolution at Hy-Vee involved the expansion of its private brands. To that end, Tweeten and her team have curated a lineup of private brands that meet a wide variety of consumer needs in nearly every category, including canned goods, bread, snacks, drinks, health and wellness, meal solutions, and premium products. Under her leadership, Hy-Vee has expanded into sports marketing and negotiated key partnerships with Patrick Mahomes, Travis Kelce and Kirk Cousins. Last year, Hy-Vee sponsored the NTT INDYCAR SERIES doubleheader races, in Newton, Iowa, which offered a festival-like atmosphere with music, food and family-focused entertainment. The weekend was one of the most attended races of the series last year, with the exception of the Indianapolis 500.