Chelsea Whitaker

Head of Media & Influencer Marketing, Europe at Flora Food Group (4.5k+ employees)

Chelsea Whitaker is Head of Media and Influencers at Flora Food Group (Blue Band, Becel, Rama, Violife, etc) where she works at the intersection of global brand strategy, cultural insight, and creator-led marketing across Europe. With experience spanning global platforms, local market execution, and influencer ecosystems, Chelsea specializes in turning big brand ideas into work that feels deeply local, emotionally resonant, and made for modern social behavior. She has led multi-market campaigns across diverse heritage brands, building systems that balance creative freedom with strategic rigor. Chelsea is passionate about helping brands move from “global control” to cultural participation - and designing brand assets that creators actually want to use.

2:00 - 2:30 pm

Tuesday 21 April 2026

From Global Campaign to Local Obsession: Making Brands Feel Native Everywhere

How do you scale a single creative idea across 10 markets for a global FMCG brand? Keeping each countries own food culture, humor, rituals, and emotional triggers - all while driving sales in a struggling category? In this session, Chelsea Whitaker shares how Flora Food Group is rethinking global brand building through a radically local lens. Working across heritage brands like Rama and Blue Band, the team has developed a model rooted in one powerful human insight, executed through highly localized brand assets and creator-led storytelling. You’ll get a behind-the-scenes look at how global consistency and local creativity can coexist - how influencers become cultural translators, how assets are designed to flex (not fracture), and how brands earn relevance market by market