Brave Commerce Podcast Summary Episode: Haleon’s Katie Williams: Leading Consumer Health Transformation with Purpose
Release Date: December 3, 2024
Hosts: Rachel Tippograph (MikMak Founder & CEO) and Sarah Hofstetter (Profitero’s President)

Introduction to the Episode

In this episode of Brave Commerce, hosts Rachel Tippograph and Sarah Hofstetter delve into the intricacies of brand transformation within the eCommerce landscape. The spotlight is on Katie Williams, Chief Marketing Officer (CMO) of Haleon—a leading consumer health company formerly part of GSK. Katie shares her extensive experience navigating major company rebrandings and leading consumer health transformations with a strong sense of purpose.

Guest Introduction: Katie Williams

Katie Williams brings a wealth of experience from her tenure at prominent consumer goods companies. With a background in science from Procter & Gamble and significant roles at Craft Foods and Mondelez, Katie has been at the forefront of multiple high-stakes brand divestitures and rebranding efforts.

The Power of Branding and the Challenges of Rebranding

Katie Williams emphasizes the critical importance of established brands in maintaining consumer recognition and trust. She recounts her experience during the transition from Mondelēz to Haleon:

“If you didn't think that brands were powerful, when you have to change the name of your company and like, literally go from everybody knows you to nobody knows you, like, you realize how important those brands are, right?”
(01:06)

Katie highlights the dilemma faced when a parent company's name doesn't resonate with consumers, underscoring the necessity of flagship brands like Oreo to bridge recognition gaps.

Establishing Purpose in Rebranding

A key takeaway from Katie's discussion is the significance of purpose-driven rebranding. Establishing a clear "North Star" purpose guides decision-making and aligns the organization during transitions.

“Starting with purpose in mind first is so incredibly important because it establishes that North Star, it helps you make decisions and always filter through that.”
(07:30)

For Haleon, the purpose is clearly defined as:

“Deliver better everyday health with humanity.”
(07:30)

This purpose ensures that every strategic move aligns with the company's overarching mission.

Navigating the Health Influencer Ecosystem

Katie addresses the evolving landscape of health information consumption, particularly the rise of influencers and creators as trusted sources.

“We do have a very specific and focused influencer strategy, or I would call it creator strategy, that's about really sort of stepping up our connections in those spaces.”
(17:50)

Haleon leverages both scientific experts, like dentists, and lifestyle creators to maintain credibility while engaging with broader audiences. This dual approach ensures that the brand remains trustworthy and relevant in a digital-first world.

Adapting to Changing Consumer Behaviors

The pandemic has reshaped how consumers perceive self-care, making it more holistic—encompassing both physical and mental well-being. Katie discusses Haleon's strategic pivots to address these evolving needs:

“It's a big part of how we're connecting. We believe the role that we play is to be able to provide some sort of truth and honesty in this space and that trusted science, but delivered in a way that's more approachable and relevant for how people are looking for their information.”
(17:50)

Haleon has expanded its product portfolio to include categories like sexual health and gut health, reflecting a deeper understanding of contemporary self-care paradigms.

Organizational Structure and Team Integration

To stay agile in a rapidly changing market, Katie outlines Haleon's integrated team structure, which combines various disciplines under one umbrella:

“Retailer media sits with my team. Shopper marketing sits with my team. The traditional paid media sits with my team. And our consumer we have the consumer experience team that's responsible for not only optimizing that with performance marketing across all of that paid, owned and earned universe...”
(25:43)

This holistic approach ensures cohesive strategies across marketing, sales, and supply chain functions, enabling swift responses to market dynamics.

Leadership and Bravery in the Workplace

Katie shares a personal story that underscores the importance of diversity and inclusion in leadership:

“...as a leader is to make sure that I'm creating spaces where those voices can be heard and where we make sure that we don't perpetuate blind spots.”
(26:37)

Her experience advocating for better representation in a campaign highlights the impact that inclusive leadership can have on both company culture and brand integrity.

Conclusion and Key Takeaways

Katie Williams' insights offer a roadmap for brands navigating the complexities of rebranding and consumer health transformation. Key takeaways include:

• Purpose-Driven Branding: Establishing a clear and compelling purpose is essential for guiding organizational decisions during transitions.
• Strategic Influencer Partnerships: Balancing scientific expertise with lifestyle influencers ensures credibility and broadens consumer engagement.
• Holistic Consumer Understanding: Adapting to the comprehensive nature of modern self-care requires expanding product categories and information channels.
• Integrated Team Structures: Breaking down silos between marketing, sales, and other departments fosters agility and cohesive strategy execution.
• Inclusive Leadership: Promoting diversity and creating spaces for all voices enriches company culture and enhances brand authenticity.

Katie Williams exemplifies how fearless leadership and a commitment to purpose can drive successful transformations in the consumer health industry.

Notable Quotes:

• “If you didn't think that brands were powerful, when you have to change the name of your company and like, literally go from everybody knows you to nobody knows you, like, you realize how important those brands are, right?” – Katie Williams (01:06)

• “Starting with purpose in mind first is so incredibly important because it establishes that North Star, it helps you make decisions and always filter through that.” – Katie Williams (07:30)

• “We do have a very specific and focused influencer strategy, or I would call it creator strategy, that's about really sort of stepping up our connections in those spaces.” – Katie Williams (17:50)

• “...as a leader is to make sure that I'm creating spaces where those voices can be heard and where we make sure that we don't perpetuate blind spots.” – Katie Williams (26:37)

For more insights into brand transformations and eCommerce strategies, subscribe to Brave Commerce and tune into future episodes featuring industry leaders.