Monday Mar 10, 2025
The Challenger Mindset & Building Trust: Beth Wood’s Approach to Marketing & Leadership
Beth Wood’s marketing journey started with a simple realization—her heart wasn’t in finance, but in understanding and influencing consumer behavior. That spark set her on a path from Frito-Lay and Johnson & Johnson to leadership roles at MassMutual, Guardian Life, and now as EVP & CMO at Principal Financial Group. With experience spanning consumer goods, health and beauty, and financial services, Beth shares how she’s built brands that resonate with customers, empower teams, and embrace change.
In this episode of Designing Demand, Beth reveals the lessons she’s learned from leading in different industries, why she believes in a “challenger brand” mindset, and how she balances brand building with performance marketing. She discusses the influence of her entrepreneurial mother, the power of curiosity in leadership, and the role of AI in modern marketing. If you’re looking for insights on building a standout brand, leading with purpose, and navigating a fast-evolving business landscape, this conversation is packed with wisdom you won’t want to miss.
🔎 MORE ABOUT BETH WOOD:
LinkedIn: https://www.linkedin.com/in/bethwoodleidt/
Principal Financial Group: https://www.principal.com
CHAPTERS:
00:00 - Introduction to Beth Wood
03:15 - From Finance to Marketing: Finding the Spark
08:40 - The Power of Competition & Standing Out
14:20 - Lessons from Frito-Lay & J&J: Brand & Customer Insights
22:30 - Transitioning to Financial Services & Small Business Strategy
30:45 - The Role of Training in Leadership & Brand Building
38:10 - Balancing Performance Marketing & Long-Term Brand Strategy
45:55 - AI, Innovation & Staying Ahead of the Curve
52:20 - Sustainability & Brand Purpose in Financial Services
58:10 - Final Thoughts & Advice for Future Leaders
🚀 SUPPORT & CONNECT:
Digital Surgeons Website: https://digitalsurgeons.com
TikTok: https://www.tiktok.com/@digitalsurgeons
Instagram: https://www.instagram.com/digitalsurgeons
LinkedIn: https://www.linkedin.com/company/210497/
#marketing #leadership #brandbuilding
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