Jennifer Dyer didn’t set out to run a horticultural company. But once she stepped into MasterTag’s world, she never looked back.
“I came into MasterTag, and I instantly fell in love with the culture. My values aligned with the mission of the company,” she said. “Employees and customers were cared for, and so it made me want to continue to grow with MasterTag and make an impact for employees and the industry.”
Now, she’s stepping into a new chapter – as General Manager this spring. Jennifer will lead the company as it continues to innovate and evolve under Avery’s ownership.
The leadership shift follows a period of shared responsibilities.
For the past seven years, Dyer has worked closely with Julie Rice, Senior Operations Manager, in a senior role running the day-to-day business with the support and guidance of former owner of MasterTag, Rick Hughes. Together, she and Julie have built a strong partnership and actively lead the team with a shared vision.
Dyer’s transition to General Manager became official on March 1st. “Rick’s still there,” she noted. “He is now focused on business development objectives and continued support for the company.”
Dyer’s promotion is part of a broader evolution at MasterTag – one encompassing Rick’s long-held vision of a facility expansion.
“Rick started planning [the expansion] 20 years ago,” she said. Both the farmhouse and fulfillment center were built with temporary walls so that they could eventually be connected to a new production facility.”
Now that plan is coming to life.
With a new facility double the size of a professional football field, MasterTag is gaining space, capacity, and innovation.
Recent developments include products like adhesive labels and RFID, as well as upgrades to the online system, including My Print and a customer satisfaction survey.
Jennifer actively encourages her team (and herself) to engage with customers, gathering feedback that will drive continued change and innovation.
“My top priority is strengthening the customer and consumer experience,” Dyer said. “Based on that, we’re already starting to put in some changes.”
Tech-driven innovations in inventory management, like RFID, were grounded in direct grower feedback.
Updates like these strengthen MasterTag’s commitment to the horticulture industry and will help consumers purchase plants more successfully.
While the facility signals a new chapter, Jennifer’s approach to leadership draws directly from the values she saw modeled from day one.
After her interview at MasterTag, Dyer was surprised to receive a personal call from Hughes warning her about dangerous road conditions after a snowstorm.
Though they had just met, his thoughtfulness left a lasting impression and reflected the company’s caring culture.
“That, to me, was somebody I wanted to work for,” she said.
During her tenure, Dyer rose through the organization – from Human Resources Manager to Director of People and Culture, then Senior Director of Commercial and Business Administration, and now leading the company as General Manager.
Along the way, she earned an Executive MBA and led several major business initiatives, including the development of a new online ordering and proofing system, enhancements to company culture, elevated marketing and design solutions, implementation of LEAN processes, and improvement of the customer experience.
She now brings Rick’s same care and vision to her role.
“MasterTag, with the growers, is known for always having a personal touch and building relationships. That’s not going to change. That’s rooted in who we are as a company,” she said.
Dyer’s focus is on sustaining that culture and strengthening people’s love for plants.
“I’m looking at what new partnerships can help us even help consumers,” she said. “If we can help the consumer, that means they’re likely to buy more plants, and therefore we can help our customers sell more plants.”
And what should growers and partners know as they visit MasterTag and meet Jennifer?
“Again, I’m here to listen and understand how we can better serve their needs,” she said.
They’ll quickly find Jennifer is grounded, approachable, and eager to connect – both professionally and personally.
Dyer is a mom of three, a Michigan native, a skier, a traveler, and a home gardener with a soft spot for hydrangeas. When she’s not working or weeding, you’ll find her at a local youth sporting event.
Over her career, she’s been shaped by industries as varied as staffing and healthcare before landing in horticulture. And in this industry, she’s found a lasting fit.
“You ask anybody in the industry – they’re like, it’s one of the best,” she said. “Nobody wants to leave it once you come to it. The people are so authentic, they’re so genuine, they truly love what they do. And I hope they see the same in me, because I truly do love it.”
With expanded capacity and customer-driven innovation on deck, Dyer is positioning MasterTag to boldly lead the next era of people, plants, and partnerships.
