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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The SASSY Framework For Desire
- SASSY is Unilever's framework: Science, Aesthetics, Sensorials, Said By Others, and Young-spirited.
- The framework aligns product efficacy, experience, endorsement and modern tone to build desirability at scale.
Dove's 'Change The Compliment' Example
- The Dove 'Change The Compliment' work evolved consistency and used AI to optimize creative for emotional impact.
- AI helped test reactions and refine execution, but insight and storytelling originated from the team.
Shift To Many-To-Many Social Models
- Move from one-to-many broadcast to many-to-many social expression and creator voices.
- Let creators speak authentically and amplify the messages that resonate to maximize reach and conversion.