In this episode, Athar sits down with Helene Henderson, Senior Brand Experience Manager at General Mills, to delve into marketing transformation. Helene has been in the food industry for over a decade and has spent the last 7 years at General Mills, where she has been instrumental in driving organisational design changes within the marketing department.As someone with a background in sociology, Helene brings a unique perspective to the conversation, blending marketing and culture together to challenge traditional ways of thinking about consumers. She believes that using terms like 'targets' is damaging and instead advocates for viewing consumers as people within the context of their societies.During the episode, Helene shares her personal insights and experiences in leading marketing transformation at General Mills. She reveals tried and tested strategies for gaining collective buy-in, and provides insights into how success is measured. She also candidly discusses some of the biggest challenges she has faced and how she overcame them.Marketers can expect an honest, compelling, and thought-provoking conversation about marketing transformation at a company that has been in existence for over 150 years. Helene's unique perspective and wealth of experience make this episode a must-listen for anyone in the marketing industry. So tune in now and gain valuable insights into how to drive meaningful change in your organisation.Support the show

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