‘Desire at Scale’ with Unilever’s CMO Leandro Barreto

‘Desire at Scale’ with Unilever’s CMO Leandro Barreto

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

Mark Ritson on Why the Fundamentals Still Win

Teams are moving faster than ever, producing more content, running more campaigns, and optimizing everything. But without strategy, it’s mostly noise.  In this episode of Frontier CMO, Josh travels to London to sit down with Mark Ritson, brand strategist, former marketing professor, and advisor to companies like LVMH, Sephora, and Donna Karan, to talk about the state of marketing, which frankly is a mess.  Based on new global research, Ritson argues that most marketers don’t actually understand the fundamentals of marketing. In an AI-driven world, that’s about to matter a lot more.  Drawing on examples from brands like Apple, Nike, Target and Walmart, Ritson shares his hot takes on who’s getting it right, who’s getting it wrong, and why brand building is still one of the most misunderstood and undervalued parts of marketing.  They also get into what’s coming next and how to position yourself to stand out in an AI-driven marketing world.  No matter where you are in your career, this is what it takes to not get left behind. 00:00 – The Marketing Knowledge Crisis 04:09 – Has America Lost Its Marketing Edge? 05:31 – Why Creators and Brand Ads Work Together 09:24 – The Most Important Job of a CMO 10:13 – Strategy Before Tactics 13:08 – The Skills Marketers Need in the AI Era 15:43 – AI as a Marketing Superpower 18:10 – Walmart, Target & Great Positioning 21:25 – How to Build a Strong Brand Positioning 24:00 – What Founders Teach Us About Branding 27:19 – Mark Ritson's Biggest Marketing Mistake 37:18 – AI Clones, Digital Twins & The Future of Marketing

Inside Google’s Creative Frontier with Josh Woodward & Robert Wong

On this special episode of the Frontier CMO podcast, host Josh Spanier, VP of AI and Marketing Strategy at Google, sits down with two of the driving forces shaping the future of AI and creative: Robert Wong, head of Google’s Creative Lab, and Josh Woodward, head of Google Labs, Gemini, & AI Studio.  Together, they tell the story of how their teams of engineers and marketers came together to create Flow, a groundbreaking AI tool that is unlocking creativity and storytelling in marketing, Hollywood and beyond. Taped at Google Marketing Live, Google’s biggest marketing event of the year, this conversation offers a rare look at how Google is reimagining creativity in the age of AI. 0:00 – AI’s Creative Breakthrough Moment 2:05 – Mind-Blowing AI Projects & Experiences 4:15 – Building Gemini & What’s “Almost Possible” 6:15 – Bringing Soul & Humanity Into AI 7:20 – Staying Ahead in the AI Era 10:05 – Lowering Fear to Unlock Creativity 12:05 – The Frustrations & Limits of AI 15:05 – Why AI Still Needs Human Creativity 16:00 – Building Flow for Creative Professionals 20:05 – The Future of Personalized AI Tools 22:00 – The Best Google AI Tools to Try Now 25:05 – Why Great Creative Still Matters 26:00 – The AI Creative Renaissance Ahead

Beyond the Pitch: Inside Arsenal’s Global Fandom Playbook

Most football clubs are built around matchday but not Arsenal. As it enters its 140th year, the team in a lot of ways, is only just getting started.  In this episode of Frontier CMO, Josh travels to London to meet Juliet Slot, Chief Commercial Officer at Arsenal Football Club, on home turf to go inside the playbook behind one of the most engaged global fanbases in sports.  From the rapid rise of the women’s league to the clubs’ staying power of “cool,” Juliet shares why serving your fanbase is better than trying to sell them.  This conversation lands at a historic moment with the club reaching its first UEFA Champions League Final in 20 years and is within reach from capturing the Premier League title. As FIFA tournaments kick off around the globe, this is your front row ticket to exploring how one of the world’s biggest clubs is making its mark across platforms, geographies, and generations. 00:00 Arsenal’s Global Brand Philosophy 02:00 Serving Fans Beyond Match Day 04:10 Building a Modern Global Football Brand 06:00 Fashion, Culture & the Arsenal Identity 07:30 Personalization, Content & AI Strategy 09:40 Understanding Different Types of Fans 10:45 Measuring Real Fan Engagement 12:30 The Viral Women’s Football Dating Campaign 14:00 Fans as Co-Creators of the Arsenal Brand 16:30 Authentic Marketing vs. Over-Selling 18:40 Growing Arsenal Women Into a Global Business 22:45 Choosing the Right Brand Partnerships 24:20 Purpose-Driven Campaigns & “No More Red” 25:45 Creating One Unified Club Culture 27:00 Winning Beyond Trophies 29:20 The Future of Sports, Tech & Virtual Viewing 32:00 Why Arsenal Resonates Around the World 34:00 Final Lessons on Community & Long-Term Growth

Asmita Dubey on AI, Fragmentation, and the Future of Marketing

Marketing is entering its most complex era yet. AI is accelerating everything—but the real challenge is making sense of a system that is fragmenting faster than ever. In this episode of Frontier CMO, Josh Spanier sits down with Asmita Dubey, Chief Digital and Marketing Officer at L’Oréal Groupe, who leads digital transformation across the world’s largest beauty company. With more than 90,000 employees and dozens of global brands, Asmita is responsible for navigating how AI, data, and creativity reshape marketing at enterprise scale. The conversation explores why fragmentation defines modern marketing—from the consumer journey to the marketing organization itself—and how leaders must respond by building systems that scale learning. Asmita shares how L’Oréal has operationalized transformation through massive upskilling, AI-powered content creation, and a culture built around what she calls the “dual muscle” of math and magic: the balance of technology, creativity, speed, and brand building.  For CMOs and founders navigating a moment where AI is reshaping every layer of marketing—from insight to creation to commerce—this conversation offers a practical blueprint for leading transformation while protecting the creative heart of the brand. 00:00 – The Marketer’s Dilemma: Fragmentation in the AI Era 01:00 – Meet Asmita Dubey & L’Oréal’s “Math + Magic” Philosophy 02:00 – A Global Career & How Background Shapes Leadership 03:30 – Growing Up in a Family of Teachers & Lifelong Learning 04:45 – Leading Through Influence in a Complex Organization 06:00 – Inside L’Oréal’s Massive Marketing Ecosystem 07:30 – Stakeholders Then vs. Now: The Expanding Marketing Universe 09:00 – Marketing Meets Engineering: The Rise of Beauty Tech 10:30 – Staying Ahead: Culture, Curiosity & Continuous Reinvention 11:45 – Building an Entrepreneurial Culture at Scale 13:00 – Upskilling 30,000+ Marketers & Skill-Based Organizations 15:00 – L’Oréal’s Digital Transformation: From 5% to 30% E-Commerce 17:00 – Changing Consumer Behavior & New Operating Models 19:00 – Measurement Matters: Balancing Short-Term ROI & Brand Equity 21:00 – Lessons from China: Speed, Scale & Consumer-First Thinking 23:30 – Agentic Commerce & the Future of Beauty Shopping 26:00 – Why Fragmentation Is the Biggest Marketing Challenge 29:00 – AI’s Role in Rebundling Marketing & Breaking Silos 31:00 – AI-Powered Consumer & Marketer Journeys Explained 33:00 – Inside L’Oréal’s AI Tools: Creaitech & Content at Scale 35:00 – What’s Next: The Future of Marketing in the AI Era 37:00 – Rapid Fire: Signal vs. Noise (AI, Influencers, Innovation) 40:00 – Final Takeaways: Fragmentation, Learning Systems & Dual Muscle