Alison Hiatt is the Chief Marketing Officer of Vera Bradley, Inc. Hiatt is an accomplished
consumer and marketing leader with a versatile and deep track record of success for several
industry-leading brands. Prior to joining Vera Bradley, she was Chief Marketing Officer for ice
cream company Salt and Straw, where she was an instrumental part of transforming the unique
company from a regional brand to an emerging national one through innovative marketing,
digital, and ecommerce initiatives and strategic partnerships. Hiatt previously served as Chief
Marketing Officer of Banfield Pet Hospitals, a division of Mars, Inc., and has held marketing-
related and other retail posts with Hanna Andersson, REI, Starbucks, and Amazon over the
course of her career.
With roots tracing back to an initial investment of $500 back in 1982, Vera Bradley has long been known for its iconic patterns and deeply loyal fanbase. But in a rapidly shifting cultural landscape, how does a heritage brand evolve to remain relevant and still resonate with its original generation of fandom perennially?
