About this episode
Dee Cunniam, Head of Brand Marketing and Innovation at Britvic Ireland, joins That’s What I Call Marketing to discuss growing iconic Irish brands, leading through change and building a marketing career that keeps moving forward. How do you adapt a much-loved brand without losing what people love about it? Through her work on MiWadi and Ballygowan, Dee explains how consumer insight, product innovation and commercial judgement come together and why 18 years in one business has meant many different careers.
In this episode, we cover:
– How MiWadi responded when concerns about sugar challenged perceptions of the brand, balancing functional benefits with its emotional connection to families.
– The thinking behind MiWadi’s 0% sugar range and why innovation needs to preserve a brand’s distinctiveness.
– Ballygowan’s expansion into flavoured and functional water, and what an earlier launch taught the team about consumer readiness.
– Moving shopper marketing beyond point-of-sale execution to a more strategic role across brands, customers and commercial teams.
– Building influence by understanding other functions’ priorities and demonstrating marketing’s commercial value.
– Why sideways moves, category experience and continuous learning can help marketers build broader careers.
A useful listen for marketers interested in brand strategy, FMCG marketing, consumer insight, product innovation, marketing leadership and career development.
That’s What I Call Marketing is the podcast for marketers who care about brand, B2B, creativity, effectiveness and the future of the profession.
Follow the show for more conversations with CMOs, marketing leaders, agency leaders, professors, authors, thinkers and practitioners.
Find more episodes at: https://www.thatswhaticallmarketing.com
MAKE YOUR MARK — IN PARTNERSHIP WITH THE MARKETING INSTITUTE OF IRELAND
This is the final episode in our three-part Make Your Mark series, exploring the different ways marketers develop their expertise, build confidence and make a meaningful contribution to their organisations. The Marketing Institute of Ireland supports marketers through its competency framework, professional assessment, certification, ongoing CPD and a network of peers. Thank you to the Marketing Institute for partnering with That’s What I Call Marketing on this series.
Find out more: https://mii.ie
TIMESTAMPS
02:51 From promotional work to agency life and FMCG
06:41 Britvic Ireland and its portfolio of brands
08:39 Eighteen years in one business, many different roles
09:17 MiWadi: protecting the brand while responding to change
13:00 Functional benefits, 0% sugar and product innovation
15:18 Making the commercial case for brand investment
16:17 Ballygowan: from mineral water to new drinking occasions
17:55 Balancing innovation with the core brand
19:37 How leadership changes as you become more senior
21:23 Giving shopper marketing a more strategic role
23:12 Building influence across the business
24:44 Making time for learning and development
28:53 Squiggly careers, sideways moves and category experience
31:13 What marketing awards mean for the whole team
32:51 The mark Dee still wants to make
34:22 Club Orange, football and having fun along the way
That’s What I Call Marketing is where marketers come for real conversations about brand, B2B, creativity, effectiveness and the future of the profession.
Hosted by Conor Byrne, the show features conversations with CMOs, marketing leaders, agency leaders, authors, thinkers and practitioners about what good marketing looks like in practice.
Listen, follow and find more episodes at: https://www.thatswhaticallmarketing.com
Connect with Conor on LinkedIn: https://www.linkedin.com/in/conorbyrneirl/
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