Former Mondelez chief marketing officer Dana Anderson raised some eyebrows last year, when she departed the packaged goods giant (known for brands ranging from Ritz to Oreos) to take on a role with MediaLink — the advertising consulting firm that works with both clients and ad agencies.
But with the ad industry is total flux, as brands have to deal with achanging ad agency model and a messy digital ad ecosystem, Anderson has a big opportunity to help marketers navigate this world as Medialink’s “chief transformation officer.”
Business Insider caught up with Anderson to talk more about what she dubs the “kitchen table” model, and why more brands should consider following suit.
Tanya Dua: It is clearly a period of transformation in the industry. But what does your role actually entail?
Dana Anderson: My title is chief transformation officer, and we called it that because change is never-ending, companies have to move fast, it’s hard and people sometimes get exhausted. So we have to find ways for not just individuals, but for teams to work in new ways and in a way that the result is effective. We sit down with our clients to figure what things need to be changed to make their businesses work better, divide them into four or five buckets, and then help them tackle those buckets one by one.