#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

The Agile Brand

Business, Marketing

5 • 2.7K Ratings

🗓️ 31 October 2025

⏱️ 25 minutes

🔗️ Recording | iTunes | RSS

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Summary

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 The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://www.teksystems.com/versionnextnow Register now for Sitecore Symposium, November 3-5 in Orlando Florida. Use code SYM25-2Media10 to receive 10% off. Go here for more: https://symposium.sitecore.com/ Catch the future of e-commerce at eTail Palm Springs, Feb 23-26 in Palm Springs, CA. Go here for more details: https://etailwest.wbresearch.com/ Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstrom Don't miss a thing: get the latest episodes, sign up for our newsletter and more: https://www.theagilebrand.show Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company

Transcript

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0:00.0	The Agile brand.
0:03.0	Welcome to Season 7 of the Agile brand, where we discuss the trends and topics marketing leaders need to know.
0:15.0	Stay curious, stay agile, and join the top enterprise brands and MARTEC platforms as we explore marketing technology, AI, e-commerce, and join the top enterprise brands and Martec platforms as we explore marketing technology,
0:23.1	AI, e-commerce, and whatever's next for the Omnichannel customer experience.
0:27.9	Together we'll discover what it takes to create an agile brand, built for today and tomorrow,
0:32.1	and built for customers, employees, and continued business growth.
0:36.9	I'm your host, Greg Kilstrom, advising Fortune 1,000 brands on Martec, employees, and continued business growth. I'm your host, Greg Kilstrom, advising Fortune 1000 brands on Martec, AI, and marketing operations.
0:43.3	The Agile Brand Podcast is brought to you by Tech Systems, an industry leader in full-stack technology services,
0:49.3	talent services, and real-world application. For more information, go to teK systems.com.
0:56.1	To make sure you always get the latest episodes, please hit subscribe on the app you listen to podcasts on,
1:01.2	and leave us a rating so others can find us as well.
1:04.1	And now on to the show.
1:07.9	When customers continually demand hyperlocal relevance is the concept of a global brand, an asset, or a liability.
1:14.6	Agility requires not just the ability to pivot, but the intelligence to know when and how to pivot based on real-time customer understanding.
1:22.6	This means moving beyond global assumptions and empowering local teams with the data to make smarter,
1:28.6	faster decisions. Today we're here at Treasure Data's CDP world in Las Vegas, and we're going
1:34.1	to talk about one of the biggest challenges facing any multinational company, how to maintain
1:38.8	brand consistency and operational efficiency on a global scale while delivering the locally relevant
1:45.1	personalized experiences that actually build relationships with customers. It's a classic
1:50.3	battle between standardization and personalization, and the key to winning often lies in how
1:55.8	you unify and activate your data. Tell me to discuss this topic. I'd like to welcome
2:00.2	Daniel DeMazio, senior CRM analyst at Nestle this topic, I'd like to welcome Daniel Damazio,
	...

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