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“Culture is a broad term. What it means for us is how do you stay relevant with consumers? We started to make a lot of investments around building our ability to understand how our brands are gonna be able to maintain relevancy. And then the second thing we’ve really done is ask, how do you operationalize that?” - Julie Bowerman
As consumer habits shift and attention fragments, CPG brands are rethinking everything—from how they reach customers to what brand loyalty looks like. At the center of this transformation is Kellanova, the global snacking giant spun off from Kellogg Company. With brands like Pringles, Cheez-It, and RXBAR under her leadership, Julie Bowerman is driving the charge to merge data intelligence, cultural connection, and agile marketing to stay ahead of expectations and competition.
Julie Bowerman is the Chief Marketing Officer of Kellanova North America, where she leads brand strategy, full-funnel marketing, and consumer engagement across a portfolio of powerhouse snack brands. A former marketing executive at Coca-Cola, Julie is a pioneer in digital transformation, omnichannel innovation, and first-party data strategy.
Tune into the latest episode or read the transcript below to learn more. Here are some top takeaways:
The Rise of Full-Funnel Omnichannel Strategy
COVID accelerated shifts in consumer behavior, turning omnichannel from optional to essential. Julie explains how Kellanova’s early investments in ecommerce and digital capability positioned them to meet the moment—and evolve toward a connected, full-funnel strategy that marries mass reach with retail-level precision. Brands must bridge awareness and purchase in a unified ecosystem to win today’s consumer journey.
Power of First-Party Data: 45 Million Records and Counting
Kellanova’s first-party database—rooted in its Kellogg’s Family Rewards program—has become a strategic moat. By combining it with Epsilon’s capabilities and retail media networks, they unlock precision, scale, and lookalike modeling. In a world demanding personalization, owning the relationship with your shopper is no longer a luxury—it’s a requirement.
Culture Isn’t a Buzzword—It’s an Operating System
From Crocs x Pringles to Cheez-It’s collab with Jimmy Butler, Kellanova’s brands have cracked the code on cultural relevance. Julie credits not just the ideas, but the infrastructure—legal processes, creative workflows, and empowered teams—that make fast action possible. Brands that want to matter culturally must invest in speed, not just splash.
The Role of Sports in Brand Building
Kellanova is doubling down on sports partnerships, from the Cheez-It Bowl to the Super Bowl, because they align with consumption habits and passion points. These moments are not just about reach—they’re about being part of a consumer’s life when snacking naturally happens. Brands should map their media to real-world behavior, not just demographics.
Health Trends and the Future of Snacking
With GLP-1 drugs and health-conscious behaviors reshaping how and when people snack, Julie outlines how Kellanova is innovating across pack sizes, ingredients, and product formats. It's not about chasing trends—it’s about creating sustainable options for modern lifestyles. Legacy brands must evolve to remain not just relevant, but essential.
