323: The Scientific Method and Marketing with Campbell’s Linda Lee

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 COVIDHow to use the Scientific Method in marketing brandsHow Campbell is driving product innovation and developmentKey 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 todayResources Mentioned:Linda LeeCampbell Soup CompanyCareer stops: P&G, Mondelez, Ipsos, Stonyfield, Chef’s Cut Real Jerky, Campbell Soup CompanyPortfolio of Brands: Campbell’s, Pacific Foods, Prego, Pace, Swanson, V8, ChunkyAndy Warhol Campbell Soup CansNew York City Pace CommercialCampbell Soup Ad – Made for Real, Real Life (Mom in the supermarket)Chunky Spicy Chicken Noodle Soup Become a member today and listen ad-free, visit https://plus.acast.com/s/marketingtoday. Hosted on Acast. See acast.com/privacy for more information.