Pasta brand Barilla on why formalising marketing excellence drives growth
Appointed in 2022 to lead the excellence agenda at pasta giant Barilla, Natalie Howell believes prioritising consistency and rigour helps brands scale.
When developing a marketing excellence programme, it’s easy to get tunnel vision. After all, isn’t the whole point to give your marketing team everything it needs to deliver the best possible work?
However, marketing excellence director at pasta company Barilla, Natalie Howell, believes taking a siloed approach is a mistake. Instead, everything has to join up into a “bigger picture”, she argues.
