Gretchen Crist, the inspiring Chief People and Culture Officer at Pet Honesty, is a living testament to leadership through talent and innovation. Her journey and impact, marked by her unmatched tenacity, are a testament to her leadership. She has developed an ecosystem, ensuring that every team member feels valued and supported in steering through the complexities of a high growth, early lifecycle company with a hybrid work environment. Her transparent and authentic style has been a driving force behind Pet Honesty’s growth.
Life throws curveballs, but she’s a champion dodger. Years of experience have given her the aptitude to handle tumult, maintain composure, and guide teams through any organizational maze. Gretchen’s journey as the Chief People and Culture Officer at Pet Honesty is marked by her self-described resilience and her distinguished career in corporate governance. Over six years, she served as a Director on the Hostess Brands Board (TWNK), where she held pivotal roles as Chair of Nominating and Governance, and later as Chair of Compensation and Talent. This experience honed her ability to navigate the complexities of high-growth organizations, fostering environments where innovation thrives and talent flourishes.
Gretchen’s leadership philosophy, rooted in empowerment and impact, reflects her tenure at Hostess Brands, where she played a strategic role in shaping governance frameworks and optimizing talent strategies “Success lies in fostering a culture of empowerment,” she advocates and adds, “This is when individuals reach their full potential, innovate, and collaborate for a shared vision.” She emphasizes on this ethos drawing parallels between her boardroom experience and her role leading People and Culture.
For Gretchen, successful leadership requires embracing novelty and continuous learning. It reflects in her forward-thinking approach She leverages technology to move ahead in the ever-evolving world and drive progress. But success, for her, transcends personal achievement. It’s about creating a lasting impact, finding fulfilment, and inspiring others to do the same. She sees challenges as opportunities to flourish, always striving to stay ahead. This mindset fuels not only her achievements but also inspires those around her to embrace change and pursue excellence.
Gretchen’s leadership exemplifies a transformative leader, making her an inspiration in HR. Her ability to balance strategic vision with compassionate leadership makes her a trailblazer in creating workplaces where everyone can succeed.
Finding Her Path in HR
The beginning of her career was marked by an invitation to lunch from the Division Head of HR, who recognized her potential and drive. Seeing the makings of a successful HR professional in her, this insightful leader believed she could spark a paradigm shift by fostering a workplace that valued, supported, and motivated employees – hallmarks of high-performing companies. Describing it as a field that offers the unique opportunity to impact individuals and organizations positively, the advice highlighted HR as a profession that provides a pathway for personal growth and career development. It places one at the forefront of shaping the future workplace. Inspired by this perspective, Gretchen’s immediate response was enthusiastic. This encounter ignited her passion, and she eagerly embarked on her journey in Human Resources.
Reflecting on that time, Gretchen humorously notes that she could “barely spell Human Resources” back then. Yet, her mentor’s guidance and staunch belief in her potential set her on a fulfilling path. His influence not only shaped her career course but also instilled in her the profound importance of mentorship. Today, she’s honored to be recognized as one of “The Most Inspiring Corporate HR Professionals in 2024.”
As Gretchen knows, HR professionals go through a complex world of impediments and setbacks. Balancing a demanding career while raising two young children forced her to hone valuable skills in prioritization, delegation, and letting go. However, the last one proved the most difficult hurdle. High achievers often fall prey to the “do it all” mentality, but Gretchen discovered its unsustainability. “I learned you can’t without sacrifice,” she says. “Therefore, mastering Prioritization and Delegation are critical to success over time.”
Overcoming Professional Roadblocks
Managing change and limited resources were ever present roadblocks in Gretchen Crist’s professional journey. She learned to effectively prioritize what would make a meaningful difference to the business, manage resources, and pivot quickly to ensure contributions add measurable value. These skills are crucial in her role as Chief People and Culture Officer at PetHonesty, where HR is a team of just 1.5 people. She discovered that the best way to manage change is through effective communication, stakeholder engagement, and staying true to the company’s values.
The Importance of Business Acumen in Modern HR: Gretchen’s Transformative Approach
This HR visionary has played a pivotal role in redefining the HR industry by focusing on the critical importance of understanding the business. Starting her career during the transformation from “The Personnel Department” to Human Resources and now People and Culture, Gretchen believes that HR professionals who grasp the intricacies of the business can tailor their practices to support the company’s mission and objectives, ensuring that HR efforts have a meaningful impact on the company’s business strategy and financial goals.
