Marketing Today with Alan Hart Alan B. Hart

Using her background as an engineer, Linda Lee, CMO of Meals & Beverages at Campbell Soup Company, institutes the Scientific Method in marketing the large portfolio of brands under the Campbell umbrella. Starting in product development at P&G, her career journey led her into marketing at notable companies like P&G, General Mills, Cadbury, Ipsos, and Stonyfield.

This episode shares Alan and Linda’s discussion of her career journey, how she is modernizing a storied brand and its multiple brands, and why she feels saying yes opens new doors.

In this episode, you'll learn:


How in-home insights are critical to today’s marketing and how it has changed since COVID
How to use the Scientific Method in marketing brands
How Campbell is driving product innovation and development

Key Highlights

[00:33] Linda’s superpower

[01:46] Linda’s career journey

[09:44] How Linda is modernizing this brand that has stood the test of time

[12:04] Linda’s starting point with a giant portfolio and customer insights

[15:18] Thoughts on the in-home component of marketing

[20:34] Driving product innovation and development

[23:34] Bringing that innovation to life

[27:58] An experience that defines Linda

[30:28] Linda's advice for her younger self

[30:45] What marketers should be learning more about

[35:52] Where Linda feels brands are living now

[37:22] The biggest opportunity and threat for marketers today

Resources Mentioned:


Linda Lee
Campbell Soup Company
Career stops: P&G, Mondelez, Ipsos, Stonyfield, Chef’s Cut Real Jerky, Campbell Soup Company
Portfolio of Brands: Campbell’s, Pacific Foods, Prego, Pace, Swanson, V8, Chunky
Andy Warhol Campbell Soup Cans
New York City Pace Commercial
Campbell Soup Ad – Made for Real, Real Life (Mom in the supermarket)
Chunky Spicy Chicken Noodle Soup

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Listen in iTunes (link: http://apple.co/2dbdAhV)
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Connect with the Guest:


https://www.linkedin.com/in/lindalee96/
https://twitter.com/CampbellSoupCo

Connect with Marketing Today and Alan Hart:


Twitter Alan B Hart - http://twitter.com/abhart
LinkedIn Alan  - https://www.linkedin.com/in/alanhart
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Support the show: https://www.patreon.com/marketingtoday
See omnystudio.com/listener for privacy information.

When Alan heard Drew's interview with himself on the top challenges facing CMOs on Renegade Marketers Unite, he knew he needed to share it with his audience. So we’re bringing the episode to you directly in a special Marketing Today show swap! Here’s the show description: 

CMOs have a lot on their minds lately, so let’s get into the mind of one, shall we? Or, even better, let’s get into the mind of host Drew Neisser, as he hosts a conversation with himself (is this what it feels like to be in his head?!) on all the things CMOs are thinking about right now and how they’re solving them. Sourced from the conversations happening at CMO Huddles, Drew (and Drew) cover everything from employee retention to proving brand value to managing a messy inbox, providing useful takeaways you can implement today. After this episode, even the busiest CMO will know how to reclaim 10+ hours of their time per week (Seriously!) and work more effectively than ever. Want to learn more about our CMO Huddles community? This just skims the surface of what top B2B CMOs of today are solving together...come join us! For full show notes and transcripts, visit https://renegade.com/podcasts/ To learn more about CMO Huddles, visit https://cmohuddles.com/
Support the show: https://www.patreon.com/marketingtoday
See omnystudio.com/listener for privacy information.

As consumer behavior rapidly changes during the pandemic and beyond, Jonathan Kay, Founder & CEO of app data insights company Apptopia, says the only way to success is focusing on the data to make fully informed business decisions.

In this episode, Alan and Jonathan discuss Apptopia’s data insights into various business sectors and how marketers can utilize this specific data in more creative and effective ways. As an entrepreneur, Jonathan also touches on the lessons he’s learned from building this business— whether it’s hiring or the potential backfire of reliance on systems.

In this episode, you'll learn:


The importance of app data to marketers
What the current data says about the travel industry, the economy, and home delivery
Insights into Apptopia’s hiring strategy

Key Highlights

[02:49] Jonathan’s career path

[05:04] Biggest surprise of the life of an entrepreneur

[08:18] Driving the need for better hiring strategy

[09:15] Apptopia and data use on scale

[15:10] Home delivery boom during COVID

[22:14] Data insights from the travel industry

[25:29] Economic data insights

[31:20] An experience that defines Jonathan

[32:55] Jonathan's advice to his younger self

[35:40] What Jonathan as a marketer is learning more about

[41:02] The biggest opportunity or threat for marketers today

Resources Mentioned:


Jonathan Kay
Apptopia
Grasshopper where he was the “Ambassador of Buzz”
Apptopia Blog – where they dissect some of their data and trends
Companies and apps mentioned: GoPuff, Uber Eats, Door Dash, Klarna, AfterPay, Affirm, Costco, BJ’s, Kayak, Hoppr, Disney Perks, Royal Caribbean

