Uploaded June 2026 | Updated September 2026, 2 weeks ago
In this episode of Frontier CMO, host Josh Spanier sits down with Unilever's new Global CMO, Leandro Barreto, to unpack how he manages a multi-billion dollar marketing budget across 400 household brands (like Dove, Hellmann's, and Vaseline) while building "Desire at Scale" in an AI-powered world.
There are three key lessons for marketers here: First, stop trying to build worlds. Instead, identify active community conversations where you have genuine authority to participate. Second, say no. Brand consistency is defined by what you say no to. And third, touch the spots other brands don’t. True relevance lives in the unfiltered details of real human lives.
Catch the full conversation: youtu.be/C9D7C1DNkXY?si=-95nNRHytA3Pqi_g
In this episode of Frontier CMO, host Josh Spanier sits down with Unilever's new Global CMO, Leandro Barreto, to unpack how he manages a multi-billion dollar marketing budget across 400 household brands (like Dove, Hellmann's, and Vaseline) while building "Desire at Scale" in an AI-powered world.
There are three key lessons for marketers here: First, stop trying to build worlds. Instead, identify active community conversations where you have genuine authority to participate. Second, say no. Brand consistency is defined by what you say no to. And third, touch the spots other brands don’t. True relevance lives in the unfiltered details of real human lives.
Catch the full conversation: youtu.be/C9D7C1DNkXY?si=-95nNRHytA3Pqi_g
