Interview with Shalabh Atray, CMO at Kraft Heinz

I am the CMO for Kraft Heinz, Australia leading commercial marketing for all the 25+ categories and 8+ brands for the Australian business. I am privileged to lead icnonic global brands like Kraft and Heinz and local jewels like Golden Circle, Gravox, Saxa, Foster Clark’s amongst others. Recognised as being an industry leader in crafting iconic brands, growing categories and driving disruptive innovation.

What do you feel are the biggest challenges marketing leaders are currently faced with within their business?

Marketing is all about human science. We as humans are living in an era of rapid change, not just in terms of technology breakthrough, but societal and cultural changes, climate changes amongst others. A CMOs role today is not just to market brands, but to be at an intersection of these changes and create meaningful brands that stand for something bigger than themselves.

As a marketing leader, what do you feel businesses continue to get wrong when it comes to their marketing strategy?

I am an optimist and believe that many companies are taking the lead in revolutionising the way they do marketing and build brands. Its important for brands to stay true to their roots, so its not always about changing the basic truth that a brand stands for. That said, brands and marketing needs to be in the culture, and that is the evolution that brands and marketers need to make. Kraft Heinz is a good example of a business that recognises the roots of its iconic brands, but is also very focused on building responsible food brands for the future.

What are the latest trends and behaviors you predict will be surfacing on the market over the coming 12 months?

I think the theme that will continue to emerge is an expectation from consumers that brands are responsible, that they stand for something bigger than themselves. Social media, in particular, will ensure that this conversation gathers momentum.

What is the best piece of advice you have received within your job over the years?

When people see your brand (packaging, advertising, any stimulus) they’ve got to ‘feel something in the gut’.

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http://ohsleaders.com.au/

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http://ohsleaders.com.au/

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