Follow the podcast:


Listen in iTunes (link: http://apple.co/2dbdAhV)
Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa)
Listen in Spotify (Link: http://spoti.fi/2mCUGnC)

Connect with the Guest:


https://www.linkedin.com/in/jonathanckay/
https://twitter.com/JonathanCKay
https://twitter.com/Apptopia

Connect with Marketing Today and Alan Hart:


Twitter Alan B Hart - http://twitter.com/abhart
LinkedIn Alan  - https://www.linkedin.com/in/alanhart
Twitter Marketing Today - http://twitter.com/themktgtoday
Facebook Marketing Today - https://www.facebook.com/themktgtoday/
LinkedIn Marketing Today - https://www.linkedin.com/company/marketing-today-with-alan-hart/
Support the show: https://www.patreon.com/marketingtoday
See omnystudio.com/listener for privacy information.

Mark Wakefield, senior vice president of marketing of premium chocolate at Ferrero is obsessed with the emotional benefit that brands bring to their consumers. That’s why, in this episode, Mark gives us a masterclass in brand building and revitalization. Get out your pens, you’re going to want to take notes.

Alan and Mark also talk about his career path to Ferrero, how sales and marketing should always go hand-in-hand, and his work on a number of interesting campaigns and brands like TicTac, Kinder Joy, Baby Ruth, and the premium chocolate, Ferrero Rocher.

In this episode, you'll learn:


Steps to revitalizing a nostalgic brand
How Ferrero is capitalizing on the “premiumization” trend
The importance of understanding customers’ social and psychological motivations

Key Highlights


[04:00] Mark's career journey
[10:09] All about Ferrero
[12:48] Steps to brand stewardship and revitalization, including acquisition of Baby Ruth
[19:07] Capitalizing on the “premiumization” trend
[24:48] Advice on finding a pathway to new growth
[31:17] An experience that defines Mark
[32:28] Mark's advice for his younger self
[32:52] What marketers should be learning more about
[35:03] Brands Mark is fascinated by
[37:15] The biggest opportunity and threat for marketers today

Resources Mentioned:


Mark Wakefield
Ferrero
Ferrero Rocher
Nutella
[Ferrero buys Nestlé brands](https://www.confectionerynews.com/Article/2018/05/31/Ferrero-to-merge-Ferrara-and-Nestle-US-candy-overhauling-Butterfinger#:~:text=The acquisition of Nestlé US,%2C BottleCaps%2C Spree and Runts.)
Baby Ruth
Kinder Joy
TicTac
Research on Purchase Decisions and Interview of Attest Founder and CEO
The Long & Short of It: Balancing Short and Long-term Marketing Strategies

Sponsor Message: Did you know there’s an automated marketing platform that’s 100% designed for your online business? It’s called Drip, and it’s got all the data insights, segmentation savvy, and email marketing tools you need to connect with customers on a human level, make boatloads of sales, and grow with gusto. Try Drip free for 14 days (no credit card required), and start turning emails into earnings. Go to drip.com/go/marketingtoday

Follow the podcast:


Listen in iTunes (link: http://apple.co/2dbdAhV)
Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa)
Listen in Spotify (Link: http://spoti.fi/2mCUGnC)

Connect with the Guest:


https://www.linkedin.com/in/mark-wakefield-82760520/
https://twitter.com/FerreroNACorp

Connect with Marketing Today and Alan Hart:


Twitter Alan B Hart - http://twitter.com/abhart
LinkedIn Alan  - https://www.linkedin.com/in/alanhart
Twitter Marketing Today - http://twitter.com/themktgtoday
Facebook Marketing Today - https://www.facebook.com/themktgtoday/
LinkedIn Marketing Today - https://www.linkedin.com/company/marketing-today-with-alan-hart/
Support the show: https://www.patreon.com/marketingtoday
See omnystudio.com/listener for privacy information.

Alice Milligan, CMO of Investment Management giant Morgan Stanley feels that “your career is a marathon, not a sprint”. Her path as an integral part of marketing, UI/UX, and growth strategies for companies such as American Express, Citibank, and E-Trade, has given her the ultimate marketing tool belt to tap in her current role.

In this episode, Alan and Alice discuss how Morgan Stanley has been able to connect to a new younger wealth management audience, why being unique is your superpower, and why data and analytics are the lifeblood of marketing today.

