Hy-Vee's First Female President Donna Tweeten Dies at 63

Tweeten was recognized as a marketing trailblazer who helped build the Hy-Vee brand.

Apr. 9, 2026 at 8:57pm

Got story updates? Submit your updates here. ›

A photorealistic studio still-life image of a polished, geometric glass trophy or award, illuminated by dramatic studio lighting and cast against a clean, monochromatic background, representing the accolades and achievements of Donna Tweeten during her trailblazing career at Hy-Vee.The passing of Donna Tweeten, Hy-Vee's pioneering first female president, leaves a void in the company's leadership and the broader retail industry.Des Moines Today

Donna Tweeten, Hy-Vee's first female president, has died at the age of 63 after a battle with pancreatic cancer. Tweeten was a marketing executive who played a key role in elevating Hy-Vee's brand, including signing high-profile endorsement deals with athletes like Caitlin Clark and Patrick Mahomes. She served in various leadership roles at Hy-Vee over the past two decades before being named president in 2023.

Why it matters

Tweeten's passing marks the end of an era for Hy-Vee, as she was a pioneering female executive in the male-dominated grocery industry. Her marketing acumen and celebrity partnerships helped raise Hy-Vee's national profile and appeal to younger consumers. Her death is a significant loss for the company as it navigates an increasingly competitive retail landscape.

The details

Tweeten joined Hy-Vee in 2006 as assistant vice president of communications after previously working at the company's marketing agency, The Meyocks Group. She rose through the ranks, becoming chief marketing officer and then president in 2023. In that role, she oversaw marketing, merchandising, private brands, and digital development. Tweeten was credited with landing Hy-Vee's first retail endorsement deal with basketball star Caitlin Clark, as well as partnerships with other athletes and celebrities like Patrick Mahomes and Oprah Winfrey.

  • Tweeten joined Hy-Vee in 2006 as assistant vice president of communications.
  • She became Hy-Vee's chief marketing officer and then president in January 2023.
  • Tweeten retired in January 2025 but continued as a consultant until her death on April 8, 2026.

The players

Donna Tweeten

Hy-Vee's first female president, who was recognized as a marketing trailblazer and helped build the company's brand through celebrity partnerships.

Jeremy Gosch

Hy-Vee's CEO, who expressed deep sorrow over Tweeten's passing and praised her legacy.

Caitlin Clark

A basketball star who signed Hy-Vee's first retail endorsement deal under Tweeten's leadership.

Patrick Mahomes

A professional football player who partnered with Hy-Vee through Tweeten's celebrity marketing initiatives.

Shawn Johnson East

A former Olympic gymnast who also collaborated with Hy-Vee during Tweeten's tenure.

Got photos? Submit your photos here. ›

What they’re saying

“We are simply heartbroken by the sudden loss of Donna Tweeten. Not only was Donna a trailblazer across Hy-Vee and the retail industry, she was a true friend and mentor to many, myself included. Donna leaves behind a lasting legacy and will forever be remembered for her bold ideas, creative passion and commitment to excellence. We miss her deeply and words cannot express the sorrow that is being felt across our Hy-Vee family due to the impact she had on all of us.”

— Jeremy Gosch, Hy-Vee CEO

“There's no doubt the use of celebrity can increase awareness for your own brand. We're very well aware of the impacts celebrity can have, especially on younger generations and millennials.”

— Donna Tweeten

What’s next

Hy-Vee is finalizing funeral arrangements for Donna Tweeten, who is survived by her husband and five children.

The takeaway

Donna Tweeten's passing marks the end of an influential era at Hy-Vee, where she played a pivotal role in elevating the company's brand through innovative marketing strategies and high-profile celebrity partnerships. Her legacy as Hy-Vee's first female president and a trailblazer in the grocery industry will continue to inspire others.