#760: Nestlé's Daniel Damasio on successful marketing transformation that is both global and local

The Agile Brand with Greg Kihlström®: Expert Mode Marketing Technology, AI, & CX

When customers continually demand hyper-local relevance, is the concept of a "global brand" an asset or a liability?

Agility requires not just the ability to pivot, but the intelligence to know *when* and *how* to pivot based on real-time customer understanding. This means moving beyond global assumptions and empowering local teams with the data to make smarter, faster decisions.

Today, we are here at Treasure Data’s CDP World in Las Vegas, and we're going to talk about one of the biggest challenges facing any multinational company: how to maintain brand consistency and operational efficiency on a global scale, while delivering the locally relevant, personalized experiences that actually build relationships with customers. It's a classic battle between standardization and personalization, and the key to winning often lies in how you unify and activate your data.
To help me discuss this topic, I'd like to welcome, Daniel Damasio, Senior CRM Analyst at Nestlé.
About Daniel Damasio
Daniel Damasio is Senior CRM Analyst at Nestlé.
Daniel Damasio on LinkedIn: https://www.linkedin.com/in/daniel-damasio-674190150/
Resources
Nestlé: https://www.nestle.com

Treasure Data: https://www.treasuredata.com
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