The fur-family shift: Innovating for the modern pet parent

With nearly two decades of experience building and transforming consumer brands, Lindsay has built her career at the intersection of brand, marketing, consumer insight, and innovation. Today, as President, Brand & Innovation at Pet Life Unlimited, she leads the company’s brand and innovation strategy, focused on reimagining everyday pet care through functionally superior products that solve real problems for modern pet parents.

Lindsay began her career in the beauty industry at L’Oréal, where she developed her expertise in brand building and consumer marketing working on brands including Maybelline New York. After becoming a mother, she discovered Babyganics and was drawn to its mission to rethink the products families use every day. She joined the company to lead Brand and Marketing, helping build Babyganics into a nationally recognized household brand and ultimately contributing to its acquisition by SC Johnson.

Throughout her career, Lindsay has been driven by a deep understanding of consumers—identifying unmet needs, challenging category conventions, and translating insight into compelling brands, products, and experiences. At Pet Life Unlimited, she brings that approach to a category where many products have historically been difficult to differentiate, leading brand strategy, marketing, and innovation around a simple principle: create products that are functionally superior, prove their performance in ways consumers can see and understand, and deliver a meaningfully better experience for pets and the people who care for them.

As the VP of Hardware & Operations at Fi, Bob Blake leads the hardware development and supply chain teams driving the company’s mission to nurture the bond between pets and their families. A key architect behind Fi’s hardware evolution, Bob has been central to the development of the company’s most innovative products—from the Series 3+ with its advanced GPS and AI-powered behavior tracking, to the Fi Mini, which brings those same powerful capabilities to the market's most compact tracker, and Fi Ultra, the world’s first consumer wearable powered by T-Satellite with Starlink bringing satellite-grade connectivity to dog tracking for the first time.

With over seven years at Fi, including a tenure as Director of Electrical Engineering, Bob brings a deep technical perspective on integrating human-centric, high-performance technology into the daily lives of pets and the people who love them. He holds an MBA from Columbia Business School and a B.A. and B.E. from Dartmouth College and the Thayer School of Engineering.

Julianna Miller is an ID Director who has a passion for working in the gray area between ID, UX and strategy to bring new products to market. She brings expertise in user centered product innovation and with over 13 years of experience has worked across Healthcare, Fitness, Beauty and Consumer Packaged Goods. Their notable clients include Hydrow and Guide Beauty both of which received IF Design Awards and recognition for Fast Company.