Unilever Chief Growth & Marketing Officer On Winning Hearts, Minds—And Machines
Forbes
2025-08-04
Views 73
In this conversation with Esi, we covered a lot of ground but kept coming back to some fundamental truths about desire, reach, engagement, and conversion. Esi’s been a CEO, GM and President and she brings all that and more to our conversation and everything she does as a marketing and growth leader.
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0:00 - Introduction: Why Marketing & General Management Are the Same
2:48 - Desirability: From Luxury Goods to Fabric Softener
5:04 - The Difference Between Desire and Preference
8:26 - The 'Naked Bottle Dance': Adding Value to a Commodity
11:30 - How to Measure Desirability & Brand Value
14:04 - The Old Marketing Funnel is Dead: Welcome to the 'Many-to-Many' Model
17:09 - The Two Fundamental Questions for Every Marketer
18:24 - The Power of Consistency: Lessons from Dove's 20-Year Campaign
20:49 - How to Explain Marketing to Your CEO
24:02 - Marketing vs. Selling: What's the Difference Today?
28:50 - How to Build Brands at Scale in a Social Media World
32:53 - Why We're Betting Big on the Creator Economy
36:31 - Marketing in the Age of AI: Capturing Hearts & Machines
40:20 - Why 'Growth' Belongs in the CMO Title
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0:00 - Introduction: Why Marketing & General Management Are the Same
2:48 - Desirability: From Luxury Goods to Fabric Softener
5:04 - The Difference Between Desire and Preference
8:26 - The 'Naked Bottle Dance': Adding Value to a Commodity
11:30 - How to Measure Desirability & Brand Value
14:04 - The Old Marketing Funnel is Dead: Welcome to the 'Many-to-Many' Model
17:09 - The Two Fundamental Questions for Every Marketer
18:24 - The Power of Consistency: Lessons from Dove's 20-Year Campaign
20:49 - How to Explain Marketing to Your CEO
24:02 - Marketing vs. Selling: What's the Difference Today?
28:50 - How to Build Brands at Scale in a Social Media World
32:53 - Why We're Betting Big on the Creator Economy
36:31 - Marketing in the Age of AI: Capturing Hearts & Machines
40:20 - Why 'Growth' Belongs in the CMO Title
Fuel your success with Forbes. Gain unlimited access to premium journalism, including breaking news, groundbreaking in-depth reported stories, daily digests and more. Plus, members get a front-row seat at members-only events with leading thinkers and doers, access to premium video that can help you get ahead, an ad-light experience, early access to select products including NFT drops and more:
https://account.forbes.com/membership/?utm_source=youtube&utm_medium=display&utm_campaign=growth_non-sub_paid_subscribe_ytdescript
Stay Connected
Forbes newsletters: https://newsletters.editorial.forbes.com
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More From Forbes: http://forbes.com
Forbes covers the intersection of entrepreneurship, wealth, technology, business and lifestyle with a focus on people and success.
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