In this episode, Athar is joined by Helene Henderson, Senior Brand Experience Manager of General Mills. Helene has been at General Mills for 7 years, and in the food industry for the last decade. She has overseen organisational design changes within the marketing department to accelerate marketing transformation.
Helene challenges marketers to reframe the way we think about consumers. Helene’s background in sociology has allowed her to blend both marketing and culture together for this perspective. We are often using words like ‘targets’ to describe our consumers, instead, Helene believes this is damaging, and we should look at consumers as people in the context of their societies.
Helene discusses how she has handled marketing transformation at General Mills over the years. She reveals tried and tested different ways to get collective buy-in and insights into how success is measured, and what some of the biggest challenges were.
Listen now for an honest, compelling conversation about marketing transformation at a company existing for more than 150 years.