Uncensored CMO Unilever Brand Building Masterclass with Esi Eggleston Bracey, CMO
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Dec 3, 2025 Esi Eggleston Bracey, Chief Marketing and Growth Officer at Unilever, shares her remarkable journey from biomedical engineering to leading global beauty brands. She emphasizes the importance of merging creativity with data-driven marketing, highlighting how emotions drive consumer purchases. Esi introduces Unilever's SASSY framework for building brand desirability and discusses innovative campaigns like Dove’s Change the Compliment and Vaseline Verified. She also delves into the role of AI in marketing and how to nurture future billion-euro brands.
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Emotion Versus Function In Brand Building
- Unilever emphasizes emotion while P&G emphasizes function when building brands.
- Cultural differences shape how brands connect with people and purpose.
Prove Marketing ROI To Grow Budget
- Prove marketing drives demand and measurable return before asking for more budget.
- Invest for short, mid and long-term impact and use tools to measure ROI across timelines.
CMO As Change Leader
- The CMO role is heavily focused on change management and cross-functional coordination.
- Driving clarity, inspiration and providing tools helps the organization execute brand-driven change.