From Global Giant to Nutrition Pioneer
An In Person, live & virtual discussion with
Brian Groves
Chief Marketing Office, Health Science
Click Here to register (required) or Scan the QR code
Join us for a free live class featuring insights about Nestlé, the largest food company in the world, serving over 2 billion consumers globally, more than any otrher company, and dedicated to advancing health and nutrition. Brian Groves, Chief Marketing Officer of Nestlé Health Science, will share his expertise from over 30 years in performance marketing and brand management, having significantly influenced the marketing strategies of leading global companies.
Before joining Nestlé in 2023, he served as Vice President for Global Clients and Categories at Meta, where he managed global revenue and strategic partnerships. His career also includes key marketing roles at Pfizer and Johnson & Johnson.
This in-person event at NYU promises an engaging discussion, so reserve your spot now for insights from Brian Groves.
The discussion will be moderated by George Benaroya Global CFO and Faculty at NYU SPS.
About Brian Groves (Bio provided by the company)
Brian Groves serves as the Chief Marketing Officer at Nestlé Health Science. In this role, he leads a team across a variety of functions including Brand Management, Content Creation, Creative Excellence, Research, Insights and Analytics, Customer and Channel Development, and Partner Development. Together with his team, Brian drives business growth and customer satisfaction, delivering on the organization’s digital media and marketing strategy with a primary focus on accelerating digital capabilities and activation.
With more than 30 years of experience in performance marketing and brand management, Brian’s strategic leadership skills make him a highly valuable addition to Nestlé Health Science team. Brian plays a critical role in accelerating the growth and evolution of the organization’s dynamic wellness and nutrition portfolio, empowering patients and consumers to lead healthier lives.
Prior to joining Nestlé Health Science, Groves served as Vice President for Global CPG Clients and Categories at Meta, formerly known as Facebook, where he was responsible for global revenue, strategic partnership growth, and go-to-market strategy for Meta’s CPG vertical. Prior to joining Facebook in 2014, Groves served as U.S. CMO for Pfizer Consumer Healthcare and held brand management and leadership roles at Callaway Golf Company and Johnson & Johnson Consumer Healthcare.
Brian earned his bachelor’s degree in History from Boston College and his MBA in Marketing from New York University Stern School of Business.
Questions received so far.
| Nestlé Health Science’s underlying trading operating profit margin decreased by 160 basis points in 2023, primarily due to temporary supply constraints in the vitamins, minerals, and supplements business. What marketing strategies will be employed to rebuild consumer trust and regain market share once these constraints are resolved? |
| With a diverse portfolio including Garden of Life, Pure Encapsulations, and Vital Proteins, how does Nestlé position each brand to serve distinct consumer needs? Are there cross-promotional strategies or shared resources, like research or distribution, that drive growth? |
| Given Nestlé Health Science’s position as a wellness-focused organization, maintaining consumer trust is of utmost importance, especially when introducing new products or initiatives. In light of the recent launch of www.glp-1nutrition.com, a website designed to support consumers seeking nutritional solutions during weight loss journeys involving GLP-1 medications like Ozempic, how does Nestlé Health Science’s marketing strategy address potential consumer concerns about the authenticity and value of this initiative, especially considering the company’s background in the food industry. |
| Nestlé’s annual purpose for 2023 is to “Unlocking the power of food to enhance quality of life for everyone, today and for generations to come”. I believe you and your team have crafted multi-channel marketing strategy. So, how do you assess the impact of these marketing strategies on the financial side? For example, do you have specific metrics to measure whether they are successful? |
| Given Nestlé’s extensive sustainability commitments, such as net-zero emissions and regenerative agriculture, how does the company ensure these initiatives continue to create shared value for both stakeholders and shareholders? In other words, how does Nestle balance corporate social responsibility with profitability? |
| With a reported reduction in sales by 4.1% due to foreign exchange in nine-month sales for 2024, in what ways has the company adjusted its cost structure or operations to balance the effects of negative foreign exchange rates without compromising on product quality or marketing budgets? |
| Given Nestlé’s emphasis on responsible sourcing and deforestation-free supply chains, how are these sustainable actions highlighted in marketing strategies to reinforce brand trust amidst decrease in market demand and current currency fluctuations? |
| Powdered& liquid beverages occupied the largest proportion of Nestlé’s 9-month sales in 2024. For many people, the first thought come to mind when mentioning Nestlé is your coffee. As healthy lifestyle is widely accepted nowadays, how did Nestlé manage to rebuild its brand image as a giant in health products? |
| Nestlé’s global reach and brand diversity are impressive, and I’m interested in how the company taps into diverse perspectives within its marketing teams. For international students, particularly those with a background in marketing, how does Nestlé view the contributions they can bring to brand strategy and consumer insights? Additionally, are there specific programs or mentorship opportunities that help international marketing students transition effectively into Nestlé’s corporate culture and global marketing initiatives |
