Hy-Vee Promotes Kathryn Mazza to CMO, President of RedMedia

Midwest retailer announces key talent update upon retirement of longtime exec and Trailblazer Donna Tweeten

1/27/2025

Kathryn Mazza will steer Hy-Vee's marketing efforts and its RedMedia business.

There are some changes in the c-suite at Hy-Vee, Inc. On the heels of the Jan. 24 retirement of President Donna Tweeten, the retailer elevated Kathryn Mazza to SVP and chief marketing officer for the chain and president of its RedMedia business.

Most recently, Mazza was SVP at RedMedia, which she joined in February 2024. In her new role, she will lead the retail media network and steer overall marketing initiatives at Hy-Vee.

In 2024, Mazza spoke at Progressive Grocer’s GroceryTech event about the value of RMNs in unlocking sales opportunities for brands and tailored content for shoppers. “It's a really powerful thing to be able to let the CPGs reach the customer when they're at its closest intent of purchase with a curated unique message,” she said at the time.

According to Jeremy Gosch, Hy-Vee’s chairman and CEO, Mazza will help propel Hy-Vee’s marketing goals and results. “Kathryn has already demonstrated tremendous leadership when it comes to helping the market recognize the power of Hy-Vee’s brand,” he said. “Kathryn is the right leader to help bring our retail media and marketing efforts together to create even more value for our customers and our vendor partners. She has the skillset and capabilities to expand and advance our efforts and campaigns into the future.”

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Now-retired exec Donna Tweeten held the role of CMO and president of Hy-Vee as part of her 35-year career with the company.

For her part, Mazza said she is looking forward to continuing the retailer’s strong marketing efforts. “Another top priority of mine will be further strengthening our vendor and supplier partnerships as we plan for the future,” she noted.

Meanwhile, Tweeten officially retired from Hy-Vee after an illustrious 35-year career there, which included a tenure as chief marketing officer and RedMedia president. She was recognized for her efforts in 2023, when she received Progressive Grocer’s Trailblazer Award at the Top Women in Grocery gala in Orlando, Fla.

Employee-owned Hy-Vee operates more than 570 business units across eight Midwestern states, with sales of more than $13 billion annually. The West Des Moines, Iowa-based company has more than 75,000 employees and is No. 38 on The PG 100, Progressive Grocer’s 2024 list of the top food and consumables retailers in North America.