ST. LOUIS — Consumers are passionate about their favorite brands. And when those consumers are pet parents, the passion increases tenfold. No one knows this better than Shannon Toyos. She’s been communicating with consumers and managing brands her entire career. Now, as the chief growth officer for Post Consumer Brands Pet portfolio, Toyos is leading her team and its pet brands through a journey of transformation.
“We’re in a moment of both responsibility and opportunity in the pet industry,” Toyos said. “Pet parents are more informed than ever, and they’re looking for brands that reflect their values and support their pets’ wellbeing in meaningful ways from value to super premium pet food.”
In the following Q&A, Toyos shares how she’s applied her strengths in brand and consumer marketing throughout her career, most recently as she’s led her team to grow the Post Consumer Brands Pet portfolio.
PFP: How did you get your start in the pet industry, and how did that experience lead you to where you are now?
Toyos: I got my start in the pet industry over a decade ago at The J.M. Smucker Company, where I had the opportunity to dive deep into brand building, innovation and consumer marketing within the pet food category. It was an exciting time to be part of the industry — pet ownership was growing, and consumer expectations were rapidly evolving with the humanization of pets. I quickly developed a passion for understanding not just what pet parents were buying, but why they were buying it. That experience gave me a strong foundation in the power of brand storytelling, the importance of product integrity, and the emotional depth of the human-animal bond.
During my time there, I worked across a range of brands and categories, helping to revitalize portfolios and bring new ideas to life. It taught me how to balance data-driven strategy with genuine empathy for pet families — something that continues to shape how I lead today.
Now, as the chief growth officer of the Post Consumer Brands Pet portfolio, I’m building on that foundation to lead major initiatives across beloved pet food brands like Nutrish™, Nature’s Recipe®, Kibbles ’n Bits® and 9Lives®. One of the most exciting projects I’m currently spearheading is the re-imagination of the Nutrish™ master brand. From modernized packaging to reformulated recipes, we’re elevating the brand to better reflect today’s pet parents — especially their growing interest in holistic pet health and wellness. It’s a full-circle moment for me, combining strategic vision with a deep personal connection to the work we do for pets and the people who love them.
PFP: What has been your biggest challenge — personal or professional — related to your work in the pet industry?
Toyos: One of the biggest professional challenges I’ve faced is navigating the delicate balance between our everyday solutions and incremental innovative line extensions that meet the ever-evolving consumer needs. In the pet industry — especially when working with trusted, legacy brands like Nutrish™ — there’s a deep emotional connection between consumers and the products they bring into their homes. As we work to modernize these brands through refreshed packaging, reformulated recipes and a stronger focus on holistic pet health, it’s critical we maintain the trust and familiarity pet parents already have. That balancing act requires a lot of listening, testing and thoughtful decision-making.
On a personal level, maintaining a healthy work-life balance has also been a challenge, particularly in a fast-moving and emotionally resonant industry like this one. I care deeply about the work we’re doing, and it can be easy to get caught up in the pace of launching new initiatives, managing teams and engaging with partners. But I’ve learned how important it is to carve out space for family, personal passions and moments of rest — those are what keep me grounded and energized. And, of course, spending time with my service dog, Éclair, and seeing the impact she makes in the community is a daily reminder of why I do what I do.
PFP: Tell me about a professional accomplishment in the pet industry that you are proud of.
Toyos: A recent professional accomplishment I’m especially proud of is leading the full-scale re-imagination of the Nutrish™ master brand. This project has been a transformative journey, not just for Nutrish™, but for the way we approach brand development across our portfolio of brands. We’ve worked to modernize everything — from more intuitive, modern packaging graphics to elevated recipes — while ensuring the brand aligns with the growing focus on holistic pet health and wellness. But what makes this accomplishment even more meaningful is that it’s part of a broader effort to ensure we have the optimal portfolio on shelf to meet our passionate pet parents.
Navigating the reimagination of a beloved brand like Nutrish™ — while also considering the broader Post Consumer Brands portfolio — has been a huge accomplishment. It required balancing innovation with tradition, and ensuring every decision, from ingredients to packaging, supports the overall health of pets. The positive reception from consumers has been incredibly rewarding, and it’s been thrilling to see how much pet parents appreciate brands that prioritize quality and transparency. Ultimately, this accomplishment reflects our collective dedication to pets and their owners, no matter what their needs are.
Whether we’re talking about premium brands like Nutrish™ or more accessible options like Kibbles ’n Bits® and 9Lives®, our goal has always been to make sure that every pet owner can confidently choose the best possible food for their pet, no matter their budget. Ensuring quality across all price points is something I’m particularly proud of, as it speaks to our commitment to offering nutritious and wholesome options for every pet, because every pet deserves that level of care, regardless of price.
PFP: What is top of mind for you and/or your business in the industry right now?
Toyos: We’re in a moment of both responsibility and opportunity in the pet industry. What’s top of mind for us is staying ahead of evolving consumer expectations — particularly around health and transparency — while making sure we’re leading with purpose. Pet parents are more informed than ever, and they’re looking for brands that reflect their values and support their pets’ wellbeing in meaningful ways from value to super premium pet food.