This profound mastery of the business enables HR to provide valuable insights during vital decision-making processes, anticipating how initiatives will impact various aspects of the organization and offering solutions that align with broader strategies. By knowing the specific skills and competencies needed for success, HR can develop talent management programs that attract, retain, and develop employees, ultimately enhancing organizational performance.
Moreover, HR professionals well-versed in the business can communicate more effectively with all levels of the organization, contextualizing programs and initiatives to foster greater understanding and buy-in from stakeholders. This ability to anticipate and proactively address potential challenges before they escalate is key to maintaining a harmonious and productive workforce.
Gretchen’s approach has significantly enhanced HR’s credibility and influence across the many organizations she has led, positioning HR as a trusted advisor capable of offering meaningful contributions. “HR professionals who understand the business can align HR strategies and initiatives with the overarching goals of the organization,” she asserts, highlighting the vital role that business acumen plays in modern human resource practices.
Pet Honesty in Brief
Founded in 2018, Pet Honesty is on a mission to provide high-quality, natural supplements that enhance the health and wellness of pets. More and more Pet owners seek products that are effective and safe, reflecting the broader trend of pet humanization. Driven by a team of passionate pet lovers and industry professionals, the company recognized the need for more effective supplements in the pet care market. PetHonesty aims to improve pets’ lives and health through natural nutrition and scientifically backed formulations dedicated to elevating the vitality of pets for more joyful moments together.
Product Range
Pet Honesty aims to provide consumers with natural, vet-recommended solutions that deliver real results. They use premium, natural ingredients, adhering to strict manufacturing standards to ensure safety and efficacy. The company offers a diverse range of supplements designed to address various health concerns for dogs and cats, including:
- Joint Health: Supplements to support mobility and joint function.
- Skin and Coat Health: Products aimed at improving skin condition and fur quality.
- Digestive Support: Formulations to aid digestion and promote gut health.
- Overall Wellness: Multivitamins and other supplements for general health support.
Sales Channels
Pet Honesty operates as an omnichannel company, making its products widely accessible:
- Online: Available on their website, Amazon, and other marketplace websites.
- Retail Stores: As of July, their products will be available in over 9000 retail stores, including major chains like Petco and PetSmart. Within just 12 months, PetHonesty has become the #3 brand in its category and the fastest-growing supplement brand in the pet specialty channel.
Company Culture
Pet Honesty prides itself on a company culture that emphasizes:
- Transparency: Clear communication about product ingredients and benefits.
- Quality: Commitment to high manufacturing standards and rigorous testing.
- Consumer and Customer-Centric Approach: Focus on consumer satisfaction and responsive customer service.
- Innovation: Continuous research and development to create efficacious, science-backed products.
- Community Involvement: Engagement in charitable activities and partnerships with animal welfare organizations to support pet health and rescue efforts.
Overall, Pet Honesty is dedicated to fostering a culture of care, both within the company and in its interactions with pet parents and their “furry” family members. Their dedication to quality and transparency has helped them build a trusted brand in the pet care industry.
A Day in the Life of Pet Honesty’s Chief People and Culture Officer
As Pet Honesty’s Chief People and Culture Officer (CPCO), Gretchen plays a central role in shaping their vibrant and diverse work environment. With a workforce split between remote and Austin, TX headquarters, no day is the same bit. Talent management and building the company’s culture are always key priorities.
Talent acquisition is another important area of focus for this industry leader. Always on a relentless pursuit to hire the best and develop and retain key talent. Gretchen analyzes employee engagement surveys, employee meeting feedback, and holds herself and the company’s leadership accountable for engagement-oriented metrics. While critical for all companies, especially so for Pet Honesty where 50% of the workforce is remote as the company scaled during COVID. This focus on employee sentiment helps identify areas for improvement and ensures all employees feel appreciated and connected, regardless of where they reside. Additionally, she remains active with several HR oriented organizations and share groups and ensures ongoing benchmarking to ensure the company’s compensation and benefit programs are competitive.
Through her leadership, Gretchen ensures Pet Honesty maintains a cohesive, inclusive, and high-performing culture that adapts to the evolving needs of its hybrid workforce. Gretchen encapsulates her job by stating, “In essence, my role as CPCO at Pet Honesty requires me to be a strategic leader, transparent communicator, and a proactive problem solver, constantly aligning HR practices with the dynamic needs of a rapidly growing organization with a hybrid workforce.”
