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 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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Alan B. Hart is the creator and host of “Marketing Today with Alan Hart,” a weekly podcast where he interviews leading global marketing professionals and business leaders. Alan advises leading executives and marketing teams on brand, customer experience, innovation, and growth opportunities. He has consulted with Fortune 100 companies, but he is an entrepreneur at his core, having founded or served as an executive for nine companies.