The Hagen Group has strengthened its leadership team with the appointment of Billy Frey as Vice President, Strategic Growth – Dog & Cat, a newly created role aimed at accelerating the company’s momentum in premium pet nutrition and care. In his new role, Billy Frey will be in charge of developing integrated growth strategies for Hagen’s consumables portfolio, which includes litter, dog and cat food, and treats. He will concentrate on growing Hagen’s footprint across speciality and emerging retail channels while making sure the business continues to satisfy the changing needs of contemporary pet owners, working closely with global brand, product, and commercial teams.
Frey joined Hafen after a successful time at Champion Petfoods, where he held a number of important leadership positions, including Vice President, Demand Transformation; Global Vice President, Marketing for ACANA; and Vice President, Cat Portfolio and Shopper Marketing.
He was a key contributor to ORIJEN and ACANA’s above-category growth, the expansion of the cat portfolio, and the development of a strong shopper marketing department that supported large North American retailers.
Frey worked for Alltech, a world leader in animal nutrition and health, for more than ten years prior to entering the pet business. He contributed to producing agricultural and companion animal efforts while holding a variety of marketing, brand development, and commercialisation roles. Throughout his career, a recurring element has been his background in animal wellness and brand storytelling.
“Billy’s background in driving growth across both established and emerging consumables brands makes him an exceptional fit for Hagen,” said Rolf Hagen Jr., President and CEO of Hagen Group. “His combination of pet category expertise, marketing vision, and commercialization experience will be instrumental as we continue to expand our footprint in the dog and cat consumables space.”
Stephen Barth, General Manager of Hagen USA, noted Frey’s immediate impact on the organization. “In just his first two weeks, he’s already begun shaping meaningful conversations and strategy across the organization. The runway ahead is bright, and I’m confident Billy will help drive us toward a stronger, more profitable future.”
As he thought back on his appointment, Frey said he was excited about the chance. “I’ve always respected Hagen’s innovative heritage and its in-depth knowledge of pet care. I’ve worked on several excellent brands in the past, and I think Hagen’s products have similar potential. Building on Hagen’s solid base and adding even more value for pet owners and their animals excites me.
Hagen is well-positioned to increase its competitive advantage and strengthen its position in influencing the direction of high-end pet care due to Frey’s strategic leadership.