| I’ve known about Nestlé since I was a kid, growing up in China. It’s a brand that’s always been present in major urban centers like Beijing and Shanghai. While these cities often take the spotlight, I’m curious about Nestlé’s plans for lower-tier cities, where consumer preferences and purchasing power can differ significantly. How does Nestlé approach expansion in these regions? Are there specific product lines or marketing strategies tailored to meet the unique needs of these diverse markets? |
| Given Nestlé’s growth strategy, one is expanding alternative proteins, and the company is continuing to explore new concepts for dairy alternatives, so what did you do to make the consumers believe alternatives are good and trust Nestlé? |
| With the global health and wellness market projected to reach $1.5 trillion by 2025, how is Nestlé Health Science adapting its product portfolio to meet the evolving preferences of consumers towards personalized nutrition and functional foods? |
| In a recent survey, 70% of consumers reported that they prefer brands that utilize digital tools for personalized health solutions. How is Nestlé Health Science leveraging digital health technologies to enhance customer engagement and improve health outcomes |
| Given the increasing importance of digital channels in consumer engagement, how is Nestlé leveraging data analytics and social media to connect with younger consumers and enhance brand loyalty? |
| With your extensive background working with Global CPG Clients at Facebook/Meta, how do you approach social media marketing to engage and build trust with consumers at Nestlé Health Science? |
| What are the differences between working for Global CPG Clients and Categories at Facebook and working at a more specialized health-focused company like Nestlé Health Science? Compared to other consumer products such as food and beverages, what are the unique aspects or challenges of marketing strategies for health science products? |
| There is a wide range of brands under Nestle Science Health, as Chief Marketing Officer, how do you create different marketing strategies for different brands within the overall marketing framework? What strategy do you use to allocate marketing resources among these brands? |
| You earned a BA in History as an undergraduate. What inspired you to switch from studying history to a career in marketing? Were there any particular experiences or insights that influenced your decision? |
| Competitors like Danone and Unilever have increased their investment in plant-based and functional foods, swiftly launching new products aligned with health trends. How does Nestlé maintain its competitive edge in this rapidly growing field through product differentiation? What measures does Nestlé take to ensure the accuracy of its innovation direction in market trend forecasting and understanding consumer demands? |
| In recent years, Nestlé has acquired several health food brands such as Aimmune to expand its product line. In the increasingly competitive health food and dietary supplement market, which areas will Nestlé’s future mergers or partnerships likely focus on?Are there specific health sectors or emerging markets that Nestlé is particularly interested in? |
| As the chief Marketing Officer of Nestlé, what a typical day looks like for you? |
| The Global FoodBanking Network (GFN) is one of the nonprofit organizations that Nestlé collaborates with, has Nestlé ever decided to expand it geographically in 2024? And what are the biggest challenges for Nestlé to face? |
| Getting 100% reusable packaging is always one of Nestlé’s goals, how long you think it will take to achieve it? What can be the most difficult factor when you implement this plan? |
| Nestlé has over 10,000 products and 2,000 brands. What makes Nestlé so successful? What are your favorite products from Nestlé? |
| Based on Nestlé’s annual reports in recent years, and the brand’s investments in health, how does Nestlé plan to expand its portfolio in health sciences over the next few years, particularly in response to emerging health needs and consumer demands? |
| What specific sustainability initiatives do you think Nestlé should prioritize in its Health Sciences product line to have a meaningful impact on environmental sustainability? This includes the selection and sourcing of raw materials to their subsequent end-of-life disposal. |
| What specific strategies has Nestlé implemented to transition from being recognized as a global food giant to becoming a pioneer in nutrition and health science? |
| Since Nestlé continues to expand its portfolio and focus on sustainability, what strategies are being implemented to ensure that the company’s growth aligns with environmental and ethical standards, especially in emerging markets? |
| How is Nestle planning to address inflationary pressure on raw materials and operational cost, and what impact is this likely to have on profit margin? |
| When we metion the brand “Nestle”, we normally associate it with coffee or chocalate. However, Nestle launched infant nourishment recent years. I want to ask whether or not the original brand image would have negative influence to the new product or positive influence because customers tend to familier with your brand. |
| What marketing strategy or campaign from your time at Nestle Health Sciences are you most proud of? |
| With sales declining in the last two years compared to 2022, what steps has Nestlé taken to address this challenge and how does it plan to achieve growth in the future? |
| In the Chinese market, facing the price war in the coffee industry, will Nestlé participate in price competition or explore other development paths to enhance its market competitiveness? |
