A CMO's Perspective: Catriona Mantle at Arla

In this session, Catriona Mantle, Marketing Director at Arla Foods, offered a candid look at what it means to lead with purpose, creativity, and resilience in one of FMCG’s most scrutinized roles. Over her 15-year journey at Arla, Catriona has navigated everything from butter and cheese to the challenges of elevating milk, a highly commoditized category, into something people care about. Under her leadership, bold innovations like Cravendale, Lactofree, and Barista milk have redefined norms, adding £400M in value to the category.

But for Catriona, success isn’t just commercial, it’s deeply personal. As part of a farmer-owned business, every marketing decision she makes is tied to the livelihoods of real people, driving a relentless focus on efficiency and impact. Her leadership style reflects that balance: trusting her team, letting go of micromanagement, and focusing on enabling others to thrive.

Whether she’s clocking 100km of running every month or championing a long-standing brand like Lurpak, Catriona brings energy, empathy, and bold thinking to everything she does - proving that great marketers aren’t just brand builders, but culture shapers too.