New Product Portfolio Manager to unlock ‘pawtential’ at Fish4Dogs

Fish4Dogs has taken on a new Product Portfolio Manager to help unlock opportunities at the premium fish-based pet food company.

Karen Hubbard has taken on the new role for the business, which aims to attract new market segments and grow its market share through new product development.

Karen recently joined the Global Product and Supply team at the company’s head office in Rushock, Worcestershire. She is responsible for reviewing market trends, analysing customer behaviour, identifying gaps in the product portfolio and undertaking competitor analysis to assist the positioning of the Fish4Dogs and Fish4Cats as premium brands.

In addition to new product development, Karen’s duties include the management of the company’s well-established product range, identifying new opportunities to expand the portfolio and keep it fresh and exciting.

No mean feat, but one in which she has significant experience, having previously worked for architectural hardware manufacturer Assa Abloy in a similar role for 12 years.

Karen said: “As product manager for the Union brand of mortice locks, I had responsibility for many new product introductions and a wide range of legacy products. In comparison, Fish4Dogs has a very well-structured portfolio of products that meet defined purposes and type or age of pet, my role is to enhance this even further and provide solutions for our distributors, customers and most importantly our four-legged end users.”

After 32 years in the architectural hardware sector, having joined Ingosol Rand (formerly Newman Tonks) for a marketing role, straight from school, she is delighted to be able to use her extensive range of transferable skills within the pet sector.

Karen added: “My passion for pets was one of the reasons why I chose to join Fish4Dogs. Customers are more actively engaged in purchasing products for their pets and want to buy what’s best for them.”

Having share her life with many cats over the years – including current companion T’challa named after the Marvel Black Panther character – she is now keen to become a dog owner.

During her first month with the company, Karen from Stourbridge, has enjoyed a “great induction period” spending time with colleagues with whom she will work alongside – from purchasing and production operations to the sales and marketing team – “walking through the process from conception to launch.”

Fis4Dogs CEO, Graham Smith, said: “We are really pleased to have Karen join the team. She has significant experience of product management and appreciates how that dovetails into the strategic development of the business. She is sure to be a significant asset in our continued success and planned growth for the future.”

For more information on Fish4Dogs you can visit