CPO Rising Series: Altria CPO on Driving Customer-Centric Transformations

What do product leaders need to consider when driving customer-centric transformations? In this episode of the CPO Rising Series hosted by Products That Count Resident CPO Renee Niemi, Altria CPO Olivier Houpert speaks on his mission to transform the company and create a new product portfolio that goes beyond nicotine. Olivier shares his background, including his 30+ years at Procter & Gamble, and explains how he is leveraging Altria’s core competencies to develop innovative solutions that “elevate the everyday” for consumers. He discusses the importance of a strong company purpose, the process of prioritizing new product ideas, and the role of experimentation and consumer research. Olivier also provides insights into his approach to personal growth and the team, as well as his perspective on the impact of AI and Gen AI on product development. This conversation offers a glimpse into the strategic leadership and consumer-centric mindset driving Altria’s transformation.

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Show Notes:

1. Olivier Houpert’s background – 30+ years at Procter & Gamble, now Chief Product and Innovation Officer at Altria.
2. Altria’s new company purpose: “Elevating the everyday, one moment at a time.”
3. Olivier’s focus on accelerating Altria’s transition to smoke-free and non-nicotine products.
4. Leveraging Altria’s core competencies in areas like inhalation technologies, flavor management, and formulation.
5. Driving customer-centric transformations means prioritizing product ideas based on solving strong consumer problems and the intensity of consumer liking.
6. The importance of consumer research, including observing consumers in the field and using facial expressions.
7. Embracing experimentation and learning from failures, as exemplified by Olivier’s work on Pringles.
8. Defining career-defining moments, such as Olivier’s realization of the impact of consumer products at a dinner party.
9. Cultivating a culture of curiosity and constantly questioning the status quo.
10. Encouraging team members to experiment, fail fast, and learn from their experiences.
11. Olivier’s personal growth strategies, including reading, attending trade shows, and networking with other innovation leaders.
12. The transformative potential of AI and Gen AI in product development, from consumer research to formulation.
13. Altria’s investment in Gen AI, including the development of Altria GPT and employee training.
14. Belief that AI will replace some tasks but also create new job opportunities.
15. Leveraging AI to increase productivity and free up time for higher-value tasks.
16. Importance of embracing technological advancements to stay competitive in the industry.
17. Altria’s consumer-centric approach to innovation, focusing on solving real consumer problems.
18. Olivier’s passion for making a positive impact and leaving a legacy through his work.
19. Emphasis on the need for continuous learning and adaptation in the face of industry changes.
20. Renee’s recognition of Olivier’s strategic leadership and consumer-centric mindset.