Underrated CPG strategies with Jordan Howell, Sr. Brand Director @ Splenda

Jordan Howell’s tips on strengthening your brand and facing cultural headwinds.

You can always count on a sweet meetup when Splenda’s Sr. Director of Marketing Jordan Howell is in the building. Known for his strong data skills, Jordan is trailblazing a new era of social for Splenda after epic stints as Global Marketing Director for brands like Glade and Ziploc at SC Johnson. Plus, his confidence navigating consumer pushback has led him to notable marketing wins across four continents.

Must-hear moments for this episode include: How to turn cultural headwinds into tailwinds, why data should be the backbone of any brief, and how his team reacted to Nicholas Spark’s viral chicken salad recipe. Yes, it contains 16 packets of Splenda.

What you’ll learn in this episode: 

• The challenges of being well-known for one product despite a full portfolio

• Why chemistry is critical in every client agency relationship

• Why data serves as a strong foundation for any brief 

• How Jordan’s global experience shaped his marketing POV

• How Splenda is navigating the “Make America Healthy Again” movement 

• How brands can leverage viral social media mentions

• How  Splenda built trust within the diabetic population

• The most iconic campaigns Jordan led at SC Johnson and Crayola 

 Resources:

• Learn more about Splenda on their website

• See Nicholas Spark’s viral chicken salad recipe

• Connect with Jordan on LinkedIn