Jason Hart

Jason Hart

Director of Marketing - PetSafe Brand at PetSafe

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10427 Petsafe Way, Knoxville, Tennessee, United States
HQ Phone:
(865) 824-0831

General Information


Director of Marketing - Companion Pet - Premier


The University of Virginia

MBADarden Business School at UVA

Recent News  


"We saw metro pet owners as an underserved and growing market," said Jason Hart, a PetSafe Category Director.
"Most of the big pet stores are out in the suburbs, so they are getting stuff online. They want city dwellers to feel that the products are designed for them and their needs. The Knoxville-based company develops innovative pet behavior, containment, lifestyle product solutions and services. PetSafe has developed, repurposed, licensed and purchased products since it was founded by Randy Boyd in 1991. "One of the things that we push is customer-centered design," said Hart. "The more we know about the customer, the more that we can design around them. To do that, the company gathers feedback from retail partners, pet suppliers, pet boutique owners and pet owners. "We haven't actually developed new products for the urban market," said Hart. "For barking pets in condos and apartments - we already have solutions for that. It was a matter of taking our products and creating a portfolio for our urban pet owner and working out how we reach them," said Hart. A big mover for the company, according to PetSafe's Jason Hart, is the "Healthy Pet Simply Feed 12-Meal Automatic Pet Feeder. "You set the feeder for when you want your pet to eat. It's perfect for the metro owner if they are working late," said Hart. "On the metro side, our biggest mover is the ScoopFree Ultra Self-Cleaning litter box, it has had great growth over time," said Hart. "People often use baby gates or pillows," said Hart. "This is a better way of doing it." Cat distractor Electronic cat toys, such as the "Dart Duo Laser Toy," are motion activated, so that owners can set them and go away. "It's like a laser game that keeps the cats moving and busy," said Hart. "Because cats will get bored, it operates randomly to keep them engaged longer." Independent fetch The most popular and newest item is the "Automatic Ball Launcher". "It's a great opportunity for your pet to exercise indoors," Hart added. The machine launches standard tennis balls between 8 and 30 feet with multiple angle and distance settings and safety settings such as a motion sensor and a sleep mode for rest between play. Something to chew on The durable "Busy Buddy" rubber chew toy encourages pets to chew on the toy (instead of items like shoes), according to Hart. The toy rewards the dog when it dispenses treats. Walk the dog "There is so much stimulus when you walk a pet in the city," said Hart. The "Deluxe Easy Walk" harness gives better and safer control of a pet. The harness discourages the dog from pulling on the leash. The front-chest leash attachment helps steer the dog to the side and redirect his or her attention back to the owner. "We have seen trends," said Hart. "Pets have been getting smaller in terms of breeds and what people own. And millennials and baby boomers are moving towards more indoor pets. PetSafe had made a concentrated effort to talk to a group of pet owners and develop products for them, resulting in a significant push aimed at the urban market. Once they identified the needs, they focused on the Chicago and New York City pet owners to deepen their research. "We wanted to know what they needed and what their feelings were towards their pets," said Hart. "Not just surveys, but actually watching and talking to them (in their own homes) and letting them explain." They also looked at how they were reaching pet owners in the metro area - making sure they had the right mix of products in urban pet boutiques, reaching their target market with a heavy digital presence, billboard advertising and grassroots marketing at events. They decided to test their strategy in some of the most pet-friendly cities, and settled on Seattle and Boston. "We have resources (such as) sales people, who can walk in and see how the product is moving," said Hart. "As well as attend local events to meet pet owners in person." "Let's test it in a few markets, then grow it and then see if the packaging will speak specifically to the urban owner," said Hart. "We have designed displays for pet boutiques. The photography on it shows people walking dogs in the urban environment. To touch the urban owner and a web page that talks to the urban owner." While the company focuses on marketing the products to the metro market in two key cities, the products are still available via a number of sources including petsafe.net. "One of our advantages is that we have a wide retail distribution from Amazon to chewy.com, to Pet Co. to local pet boutiques," Hart said.

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Board of Directors | PetSafe

Jason Hart
Marketing Phone: 1-865-824-5530 Send Email

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Jason Hart
Marketing Phone: 1-865-824-5530 Send Email

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