• by Teresa Buyikian , Yesterday

An executive with significant CPG experience has joined Pete’s Coffee in a senior marketing position.

Katie Keil was tapped as the company’s CMO earlier this month. As CMO, Keil is responsible for “brand strategy, creative, DTC, innovation, digital marketing, and retail and CPG campaigns across the business,” according to Peet’s announcement.

“Katie’s digital-first experience in scaling brands and building high-performing teams makes her the ideal leader to guide Peet’s marketing as we continue to grow and evolve,” said Eric Lauterbach, CEO and president of Peet’s Coffee, in the announcement.

After a brief time as a consultant for various CPG brands, Keil joined Peet’s from MyFitnessPal, where she also served as CMO since 2021. While there she built the marketing department and “helped increase revenue and re-energize” the online fitness tracker brand.

Before that, Keil spent over three years at haircare company Madison Reed, where she rose to the position of senior vice president of omnichannel marketing.  She also spent more than seven years at the Clorox company, working on the Clorox Liquid Bleach as well as Pine Sol brands. Over the course of her career, she has also worked for Burt’s Bees and Neutrogena.

San Francisco-based Peet's is owned by Dutch multinational coffee and tea company JDE Peet's. The company was founded in 1966 by Alfred Peet and operates approximately 285 locations in the U.S., with 223 locations in California. The first location, "Peet's Coffee, Tea & Spices" was in Berkeley, California,,and originally only sold hand-roasted coffee beans.