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“If you want to be a successful marketer, you have to be curious. Along with that, compassion. I'm not always the consumer of the product or brand I'm marketing, so I have to dig deep and really understand that consumer target and have compassion for them so I can deliver better products and messaging. And then, I think on the leadership side, the other two C's would be courage and conviction. You have to have courage, and you have to take risks. You're not always going to be successful, and that's okay.” – Linda Bethea
As health and wellness rise to the top of consumer priorities, the food and beverage industry faces a pivotal transformation. Linda Bethea, Chief Marketing Officer of Danone North America, believes this moment calls for marketers who combine science-backed credibility with cultural fluency. In this conversation with Matt Britton, she shares how Danone is leaning into innovation for GLP-1 users, building creator-first campaigns, and leading with curiosity, compassion, courage, and conviction.
Linda Bethea is the CMO of Danone North America, the world’s largest Certified B Corp, where she oversees a portfolio including Oikos, Silk, International Delight, and Evian. She is spearheading Danone’s shift from mass media to digital, social, and creator-led engagement, while advancing its mission to deliver health through food to as many people as possible. Previously, she held senior roles at PepsiCo and Diageo, where she built her expertise in brand building, operations, and team leadership. Known for embracing innovation and empowering her teams, she has become a leading voice for the future of marketing in health and wellness.
Five Takeaways
1. Leadership Is About the Four C’s
Linda grounds her leadership in curiosity, compassion, courage, and conviction. For her, these traits empower marketers to truly understand consumers, take risks, and lead teams with clarity and confidence.
2. Health and Wellness at a Tipping Point
With one in four Americans on a weight-loss journey and nearly 10% using GLP-1 drugs, Linda highlights how shifting nutrition needs are reshaping product innovation. Danone’s launch of Oikos Fusion addresses protein gaps for GLP-1 users, while its nutrition hub provides credible, science-backed resources.
3. The Creator Economy as a Growth Engine
Gen Z and millennial consumers increasingly discover brands through creators, not ads. Linda points to International Delight’s Kremhouse TikTok series as a breakthrough example of using entertainment-first storytelling to build cultural relevance and reach younger audiences.
4. AI as an Enabler, Not a Threat
Through a partnership with Microsoft, Danone uses AI to streamline creative development with storyboards, mood boards, and rapid testing. Linda emphasizes AI’s role in freeing up marketers to focus on strategy, while also warning that AI-driven consumer tools—like grocery list generators—will redefine how brands show up in purchase journeys.
5. It Doesn’t Get Easier, But You Get Stronger
Linda’s personal mantra reflects her belief that challenges grow with leadership, but so does resilience. By embracing risk, learning from failures, and celebrating both wins and mistakes, she builds stronger teams and stronger leadership for the future.