Inculcating Integrity at Pet Honesty
At Pet Honesty, Gretchen leads a multi-pronged effort to ingrain an ethos of integrity. It all starts with clearly defined core values, with honesty at the forefront. These values aren’t just window dressing; they’re codified in a comprehensive code of conduct that guides every decision. Transparency is seen as another side of the integrity coin, deeply embedded in the company’s DNA.
Leading by example is a must. Leaders at all levels are expected to walk the talk, and consistent messaging from the top reinforces the importance of ethical behavior. Recruitment is no different—veracity is a key consideration. By utilizing behavioral based interviewing approaches, case studies that assess how a candidate will handle actual deliverables for their position, while background checks ensure their past experience aligns with the company’s values, and hiring assessments gauge one’s success in the position they are being hired into.
But integrity isn’t a one-time shot. Gretchen champions ongoing training programs focusing on ethical behavior, decision-making, and honesty. Performance reviews become a two-way street, evaluating results as well as living the core values that are central to Pet Honesty’s culture. Recognition programs like the “Culture Award” and “Hey Taco” celebrate those who embody the company’s values.
Open communication is critical. Employee surveys and regular employee feedback sessions with senior leadership act as audience feedback, helping them refine their approach. Celebrating successes goes beyond a simple pat on the back. Recognition programs and publicized success stories amplify the message, making integrity the defining characteristic of Pet Honesty’s culture. By thoughtfully weaving these initiatives, Gretchen fosters an ecosystem of virtuous consistency, a hallmark of the company’s brand name, Pet Honesty.
Future Plans for Pet Honesty’s Growth and Innovation
As Pet Honesty continues to enjoy double digit year over year progress, the company’s future plans focus on sustained growth, innovation, and enhancing omnichannel capabilities. Working closely with the senior leadership of Pet Honesty, the team has outlined a detailed strategic roadmap encompassing several key areas:
- Customer Acquisition and Product Expansion
The company emphasizes the importance of customer acquisition to capture additional market share through product innovation that meets the needs of pet parents.
- E-commerce Advancements
Pet Honesty commits to continuous investment in digital platforms to ensure a seamless and user-friendly shopping experience. This includes optimizing site speed, improving navigation, and expanding mobile app functionalities. Leveraging AI and advanced data analytics will help gain deeper insights into customer preferences, optimize inventory management, and personalize marketing efforts.
- Omnichannel Integration
The brand intends to strengthen the integration between online and offline channels, crucial for providing a cohesive and seamless shopping journey. Expanding click-and-collect options offers more convenience by blending the advantages of both e-commerce and retail outlets.
- Sustainability
Pet Honesty is committed to sustainable business practices, including eco-friendly packaging, carbon footprint reduction, and responsible sourcing. Increasing involvement in social responsibility initiatives, such as charitable activities, community support, and ethical labor practices, also remains a priority.
- Innovation and Customer Experience
Innovation remains a key focus, with ongoing investment in research and development to stay ahead of market trends and ensure unique and compelling products. Continuously refining and promoting unique product differences that appeal to consumers and make Pet Honesty their first choice to ensure the very best health and wellness for their pets.
To enhance consumer experience and engagement, Pet Honesty uses consumer data to offer personalized recommendations, tailored marketing campaigns, and a more engaging shopping experience. Strengthening our consumer response capabilities with responsive support teams, comprehensive FAQs, and live chat options ensures customer satisfaction.
The Impact of Modern Technology on Human Resources
Gretchen feels that modern tech has become the secret sauce of HR. What about recruitment? It is streamlined. Applicant Tracking Systems (ATS) whiz through job postings, resumes, and even initial interviews with chatbots. Artificial intelligence or AI works its magic, matching candidates to roles while social media giants like LinkedIn and Indeed cast a wider net for talent. Onboarding is no longer a paper nightmare. Digital platforms handle paperwork, training, and orientation with ease.
Managing and engaging employees? Check. HR Management Systems (HRMS) keep everything organized, centralizing data and streamlining workflows. Continuous feedback systems give performance reviews a makeover, ditching the traditional yearly slog. Platforms like Slack and Teams keep everyone connected, while gamification adds a touch of fun to training and response. Learning and development are no longer one-size-fits-all. E-learning platforms and Learning Management Systems (LMS) offer personalized learning paths powered by AI to keep employees sharp.
