Cat food challenger brand KatKin hires first CMO to propel growth

Former Motorway CMO and MoneySuperMarket marketing director Lloyd Page is tasked with boosting awareness and consideration of the direct-to-consumer brand.

Direct-to-consumer cat food brand KatKin has hired Lloyd Page as its first CMO as the challenger firm looks to accelerate growth.

According to a statement, Page will lead efforts to transform KatKin into a “well-known, loved consumer brand” and ensure marketing is the “engine of the company’s growth and product sales”.

KatKin, which offers a personalised service of fresh meat to cat owners, closed a $22 million series A funding round in 2022 and series B funding last year for an undisclosed amount. It was founded in 2020 by brother and sister duo Brett and Nikki O’Farrell.

Page’s last job was CMO at Motorway before leaving last year after more than two years at the business. He is said to have played a a role in securing series B and C funding rounds. Prior to Motorway, he had senior marketing positions at MoneySuperMarket, John Lewis and Vodafone.

Motorway’s Lloyd Page on using long-term fame to fuel ‘accelerated growth’KatKin co-CEO Ed Westcott said in a statement: “With Lloyd’s experience and expertise on our team, even more cat parents will hear about and understand the amazing health benefits of feeding fresh. Bringing our first chief marketing officer onboard will help us accelerate our growth.”

Page added: “I’m excited to join a business that’s defining and leading the fresh cat food category, significantly raising the standard of cat care compared to established legacy brands.

“We’ve a huge opportunity to drive awareness and understanding of the benefits of feeding fresh, and I can’t wait to get to work with the purpose-led, passionate team at KatKin.”