Empathy, Innovation, and Leadership: A Deep Dive with Yashna Chowdhury, Head of Marketing, Arla Foods Bangladesh6 min read
In today’s fast-evolving marketing landscape, where algorithms dominate and consumer preferences shift by the second, certain leaders remind us that the soul of great marketing remains empathy. One such leader is Yashna Chowdhury, the dynamic Head of Marketing at Arla Foods Bangladesh.
In an exclusive conversation with Markedium, Ms. Yashna shares her journey — from a surprising start in news presenting to becoming a Head of Marketing in a global organization, Arla Foods Bangladesh. She dives deep into Dano’s enduring success, the future of dairy in Bangladesh, the evolving consumer psyche, and her vision for inclusive, innovation-driven workplaces.
Here’s our refined understanding from the conversation:
From Newsroom to Boardroom
Though her academic journey at IBA, University of Dhaka, was firmly rooted in marketing, Yashna’s first professional chapter began in the newsroom. Initially seeking extracurricular exploration, she ventured into news presenting — a side pursuit that soon evolved into a nine-year career across Channel One and NTV.
Yet, her true passion always lay in brand building. Alongside news presenting, Yashna carefully built her corporate career, setting the stage for her eventual leap into marketing leadership.
The Secrets Behind Dano’s Legacy
What drives Dano’s longstanding success in Bangladesh? For Yashna, it boils down to two critical pillars: promise and consistency.
Arla’s value system emphasizes making the right promises to consumers — and, more importantly, honoring them without compromise. Over decades, Dano has built consumer trust not through grand gestures but through unwavering authenticity and reliability.
‘It stems from the fact that Arla, as an organization, upholds a strong value system and consistently drives its culture across all the countries where it operates,’ Yashna reflects.
Innovation at the Core
If authenticity is Dano’s heart, then innovation is its pulse. From being the country’s first full cream milk powder brand to democratizing dairy with fat-filled milk powder, Dano has consistently led the market.
Their innovations extend beyond products — from introducing sachet packaging to launching on-ground awareness programs about milk’s nutritional value.
More recently, Arla has expanded its portfolio with launches like Dano Delight (culinary milk powder), Arla Easy (milk powder for tea), and the Dano Ready UHT milk, marking their entry into the liquid milk segment.
“Innovation lies at the heart of our brand, and we consistently focus on understanding consumer needs and bringing the right solutions to market.,” Yashna states simply — a mantra that continues to guide their innovation pipeline.
Embracing the Evolving Dairy Landscape
As Bangladeshi consumers broaden their culinary horizons, Yashna sees a welcome shift: greater demand for diverse dairy offerings like cheese and butter, areas where Arla has global leadership.
“We are genuinely excited to see this trend materializing — something we had long predicted — and over the next few years, we plan to bring the right portfolio to meet these evolving demands,” she asserts.
Understanding the Modern Consumer
Today’s consumers, Yashna notes, are informed, quality-conscious, and aspirational. They are willing to pay a premium for products that improve their lifestyle.
Rather than viewing consumers through outdated stereotypes, she believes marketers must respect their knowledge, engagement, and evolving needs.
“I want to highlight about our consumers: they have a very strong aspiration for a better life. Their quality consciousness stems from this desire — they want the best they can afford within their budget,” she shares.
Brand Building vs Performance Marketing: A Balancing Act
For Yashna, brand building is the foundation. The emotional connection must come first — through authentic storytelling and purpose.
Once a brand establishes meaningful resonance, performance marketing then becomes a powerful tool to activate the value chain.
The Competitive Landscape and the Plant-Based Future
In an increasingly competitive dairy market, Yashna welcomes competition. It challenges brands to innovate, improve distribution, and create better choices for consumers.
Regarding plant-based dairy, she believes it remains niche — especially in Bangladesh. Arla, globally strong in traditional dairy, continues to focus on unlocking the untapped potential of milk-based nutrition.
Bangladesh’s Marketing Ecosystem: A Force in Its Own Right
Comparing Bangladesh’s marketing scene to India or the West is unfair, Yashna argues, given the differences in scale and resources.
Yet, within its context, Bangladesh has crafted powerful brands, creative campaigns, and consumer-centric innovations. “I think it’s a very thriving sector. And in my view, Bangladesh is in no way lagging behind,” she proudly states.
Data: A Double-Edged Sword
Data has transformed marketing — from broad-based advertising to precision engagement. However, Yashna warns that access to data demands greater responsibility.
Today’s marketers must not just gather data, but transform insights into solutions that genuinely matter to consumers. “It’s a major paradigm shift,” she notes.
Challenging Industry Clichés
Among industry trends, Yashna critiques the obsession with executing “360°” campaigns. Instead of spreading thin across all channels, brands must focus on where consumers truly are.
She also calls out the overuse of unsubstantiated claims like “Best in Class,” urging brands to uphold authenticity and trust.
Gen Z vs Millennials: A Fresh Perspective
Rather than pitting generations against each other, Yashna sees diversity as a strength. Both Millennials and Gen Z bring unique strengths that, when harnessed well, build resilient, future-ready teams.
To nurture Gen Z, companies must embrace different viewpoints, especially given their digital-native mindset.
Future Skills for Marketers
Two qualities, Yashna stresses, are crucial for future marketers:
- Data orientation — the ability to distill insights and act strategically.
- Curiosity — the drive to truly understand evolving consumer needs and design solutions proactively.
Navigating Gender Challenges
While some organizations are making strides toward inclusivity, the corporate world still sees high female dropout rates during life phases like marriage and motherhood.
For Yashna, success came from setting clear priorities, establishing strong boundaries, and building a support system — while rejecting the notion that seeking help is a weakness.
“Culture and mindset,” she emphasizes, “are more important than infrastructure alone in supporting women to thrive.”
She shares a deeply personal example: during a complicated twin pregnancy requiring two months of hospitalization, Arla fully supported her — allowing her to work remotely. It was a profound reminder that a nurturing culture makes all the difference.
Personal Inspirations and the Power of Empathy
When asked which brands inspire her, Yashna names Red Bull for redefining consumer engagement and Aarong for proudly representing Bangladesh globally.
As for how she defines herself?
“Empathy,” she says without hesitation. “It drives me to connect deeply, innovate meaningfully, and lead authentically.”
If given one superpower, Yashna would choose the ability to end global atrocities and genocides — a reflection of the depth of empathy that shapes both her leadership and her worldview.
You can watch the full interview here:
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