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Campbell Soup Firm CMO on Modernizing a Legacy Model


Campbell Soup Firm is an iconic model within the CPG phase and has turn out to be one of many world’s most acknowledged and beloved manufacturers over its 154-year historical past. To achieve insights into the corporate’s advertising and marketing technique and customer-centricity, we linked with Linda Lee, Campbell Soup’s chief advertising and marketing officer of meals and drinks.

Within the newest episode of The Velocity of Tradition podcast, Lee joins Suzy founder and CEO Matt Britton to debate her unconventional path from engineering to advertising and marketing, her invaluable experiences at Procter & Gamble and Basic Mills, and her deep insights into what it takes to resolve advanced issues and thrive within the fast-paced world of promoting.

Right now, Lee has over 20 years of expertise in senior advertising and marketing roles at blue-chip CPG firms and a confirmed observe document as a profitable C-level enterprise government throughout various industries. Proving her mettle, Lee has delivered excellence in P&L administration, strategic planning, change administration, model constructing, innovation and demand era. She is an innovator with broad management experience throughout completely different enterprise challenges, together with startup progress, turnaround environments and speedy progress conditions. Beginning her profession as an engineer, Lee’s illustrious profession in advertising and marketing took off by way of a stroke of pure serendipity.

Find out how Campbell Soup Firm makes use of buyer insights to drive enterprise progress. Try the important thing takeaways of this episode under.

Key Takeaways:

  • 03:20 – 04:14 – Individuals are the Largest Property for a Firm – Lee notes how blue-chip firms have readability of imaginative and prescient when recruiting. They know who they’re and may outline the candidate profile they’re in search of. Whereas most firms search for candidates who can ship outcomes, blue-chip manufacturers recruit for the long run, looking for people who find themselves a cultural match and would have greater satisfaction ranges. In addition they make investments a whole lot of assets in coaching their individuals. 
  • 16:32 – 18:32 – How the Pandemic Introduced Campbell Nearer to its Clients – The Covid-19 pandemic profoundly impacted Lee’s position and the corporate’s go-to-market technique, bringing staff and prospects nearer collectively. Leveraging its pre-pandemic advertising and marketing blueprint, the corporate swiftly carried out content-driven methods to interact shoppers and supply worth. This shared expertise instilled delight amongst staff, recognizing their essential position in helping prospects. Total, the pandemic strengthened inner bonds, enhanced buyer relationships, and drove agile advertising and marketing diversifications to fulfill evolving wants.
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