The multinational food and beverage brand’s chief marketer for North America shares how it is using AI, retail media and protein-rich innovation to adapt to consumers who are eating less – but expecting more.Linda Bethea has built brands across household-name companies and categories. Today, as CMO at Danone North America, she is pairing the company’s science-backed heritage with a faster, test-and-learn marketing engine. “The fundamentals of brand building haven’t changed,” she says. “You have to have deep consumer insight and build a brand with strong purpose and positioning that is timeless.” That balance, anchoring a brand’s core values while adapting to a fast-moving marketplace, is where she places her focus.When Bethea talks about Danone’s history, she goes back to the founder’s son, nicknamed Danon, who inspired the brand name and the logo’s boy looking toward the horizon. “We’ve modernized a little bit, obviously, in a world of digital assets, but we’re staying true to our legacy and our heritage.” Read more here
Danone CMO Linda Bethea on re-engineering marketing for GLP-1 era
