What Growth Actually Looks Like at a Legacy Brand with Doug VandeVelde, Chief Growth Officer at WK Kellogg | Ep. 391

The Super Bowl isn’t the finish line. It’s the starting point.

Daniel sits down with Doug VandeVelde, Chief Growth Officer at WK Kellogg, to break down why Raisin Bran is making a Super Bowl appearance and why fiber is the next big cultural and consumer shift in health.

From spotting early consumer signals, to turning a Super Bowl ad into a year-long growth strategy, to choosing William Shatner as the face of the campaign, Doug unpacks how legacy brands stay relevant at the biggest stage in marketing.

They also dive into what success actually looks like beyond the Big Game, how Kellogg integrates marketing, product, and distribution under a growth lens, and why transparency is the marketing hill Doug would die on.

If you’re a marketer curious how iconic brands evolve, spot trends early, and turn attention into long-term growth, this is the episode for YOU. 

⁠https://customer.io⁠ helps brands turn data into personalized messages that actually connect, across email, SMS, and beyond. Learn more at ⁠https://customer.io/tmm⁠

Follow Doug:

LinkedIn: https://www.linkedin.com/in/doug-vandevelde/

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LinkedIn: https://www.linkedin.com/in/daniel-murray-marketing/

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Daniel is a Workweek friend, working to produce amazing podcasts. To find out more, visit: www.workweek.com