Esi Eggleston Bracey is the Chief Marketing and Growth Officer of Unilever. Esi joined the company in 2018 and has served as President of Unilever USA and CEO of Personal Care in North America. Prior to this, she led their $5 billion Beauty & Personal Care portfolio for North America as EVP and Chief Operating Officer which included responsibility for brands such as Dove, TRESemmé, Suave, Vaseline, Degree, Axe and more. There's a reason why this is a brand building masterclass
Esi has been recognised with many industry awards including being named as one of Forbes World’s Most Influential CMOs, a Forbes Entrepreneurial CMO 50, Women’s Wear Daily Marketer of the Year, ADCOLOR Legend, Ad Age Vanguard Award and more.
Timestamps
00:00 - Intro
00:54 - From P&G to Unilever, Esi’s career journey
03:09 - How important is breadth of experience as a marketer
04:54 - How to increase your marketing budget
07:45 - Why Esi has growth in her title and not just Chief Marketing Officer
08:36 - The most surprising thing about running 400 brands
10:37 - What skills do marketers need to be successful today?
12:08 - Esi’s thoughts of AI in marketing
17:14 - How to win the hearts of your consumer
19:48 - Unilever’s SASSY framework for winning hearts and minds
21:45 - Why we buy more when we feel more
23:27 - The secret behind the groundbreaking Dove marketing
26:45 - Why Uniliver are spending 50% of media on social and 20x spend on creators
29:18 - How the Vaseline Verified campaign took off
30:37 - Unilever’s framework for successful social media campaigns
32:29 - Applying the SASSY Framework to innovation
35:19 - Unilever’s collaboration with Crumbl Cookies
37:42 - How Unilever uses AI
39:45 - Which Unilever brand would Esi buy?
41:46 - The power of consistency
42:43 - How do you nurture the next $1b portfolio brand
