15 Minutes With… Marianne Radley, Managing Director, Marketing, for Smithfield Foods

Contributed by Smithfield Communications Department (September 16, 2025)

Marianne Radley, managing director of marketing for Smithfield Foods, is leading the charge in redefining how consumers connect with pork. With a focus on brand strategy and consumer engagement, Marianne is steering the Smithfield brand into a fresh, flavorful era – one that speaks directly to new and younger audiences. 

WIA Today spoke to Radley to learn more.

1). You’ve held various marketing leadership roles at major food and beverage companies, including your current role at Smithfield Foods. Tell us more about your career path and background.

I’m currently the managing director, marketing for Smithfield Foods, where I lead brand strategy, consumer engagement, strategic partnerships and support product innovation. I graduated from Clemson University, and my professional career then began at Anheuser-Busch. Over the years, I’ve held various marketing leadership roles at brands like Monster Energy, Yum! Brands and Smoothie King. Each role taught me something unique about consumer behavior and brand-building that I’ve transferred to all my subsequent positions.

Beyond the corporate world, I also served as CEO of the Boys & Girls Club of Collin County in Texas for nearly three years. The organization was facing significant financial challenges when I joined during the pandemic, but we managed to transform the organization and expand the number of clubs and kids served. That experience deeply shaped my perspective on leadership and the power of purpose-driven work.

2). Your recent big achievement at Smithfield includes launching the bold and witty “We Speak Pork” campaign aimed at younger consumers. What inspired this creative direction, and how do you see it evolving over time?

“We Speak Pork” was born out of a desire to connect with younger consumers – Gen Z and millennials – who crave authenticity and personality in the brands they support. We wanted to cut through the noise with a voice that’s bold, witty and approachable. The goal was to shift pork from being seen as a commodity to a lifestyle choice.

This campaign is more than just a one-off activation, too. We've developed a multi-channel brand platform where we’re leading with a digital-first storytelling approach creating snackable, meme-worthy content and planning immersive, experiential activations, including an exciting upcoming launch in October. We're refreshing the brand while honoring Smithfield’s heritage and commitment to quality and continuing to show up in culturally relevant ways.

3). The “We Speak Pork” campaign takes a fun, humorous approach to connect with modern consumers. How did you ensure the tone resonated with your target audience while staying true to Smithfield’s brand heritage?

We saw an opportunity to reintroduce Smithfield with a brand personality that’s fun, authentic and approachable, while still reflecting our heritage and dedication to quality. The tone had to feel fresh but also grounded in who we are. The “We Speak Pork” brand platform does exactly that.

4). You’ve worked across different industries ranging from beverages to restaurants to protein. What core marketing principles have remained constant throughout your career?

Across every brand I’ve worked on, a few principles have always held true:

1. Know your consumer. Understand and learn what motivates them, what they value and how they live.
   

2. Build brand authenticity. Consumers can sense when a message isn’t true to a brand’s DNA.
   

3. Speak in a language your audience understands. Don’t overcomplicate the message.
   

4. Focus on telling stories with impact. Great marketing creates emotional connections and fits into consumers’ lifestyles.
   

5. Stay curious and challenge the status quo.

I always try to view creative work from the consumer’s perspective by stepping back and asking, “How would someone unfamiliar with this brand see it?” This brief pause can make all the difference when launching a new brand initiative or campaign.

5). What advice would you give to emerging marketers facing challenges in fast-paced, high-stakes environments?

First and foremost, stay anchored in the consumer. They never lie. Second, high-stakes environments reward bold swings, creativity and courage but they also demand listening, quick learning and adaptability, especially if your idea doesn’t land the way you expected or hoped. It’s essential to build resilience, stay calm under pressure and collaborate effectively if you want to succeed in marketing.

Editor's Note: Many thanks for the continued support from Smithfield as a sponsor of the annual Women in Agribusiness Summit. Visit with them at this year's Summit, September 22-24 in Orlando, Florida. Learn more at www.womeninag.com/usa.