That’s why our current focus is ensuring we have the right products on shelf to meet our consumers’ needs. With Nutrish™, for example, we’re not just updating recipes and graphics, we’re rethinking how we communicate the benefits of our food, how we show up on shelves and online, and how we can offer more targeted nutrition across everyday solutions for all life stages and addressing top health needs. It’s about being proactive and intentional, not just keeping pace with change but helping to shape what’s next.
At the same time, we’re constantly refining our practices behind the scenes, whether it’s enhancing product safety or building a more resilient supply chain. Innovation is important, but integrity is essential.
PFP: If you could pick trends influencing the industry today, which are the most important and why?
Toyos: Digital transformation continues to be the most influential trend in the pet industry, shaping how brands and retailers think of customer experiences. Wealth of data and use of analytics provide deep insights into pet owners purchasing behaviors and allows brands and retailers to proactively reach out to pet parents prior to their next purchase. As brands and retailers focus on establishing trust, they have to carefully balance the desire to customize engagements with existing and future customers and being seen as creepy or pestering. As pet parents’ shopping behaviors span across omni-channels, it has become key for brands to provide consistent brand impressions. Nutrish has focused recently on reimagining packaging graphics to drive clarity across core and innovation products online and in-store to enable shoppers to make selections with confidence.
Humanization of pets has led to many pet owners reassessing their brand and product selections, and opting to buy and feed holistic pet foods. I see the evolution from natural food offerings to holistic food offerings becoming more mainstream as an important trend. Pet parents are looking well beyond basic nutrition, they want food that supports overall wellbeing, from digestion and immunity to joint health and aging. This trend is exactly what inspired the latest innovations from Nutrish. We’re launching new dog and cat food formulas that offer holistic nutrition for both dogs and cats. Examples include Nutrish Whole Health Blend Large Breed, which addresses the unique needs of large breed dogs (healthy hips and joints), and Nutrish Everyday Immune Support, which supports immune and digestive health. For cats, we’ve introduced Nutrish Everyday Digestion and Nutrish Senior Healthy Aging, two formulas designed to support proactive gut health and aging gracefully, respectively.
The third major trend is pet parents’ desire for sustainability in sourcing and packaging. Consumers not only want to know what’s in the food, but where it comes from and how it’s made. That’s why our reimagined Nutrish products feature not only updated recipes but also refreshed packaging that overtly speaks to nutritional benefits — supporting transparency while keeping sustainability top of mind. Despite pet parents becoming more savvy shoppers, they are still looking to brands and retailers for education and guidance in the brand and product selection process, and opportunity exists to provide information that speaks to sourcing and packaging to drive awareness for progress that is being made on sustainability.
“We’re not just creating products; we’re helping shape the quality of a pet’s life and the relationship between the pet and the pet’s human family,” said Shannon Toyos.
PFP: What is something about the pet industry that people outside of the industry may not realize?
Toyos: One thing many people may not fully realize is just how deep and emotional the bond is between pets and their people. These animals are more than companions, they’re family. Given these pets often don’t outlive their humans, our work in the pet industry holds a unique and meaningful responsibility. We’re not just creating products; we’re helping shape the quality of a pet’s life and the relationship between the pet and the pet’s human family.
Whether it’s through food, vet visits, grooming or even trips to the dog park, we play a role in a pet’s everyday wellbeing — and by extension, in the lives of their families. That emotional weight is what makes this work so important and fulfilling. Even something as simple as a reformulated recipe or updated packaging can have a real, heartfelt impact when you remember the deeper connection at the center of it all.
PFP: What advice would you give to other women in this industry?
Toyos: Some of the best advice I can offer is to be passionate about pets in your personal life, whether it’s through caring for your own, volunteering or even pet sitting. That personal connection to animals not only grounds your work but also keeps you inspired and connected to the “why” behind what we do.
Beyond that, my advice is to stay true to your passion and get in the market, see store shelves and talk to your consumers. The pet industry is a dynamic space, and as women we have a unique opportunity to bring fresh perspectives and leadership. Never underestimate the power of collaboration and mentorship, and always advocate for yourself and your ideas. It’s important to balance confidence with humility, to be adaptable, and to remember that success in this industry often comes from a combination of strategic thinking, creativity, and deep empathy for pets and their owners.
Shannon Toyos with her service dog, Éclair.
| Source: Shannon ToyosPFP: Just for fun, do you consider yourself a dog person or a cat person? And, if you have pets of your own, tell us a little bit about them.
Toyos: I truly love all pets — cats definitely have a space in my heart — but I’d say I’m more of a dog person at my core. I feel especially connected to the bond that dogs create with their owners. My own service dog, Éclair, holds a very special place in my life. She works with students in my community and the impact she has on the kids she interacts with is incredible. Éclair is truly part of my family, and her role in supporting emotional wellbeing is something I’m deeply passionate about. I believe strongly in the power of service animals, and I’m proud of the work Éclair does to help others.
Shannon Toyos is the chief growth officer for the Post Consumer Brands Pet portfolio, where she leads brand building, innovation and business growth with a deep passion for pets. With more than 20 years of experience — and more than a decade in the pet industry — Toyos previously served as vice president of Marketing at The J.M. Smucker Company, where she launched key platforms like Milo’s Kitchen and Milk-Bone Brushing Chews. A proud pet parent, she is also a passionate advocate for integrating service dog programs in schools and shares life with Éclair, a service dog who supports students at her daughter’s school.
Continue reading about other female leaders featured in our Women in the Pet Industry series.
