In episode 494 of Total Retail Talks, Editor-in-Chief Joe Keenan interviews Kaitlyn Hebert, global chief marketing officer for the Ninja brand of SharkNinja, a leading global product design and technology company. The interview was recorded at Shoptalk Fall in Chicago. Hebert explains how Ninja’s organizational structure and innovation hub speed up product development (2:00). She highlights “hack” sessions where teams from different departments collaborate to create new ideas (4:00), and outlines Ninja’s marketing strategies, focusing on balancing speed, quality and brand consistency (7:30).
Additionally, Hebert emphasizes the power of user-generated content on social media, especially TikTok, to boost consumer engagement and drive sales (12:00). She shares her leadership approach, centered on quick decisions and team autonomy (17:30). The episode ends with Hebert’s thoughts on fostering creativity and protecting brand integrity while moving fast (19:00).
Kaitlyn Hebert leads brand strategy, marketing, and business operations to drive category expansion, consumer engagement, and sustained global growth. Since joining SharkNinja over 13 years ago, she has played a pivotal role in building the company’s marketing foundation. She helped establish its first formal marketing department, defining structure, recruiting talent, and developing scalable playbooks that enable consistency and speed to market. Under her leadership, the marketing department has become a core growth driver, rooted in ownable storytelling that resonates across platforms and sparks explosive demand.
Kaitlyn was instrumental in building Ninja from a single product into a global brand, deeply embedded in culture and a dominant force on social media. She also led the launch of SharkNinja’s outdoor cooking business, scaling it into a billion-dollar global portfolio within five years.
A passionate champion of consumer-centric storytelling, Kaitlyn believes great stories create emotional connection, fuel demand, and drive business results. Whether creating new categories or reigniting existing ones, her team crafts narratives designed to stand out across every channel.
As a mom of two young boys, Kaitlyn approaches brand-building with empathy and purpose. She connects deeply with consumers because the products she helps bring to life also make a meaningful difference in her own home — fueling her passion for delivering solutions that truly improve everyday life.
Kaitlyn holds a Bachelor of Science in Business Administration from Merrimack College.
