“And I do think CFOs have kind of fallen in love with performance marketers because they’ll walk in and be able to talk about this dollar drove this conversion, this ROIs. And that’s really a CFO’s dream. But in my mind, it’s one conversation. Because also like you mentioned, Paul, when a consumer sees an ad on Instagram, they don’t know if they’re receiving an upper funnel brand building ad or a targeted communication to drive conversion. They just know they’re seeing a message. And that’s why I feel so strongly that we really need to be one team.” Melanie Huet, President of Brand Management and Innovation at Newell Brands
In this episode of Time For a Reset Marketing Podcast: Insights from Global Brand Marketers, brought to you by CvE Marketing Consultancy, host Paul Frampton connects with Melanie Huet, President for Brand Management and Innovation at Newell Brands, a leading global consumer goods company with a strong portfolio of well-known brands, including Rubbermaid, Sharpie, Graco, Coleman, Rubbermaid Commercial Products, and more.
Join us as Melanie delves into the dynamic world of marketing within the CPG industry, where she highlights the critical need for a unified brand strategy that seamlessly integrates performance initiatives with top-of-funnel marketing. Additionally, Melanie explores how data and technology are strongly making their way into CPG marketing. Melanie also touches on the attributes of tomorrow’s senior marketer and the challenges of staying relevant in the marketing industry.
Here are some key talking points from the episode:
- The importance of strategically aligning brand and performance marketing
- Why marketers need to be financial stewards of the business
- Leveraging real-time data-driven insights
- How marketers can avoid the data trap
- How generative AI can supercharge your insights
- Future-proofing your marketing career
Melanie brings over 25 years of commercial leadership experience from top companies like Unilever, Kimberly-Clark, and Kraft Heinz, where she successfully revitalized several iconic brands. Before joining Newell Brands, she served as the first Chief Marketing Officer at Serta Simmons Bedding, leading a transformation from a sales-driven to a consumer-focused approach. Her success in this role led to her promotion to EVP, Chief Commercial Officer, where she oversaw the enterprise revenue and reshaped the sales organization.
