How CMO Aude Gandon has transformed Nestle into a digital marketing powerhouse ?

Nestlé's marketing landscape is undergoing a remarkable transformation under the visionary leadership of Aude Gandon, the global Chief Marketing Officer (CMO). In a candid discussion  Gandon sheds light on the strategic shift towards digital innovation, the revival of creativity, and the pivotal role of human ingenuity in shaping Nestlé's marketing narrative in the digital age.

Charting a New Course

As Gandon assumed the reins of Nestlé's marketing helm in 2020, she embarked on a journey to redefine the company's marketing ethos. Nestlé, synonymous with iconic brands like Kit Kat, Maggi, Nescafé, and Milo, had traditionally maintained a subdued marketing profile. However, Gandon's bold vision aimed to propel Nestlé's marketing prowess onto the global stage, setting the ambitious target of winning the Cannes Lions Marketer of the Year award by 2030.

Balancing Tradition with Innovation:

Central to Gandon's strategy was the fusion of traditional marketing principles with cutting-edge digital innovation. She outlined a comprehensive roadmap encompassing tangible objectives, including a significant increase in online sales, augmented digital marketing investment, and the acquisition of vast troves of first-party consumer data by 2025. Gandon emphasizes the importance of setting ambitious yet attainable goals to galvanize Nestlé's diverse workforce across 188 countries.

The Primacy of Creativity:

While acknowledging the indispensable role of technology in modern marketing, Gandon underscores the primacy of creativity. Drawing from her extensive experience in advertising and technology, she advocates for a nuanced approach that places human creativity at the forefront. Gandon initiated the Creative Pulse program to reignite Nestlé's creative spark, fostering a culture that celebrates innovation and storytelling across diverse digital platforms.

Navigating the Digital Terrain:

Gandon's tenure witnessed a seismic shift in Nestlé's marketing expenditure, with digital channels now commanding a significant share of the budget. However, she stresses the importance of crafting content tailored to each platform's unique aesthetic, eschewing traditional advertising tropes for engaging, authentic narratives. Influencer partnerships have emerged as a cornerstone of Nestlé's digital strategy, albeit with a focus on authenticity and relinquishing creative control to content creators.

Harnessing the Power of Data:

In an era defined by data proliferation, Gandon underscores the imperative of collecting high-quality, first-party data ethically. Nestlé's commitment to data privacy and consent-driven acquisition reflects a strategic pivot towards personalized marketing experiences. Gandon's approach emphasizes the symbiotic relationship between data analytics and human intuition, transcending the allure of third-party data for genuine consumer insights.

Embracing AI and Sustainability:

As AI emerges as a transformative force in marketing, Gandon remains optimistic about its potential to augment creativity and drive operational efficiency. However, she advocates for regulatory oversight to ensure ethical AI deployment. Sustainability occupies a prominent position in Nestlé's marketing agenda, exemplified by innovative campaigns that blend humor with environmental stewardship.

The Road Ahead:

Gandon's ascent to the global CMO role underscores her commitment to fostering inclusivity and embracing change. While acknowledging the transformative potential of her current position, she remains open to future opportunities that align with her values and aspirations. Gandon's leadership epitomizes a harmonious blend of visionary foresight, empathy, and unwavering dedication to excellence.

As such we can clearly see Nestlé's marketing evolution under Aude Gandon's stewardship epitomizes the delicate balance between tradition and innovation, data-driven insights, and human creativity. As the digital landscape continues to evolve, Gandon's strategic acumen and unwavering commitment to excellence promise to chart new frontiers in the realm of global marketing.