
She studied language, learned procurement from the customer side, and found her calling in marketing. At Avetta, Gretchen Eischen is using the same skill again: turning complexity into a promise people can repeat.

From Kearney spreadsheets to agentic AI, ORO Labs CMO Emily Rakowski has followed one stubborn question: why is buying at work still so difficult? Her answer is equal parts systems thinking, category craft, and care for the people caught between them.