| Sustainable and purpose-driven marketing campaigns are increasingly popular but often come with higher costs. How does Nestlé evaluate the financial trade-offs between sustainability-driven marketing and traditional approaches? What are the expected long-term financial benefits? |
| Considering your transition from working with a global corporation to becoming a pioneer in the nutrition field, what were the most challenging shifts you encountered? And how do you believe these challenges might shape the future of the industry? |
| Which marketing campaign for Nestle was your favourite and why? |
| As more consumers prioritize health and wellness in their food choices, how is Nestlé evolving its products and marketing to meet these demands toward transparency and nutrition. |
| In the increasingly competitive food market, how does Nestlé incorporate sustainability concepts into its brand marketing to attract younger consumers? |
| What are the most important elements for a start-up company, and how to maximize the effectiveness of advertising spending |
| Nestle’s sales have fallen this year, hit by falling consumer demand in the United States and high inflation. What good measures can be taken to cope with the decrease in demand to increase sales? Is it a good idea to launch new products? |
| As a traditional food company, what marketing opportunities led Nestlé to establish the Health Science Division, to develop and launch nutritional products? How are Nestlé’s nutritional products positioned differently from those of established health supplement companies, and why might customers prefer to buy Nestlé’s nutritional products? |
| I noticed that within Nestlé Health Science brands, several brands serve similar health functions. For example, Nutrisource® Fiber, Gard, and Fiber Choice all offer products for digestive and gut health. Since most consumers are likely to purchase only one product targeting gut health, how does Nestlé manage the marketing of similar health-function products to ensure they complement rather than compete with each other? |
| Given the stringent regulatory environment and ethical considerations surrounding the medical nutrition industry, how do you balance the need for effective marketing with strict regulatory requirements and ethical guidelines in the industry? |
| After experiencing supply chain issues in 2023, Nestlé Health Science’s VMS business has rebounded with double-digit growth. What was the overall strategy to win back the consumers and what key lessons were learned from these challenges? |
| As the popularity and use of GLP-1 drugs continue to grow, there is a corresponding increase in demand for the vitamins, minerals, and supplements. How does Nestlé plan to capitalize on this growing need? |
| What’s the key to building trust with Nestle’s customers? |
| Although Nestle achieve pricing growth of 4.8%, real internal growth turned negative. What factors do you think are driving this difference? In its strategy of balancing pricing and volume growth, how does Nestle Health Science meet consumer demand while maintaining product competitiveness? |
| Sales in North America declined, while Europe and other regions posted growth. With such regional differences, how does Nestle Health Science adapt its marketing and supply strategy to meet the needs of different markets? Is there a specific growth strategy for the future to restore North American market performance? |
| What are some of the unique challenges of promoting health science products digitally compare to traditional promotion? |
| What strategies do you find most effective in using digital transformation to enhance customer engagement, especially in the health and wellness sector? |
| How does a brand balance its global brand identity with local market adaptations? Can you provide some successful examples of this “glocal” approach? |
| How does Nestlé Health Science ensure that consumer insights from regional markets directly influence global product innovation? |
| Nestlé initially started by producing infant food but became globally renowned for its instant coffee, maintaining diversified product lines nowadays. Do you think business transformation is essential for a company’s success? |
| How do brands like Garden of Life, Pure Encapsulations, and Vital Proteins meet the needs of their respective consumers through different market positioning? Are there shared resources or cross-marketing strategies to drive growth? |
| How is Nestlé leveraging data analytics and emerging technologies like artificial intelligence to better understand market trends and consumer needs? What are the key focus areas for Nestlé’s marketing department in the field of digital marketing over the next few years? |
| What’s been the biggest shift you’ve seen in moving from traditional to digital marketing, especially in an industry like health science where credibility and accuracy are essential? |
Please submit them by registering for the event
Finance for Marketing Decisions
This is part of the Finance for Marketing Decisions class taught by Benaroya. In this class, students learn about Finance by choosing a company and acting as if they were the company’s financial executives. Each week, they decide whether to increase prices, reduce headcount, go public, and expand into new markets. Senior executives join as Guest Speakers to share how they make business and career decisions.
About the series
These talks are offered as part of the Leading Global Growth series from NYU’s School of Professional Studies, and managed in coordination with NYU SPS Integrated Marketing & Communications, within the Division of Programs in Business.
Other speakers during the month of April 2024: Microsoft