Greenwood’s transition follows a period of significant expansion for the company, which established a dedicated U.S. presence in 2021. Her background includes leadership roles at consumer goods giants Mondelēz International and Kraft Heinz, providing her with the strategic experience needed to navigate the competitive U.S. market. CEO Julian Bambridge noted that Greenwood’s ability to translate consumer insights into commercial performance was pivotal during the company’s 2025 sale to Partners Group.

The U.S. pet industry, valued at $158 billion in 2025, continues to see high demand for premium products as cat ownership remains a major cultural driver. Greenwood intends to leverage this by focusing on product innovation, particularly through the Applaws 'Healthy Ageing' platform, which addresses the needs of an aging feline population. Furthermore, she is targeting the shifting preferences of Gen Z owners, who increasingly prioritize sustainable, high-quality ingredients. As a Certified B Corporation, MPM maintains a focus on ethical sourcing and transparency, a standard Greenwood intends to uphold while scaling the company's footprint across major retail and e-commerce channels like Chewy and Amazon.