About this episode

Branden Goodman discusses how Unilever adapts to changes in consumer discovery driven by algorithms and the importance of a social-first approach.

In this episode of BRAVE COMMERCE, Rachel Tipograph and Sarah Hofstetter speak with Branden Goodman, Head of Media & Marketing Capabilities, Beauty & Wellbeing US at Unilever, about how brands must adapt as algorithm-driven discovery reshapes consumer attention. Branden explains why Unilever has embraced a social-first approach, what the shift from follower-based discovery to interest-driven discovery means for marketers, and how content creation is evolving from a campaign mindset to a continuous system of testing, learning, and optimization. He also shares how Unilever is building a modern content supply chain, where automation can accelerate execution, and why measurement must balance long-term business outcomes with real-time signals. Key takeaways Consumer discovery is shifting away from social connections (who users follow) and toward algorithmic recommendations (what platforms predict is relevant). Winning brands are building content engines designed for continuous experimentation, not one-time campaigns. Real-time signals can improve performance, but long-term business outcomes should remain the ultimate measure of success. Hosted on Acast. See acast.com/privacy…

People in this episode

Hosts: Rachel Tipograph, Sarah Hofstetter

Guest: Branden Goodman

Topics covered

• consumer discovery
• algorithm-driven marketing
• social-first approach
• content creation
• marketing strategies
• measurement in marketing

Keywords

• consumer attention
• interest-driven discovery
• content supply chain
• automation
• long-term outcomes
• real-time signals

Mentioned in this episode

Organizations: Unilever, Acast

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