Ad Age is the leading global source of news and insights for the advertising and marketing industry. They have recognized Suzanne Fanning, CMO of Wisconsin Cheese/EVP of Dairy Farmers of Wisconsin, as one of its Leading Women of 2024. The 2024 list of Leading Women shines a spotlight on a group that is leading the charge for positive change in the industry and finding success in the process.
Fanning’s Affect On Cheese
In her role, Fanning leads marketing for the state’s dairy industry. The industry has a $45.6 billion economic impact on the state and affects more than 150,000 jobs. In Wisconsin, 90% of the milk produced is used to make cheese. Of the cheese produced, 90% is exported outside of the state, so the DFW team focuses heavily on marketing cheese nationwide and globally.
“From the day she arrived in 2018, Suzanne set out to make a difference in the lives of the dairy farm families. As well as provide a much-needed voice to the cheese companies in our state,” says Chad Vincent, CEO of Dairy Farmers of Wisconsin. “She’s put Wisconsin Cheese on the map, and we’re incredibly fortunate to have someone like Su Fanning in our organization.”
This Year’s Activities
This has been a banner year for Fanning and the DFW team. Key ways they drove results while telling the Wisconsin Cheese story in 2024 include:
· Launching a three-day Art of Cheese Festival. Which attracted 10,000 foodies from 26 states, driving a 46% lift in sales.
· Leading an ambitious project to develop over 700 pieces of new marketing content. Which earned over 11,000 Page 1 Google rankings and setting a new website record.
· Helping to bring season 21 of Bravo’s Top Chef to Wisconsin with an impressive brand integration. As well as a new ad campaign to bring awareness to Wisconsin Cheese and the high-quality culinary experiences the state offers.
· Driving $77 million in earned media with placements in Food & Wine Magazine, Saveur, Yahoo Life, USA Today, Tasting Table, NBC, and more.
· Building positive word of mouth via Cheeselandia, a community of thousands of unpaid brand ambassadors that drove online and offline conversations and hosted events nationwide (named best influencer community in the country).
· Designed the Wisconsin Cheese retail campaigns that were featured in over 8000 stores nationwide.
· Growing enrollment by 150% in their world-class professional cheese education program. This program is called Cheese State University. Also earning an ANA Channel Partnership Marketing award.
Fanning’s Accomplishments
Over the course of her career, she has tripled sales and increased social engagement by 4000%. She has also broken a Guinness World Record, built award-winning communities and developed global advertising campaigns.
Fanning won Fiskars’ Global Achievement Award in Helsinki, Finland, for making the biggest worldwide impact on the business. She was recognized with a People’s Award, reserved for professionals who have raised the bar in the food industry. Fanning also had PRNews name her a Top Woman in PR; and the International Dairy, Deli and Bakery Association named Suzanne a Legendary Champion of Change. Fanning is a published author and speaker. She also serves as a board member for the International Dairy, Deli and Bakery Association. As well as being a board member for the Wisconsin Restaurant Association Education Foundation. Fanning is past president of the Word of Mouth Marketing Association.