Show Notes
Chances are, one of the 400 household brands today’s guest oversees is sitting somewhere in your home right now. Maybe it’s Dove in the shower, Vaseline in the drawer, or Hellmann’s mayo in the fridge. Leandro Barreto is the Global Chief Marketing Officer of Unilever, a nearly 100-year-old company behind brands used by billions of people around the world.
From the award-winning “Vaseline Verified” campaign to creator-led marketing strategies and partnerships with Arsenal Football Club, this episode of Frontier CMO unpacks what it’s like to be a CMO leading through an AI transformation aimed at building “desire at scale.”
Want to know what the future of marketing actually looks like inside one of the biggest consumer brands in the world? This one’s for you.
00:00 Can AI Create Human Insight?
01:01 Meet Unilever’s Global CMO
03:00 The Power of Purpose-Led Brands
05:00 Why Creativity Is Still Human
07:00 The Vaseline Love Story
09:00 Marketing’s Evolution at Unilever
11:00 Dove and Cultural Relevance
13:00 How Unilever Tracks Culture
15:45 The Vaseline Verified Phenomenon
19:30 Social Commerce & New Growth
20:00 The Biggest Brand Mistake
22:00 AI and the Future of Marketing
26:00 Big Ideas + Content at Scale
27:45 Leading AI Transformation
29:00 Signal vs. Noise
31:30 Three Marketing Lessons to Remember
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