In this episode, you'll learn:


How Morgan Stanley bridges the gap between their core clients and their new clients
How the use of Ambassadors drives the conversation for Morgan StanleyThe importance of workplace collaboration

Key Highlights


[02:26] Alice’s career journey
[06:55] How Alice’s role as is CMO defined
[08:45] Managing the complexity of Morgan Stanley's portfolio
[11:00] Broadening Morgan Stanley's appeal
[13:20] Balancing the need to serve core clients yet still connecting to newer, younger clients
[13:35] Ambassadors of Morgan Stanley
[17:03] How the use of  ambassadors drive conversation
[19:02] E-trade bringing back the baby
[23:21] An experience that defines Alice
[25:24] Alice's advice for her younger self
[26:40] What marketers should be learning more about
[28:34] Brands Alice is fascinated by
[31:37] The biggest opportunity and threat for marketers today

Resources Mentioned:


Alice Milligan
Morgan Stanley
E*Trade
As Seen of TV
Ron Popeil
Career stops: AT&T, American Express, Citi, E*Trade, Morgan Stanley
Brand ambassadors– Justin Rose, Leylah Fernandez, Cheyenne Woods
“Everyone deserves a shot at success” Diversity Program
E*Trade Baby Commercial

Sponsor Message: Did you know there’s an automated marketing platform that’s 100% designed for your online business? It’s called Drip, and it’s got all the data insights, segmentation savvy, and email marketing tools you need to connect with customers on a human level, make boatloads of sales, and grow with gusto. Try Drip free for 14 days (no credit card required), and start turning emails into earnings. Go to drip.com/go/marketingtoday

Follow the podcast:


Listen in iTunes (link: http://apple.co/2dbdAhV)
Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa)
Listen in Spotify (Link: http://spoti.fi/2mCUGnC)

Connect with the Guest:


https://www.linkedin.com/in/alicemilligan/
https://twitter.com/acmilligan1
https://twitter.com/MorganStanley
https://twitter.com/etrade

Connect with Marketing Today and Alan Hart:


Twitter Alan B Hart - http://twitter.com/abhart
LinkedIn Alan  - https://www.linkedin.com/in/alanhart
Twitter Marketing Today - http://twitter.com/themktgtoday
Facebook Marketing Today - https://www.facebook.com/themktgtoday/
LinkedIn Marketing Today - https://www.linkedin.com/company/marketing-today-with-alan-hart/
Support the show: https://www.patreon.com/marketingtoday
See omnystudio.com/listener for privacy information.

Nearly 1 million women have left the workforce since the start of the pandemic in February 2020. This staggering statistic is why Surbhi Martin, VP at Danone North America and her team have launched The Comeback Program.

In this episode, Alan and Surbhi discuss Danone’s Light + Fit yogurt brand and their focus on helping women reacclimate to their careers after they've taken a break. Being one of the biggest B Corps in the world, purpose driven marketing leads the charge for Danone’s marketing strategy, and The Comeback program aligns not only with purpose but with mission and values for the company’s consumers.

In this episode, you'll learn:


All About Light + Fit’s ‘The Comeback’ program
What a B-Corp isThe importance of purpose-driven marketing to connect the dots between company purpose, product, and consumer needs

Key Highlights


[01:35] Surbhi’s career path
[03:20] What is a B corp?
[04:25] What Surbhi's role entails
[05:16] Light + Fit’s The Comeback program
[06:47] Origination of the program
[08:11] Partnership with Women Back to Work
[10:10] Previous partnership with Dress for Success
[13:31] Impact and throughline of overall marketing efforts of Danone through purpose-driven marketing
[19:32] An experience that defines Surbhi
[23:06] Surbhi’s advice to her younger self
[23:41] What Surbhi as a marketer is learning more about
[26:10] Books Surbhi is reading now
[30:13] The biggest opportunity or threat for marketers today

Resources Mentioned:


Danone North America
B-Corp
Light+Fit Brand
The Comeback Returning to Work Program
Women Back to Work – organization helping to design the program
Dress for Success Support through new flavors
Two Good brand – equal parts go to people in need when purchased
Sustainable Brands and cofounder KoAnn Skrzyniarz | KoAnn on Marketing Today
Book recommendations from Surbhi: Principles by Ray Dalio, Originals by Adam Grant, SPQR: A History of Ancient Rome by Mary Beard, Bhagavad Gita translated by Hari Chetan
Alan’s recommendation: When More is Not Better by Roger Martin

Sponsor Message: Did you know there’s an automated marketing platform that’s 100% designed for your online business? It’s called Drip, and it’s got all the data insights, segmentation savvy, and email marketing tools you need to connect with customers on a human level, make boatloads of sales, and grow with gusto. Try Drip free for 14 days (no credit card required), and start turning emails into earnings. Go to drip.com/go/marketingtoday

Follow the podcast:


Listen in iTunes (link: http://apple.co/2dbdAhV)
Listen in Google Podcasts (link: http://bit.ly/2Rc2kVa)
Listen in Spotify (Link: http://spoti.fi/2mCUGnC)

Connect with the Guest:


https://www.linkedin.com/in/surbhi-martin-b825483/
https://twitter.com/Danone

Connect with Marketing Today and Alan Hart:


http://twitter.com/abhart
https://www.linkedin.com/in/alanhart
http://twitter.com/themktgtoday
https://www.facebook.com/themktgtoday/
https://www.linkedin.com/company/marketing-today-with-alan-hart/
Support the show: https://www.patreon.com/marketingtoday
See omnystudio.com/listener for privacy information.