CHICAGO — Matrix Partners, a full-service marketing and communications firm focused on serving pet industry brands, has expanded its team to include Craig Rogers as vice president of consumer insights. Rogers will join the company’s leadership team.

Rogers has more than 30 years of experience growing brands in the outdoor recreation and media industries. He has held several leadership roles, including president and director, and has been recognized for his work in growing revenue, audience and consumer engagement.

In his position at Matrix Partners, Rogers will implement quantitative and qualitative measurement tools to help connect brands with their consumers. He will oversee market research and consumer concept testing and will implement data analytics to help further brand positioning. Rogers will also leverage his extensive experience in media management to help Matrix’s clients with their digital media strategies.

“Craig is a forward-thinking leader with experience in overseeing operations, sales, marketing, supply chain management and business strategy and we’re delighted to have him as part of our team,” said Don Tomala, managing partner at Matrix Partners. “As our business continues to grow alongside the thriving pet products industry, I’m confident that Craig’s expertise will make him an invaluable asset to our organization.”

Rogers has a master’s in business administration from Southern Illinois University with a focus in data analytics and artificial intelligence.

Read more about personnel changes throughout the industry.