Payroll and benefits received an accuracy upgrade. Automated systems handle the heavy lifting, while self-service portals empower employees to manage their own needs. Collaboration tools like Zoom and Teams keep remote teams firing on all cylinders, facilitating communication, project management, and even virtual team-building.
Compliance? No sweat. The software ensures adherence to labor laws and secures HRIS platforms to keep data safe. HR analytics go beyond basic reporting, providing insights into employee turnover, satisfaction, and productivity. Predictive analytics even help forecast trends and address potential issues before they arise. But the biggest win? Technology frees HR from monotonous administration. As Gretchen says, “Technology has enabled HR to become more strategic, data-driven, and focused on enhancing the employee experience.” This translates to enhanced time for initiatives that drive growth and keep employees engaged, a win-win for everyone.
The Best Recognition: Driving Performance and Impact
Gretchen’s approach to HR leadership transcends traditional models. Her success lies in being a “business-first, HR-second” leader—a title she wears with pride. This philosophy reflects a deep understanding of the organization’s objectives, and she actively aligns them with HR initiatives, ensuring they directly impact business outcomes.
Gone are the days of HR as a purely reactive function. Gretchen prioritizes measurable results: improved productivity, heightened employee engagement, and, ultimately, a stronger bottom line. She speaks the language of business—financial metrics, market competitiveness, and operational efficiency—fostering credibility and influence. By anticipating challenges and proactively developing solutions that align with strategic plans, she becomes a critical partner in driving organizational change to cultural transformation. Her unique perspective, encompassing HR expertise and business acumen, allows her to lead change initiatives effectively.
Gretchen’s commitment to fostering a high-performance culture translates into tangible initiatives like talent development, succession planning, and robust performance management systems. These all have a single well-defined purpose: achieving the organization’s objectives. This pragmatic mindset has earned her the respect of the executive team and other business leaders. Her input is actively sought in critical decisions impacting the company’s direction.
Personal Goal: A Passionate HR Leader
This driven HR leader, isn’t content with the status quo. She actively seeks opportunities to spearhead cross-functional projects, directly impacting the organization’s course of action. Recognizing the importance of leadership development, Gretchen invests in herself through executive programs and mentorships. Collaborating with senior leadership, she strives to weave cultural values into everyday practices and decision-making.
She fosters the future by identifying high-potential employees and crafting personalized development plans to unlock their leadership talent. Structured mentorship programs bridge the knowledge gap, empowering career growth and overall organizational success. She underlines the importance of sustaining a strong culture, productivity, and connection within the company. “Regularly soliciting feedback through employee surveys and focus groups helps address concerns and improve the overall employee experience,” she explains.
Gretchen champions adopting AI-driven tools in recruitment, performance management, and employee engagement. Collaborative efforts with senior management guarantee alignment between HR strategies and long-term business goals. She advocates for a talent acquisition strategy that anticipates future skill needs, supporting organizational growth and expansion plans. She highly values self-development. Attending business conferences and webinars helps her understand HR trends like remote work trends and hybrid workplace models. Her devotion to growth and dynamic leadership is evident in this approach.
Maintaining Balance and Motivation in Personal and Professional Life
Being an HR leader is a whirlwind! It takes emotional intelligence for employee issues and innovative thinking for big-picture planning. She empowers her team by delegating tasks and ruthlessly prioritizing her workload. She isn’t afraid to say no to what others can handle, freeing her up to focus on the more high-impact initiatives.
Creating an upbeat team environment is Gretchen’s forte. Everyone stays connected and appreciated via team-building events, collaborative initiatives, and transparent interaction. She encourages constructive criticism both ways and sets clear, achievable goals that align with everyone’s objectives. This way, everyone knows what’s expected and how they’re doing. Her enthusiasm, dedication, and positive attitude are contagious, inspiring her team to be their best.
Message to Aspiring HR Professionals and Leaders
This people-centric HR expert encourages aspiring HR professionals and leaders to remember that they hold the keys to shaping not just an organization, but the lives and careers of countless individuals. Their role transcends mere administration; it involves championing fairness, fostering growth, and igniting potential. She urges them to embrace each challenge as an opportunity to learn and innovate, letting their judgment guide them in making decisions that resonate with integrity and compassion. Curiosity and boldness are their allies, and they should never underestimate the profound impact of their efforts. Gretchen underlines, “As an HR professional, every day brings new possibilities for positive change.” She wants them to recognize their immense potential to influence, inspire, and carry forward with the confidence that their work makes a significant difference.
