Esi Eggleston Bracey of Unilever describes her CMO role as the "change management officer," focusing on transforming the entire ecosystem to drive growth and innovation. Eggleston Bracey was interviewed at the Cannes Lions 2024 International Festival of Creativity by Business Insider.
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00:00It's a whole ecosystem that needs to transform.
00:07The best piece of advice I received when I became a CMO is to think about CMO as being
00:14the change management officer, not just a marketing officer.
00:20And for me it makes sense because I've come from the business, and I've been in general
00:23management for the past 20 years, definitely a marketing-centric general manager, but this
00:28is my first purely marketing role in 20 years, and so much so it's actually not a purely
00:35marketing role.
00:36I'm a chief growth and marketing officer.
00:39But what they mean by change management officer is there's so much going on in the world right
00:44now, and for CPG companies, marketing is at the core.
00:49Our brands are at the core, and for Unilever that's certainly the case.
00:53So to drive transformation and growth in our brands, it's a whole ecosystem that needs
00:58to transform.
01:00The future of content creation, the future of innovation, the future of performance marketing
01:05and productivity, or the future of growth marketing, that's change.
01:11It's not just a marketing-specific activity.
01:13So if I think about my role as the holistic business change that needs to happen to bring
01:18our brands at the center as the chief marketing officer, I say yes to that, and that's how
01:23I think about my role.