The Pillsbury Dough Boy, Betty Crocker and the Jolly Green Giant — it’s a rare individual not familiar with these and the many other brands marketed and sold by General Mills. According to Mark Addicks, the company’s Vice President and Chief Marketing Officer, marketing performs a pivotal role in driving the business.
“At General Mills the marketer is the general manager, the owner responsible for share and profit. At the same time, the marketer is responsible for the brand,” says Addicks. It’s a lot of responsibility and Addicks wouldn’t have it any other way.
In this webcast, Addicks discusses the central role marketing plays at one of the world’s largest food companies, including:
- Managing digital channels to deliver marketing objectives.
- Measuring brand health and customer lifetime value.
- Maximizing multicultural marketing opportunities.