Podcast Summary: The Speed of Culture Podcast Episode: Pull the levers: How Ryu Yokoi is powering Unilever's data-driven, social-first future
Release Date: June 3, 2025
Host: Matt Britton, Founder and CEO of Suzy
Guest: Ryu Yokoi, Chief Media and Marketing Capabilities Officer for North America at Unilever

Introduction

In this engaging episode of The Speed of Culture Podcast, Matt Britton welcomes Ryu Yokoi, a seasoned executive from Unilever, to discuss the dynamic intersection of data-driven marketing, social-first strategies, and the evolving landscape of consumer packaged goods (CPG). Recorded live at the Possible Conference in Miami, the conversation delves deep into how Unilever is navigating and shaping the rapidly changing market through innovation and strategic partnerships.

Ryu Yokoi's Career and Current Role (02:28 - 04:30)

Ryu Yokoi shares insights from his impressive 19-year tenure at Unilever, highlighting his progression from brand management roles to leading significant acquisitions, such as integrating Schmidt's Naturals into Unilever. Currently, as the Chief Media and Marketing Capabilities Officer for North America, Ryu oversees Unilever’s digital marketing, media strategies, digital commerce practices, and shopper marketing at scale.

Notable Quote:

"I get to look after and it's a privilege. You know, I joined Unilever 19 years ago. I wanted to work at the company that I thought was the best marketing company in the world. And this is just incredible honor now to be in a position where I get to kind of shape what our marketing practice should look like and what we think good marketing looks like."
(04:30)

Transformation into E-commerce and Digital Marketing (02:50 - 03:48)

Ryu discusses Unilever's strategic pivot during the COVID-19 pandemic to enhance their e-commerce and direct-to-consumer capabilities. While Unilever predominantly operates through omnichannel strategies and leverages platforms like Amazon for growth, the pandemic underscored the necessity to upscale digital marketing efforts to remain competitive.

Data-Driven Marketing and AI (04:39 - 05:58)

Exploring the evolution of data in marketing, Ryu reflects on his academic experiences where data-driven decisions were more theoretical than practical due to slower data flows. Today, he emphasizes that data has become an "incredible equalizer," enabling real-time insights and rapid iterative changes powered by AI.

Notable Quote:

"Data is this incredible equalizer. So I'm just thinking about this over the weekend, where I feel like now so much of the stuff I did, like, academically is, like, really possible for everybody all the time now, where the data is sort of rewarding you with that signal all the time in terms of how you can make better, you can make changes. And now with AI, you can actually respond to them so much faster."
(05:08)

Retail Media and Data Partnerships (12:05 - 17:10)

Ryu highlights the pivotal role of retail media in Unilever’s data-driven approach. By partnering with retail giants like Walmart, which possess extensive first-party data, Unilever can reach consumers both in-store and across various digital touchpoints. These partnerships enable a seamless integration of consumer interactions, allowing for targeted messaging that aligns with shopper behavior.

Notable Quote:

"Our mantra is we want to be social first, yeah, we really want to connect with our shoppers through the communities that they're in, in ways that are relevant so that we can be sort of the most desirable to them and truly reach them authentically."
(12:49)

Creator and Influencer Marketing (18:42 - 20:43)

Discussing the importance of creators in modern marketing, Ryu underscores their role as authentic messengers who can drive desirability and relevance for Unilever’s products. He emphasizes the need for genuine partnerships with creators who align with the brand’s values, ensuring that marketing efforts resonate authentically with audiences.

Notable Quote:

"They're the ones that are communicating that to you. That has a different impact. And so it's of huge importance."
(19:34)

Sports Marketing and Cultural Engagement (20:43 - 25:35)

Ryu elaborates on Unilever’s strategic involvement in major sporting events, such as the FIFA World Cup. He explains how sports serve as significant cultural touchpoints, providing unique opportunities to connect with audiences on a global scale. These partnerships not only enhance brand visibility but also allow Unilever to champion meaningful causes, such as promoting body confidence among young athletes.

Notable Quote:

"Sports is culture. It's massive. Right. As you were just saying today, it's harder and harder to find sort of those monoculture things that really sort of transcend because of the social age, time."
(21:14)

Building and Managing Teams (26:03 - 28:42)

Ryu shares his philosophy on team building, emphasizing the importance of hiring individuals who "care deeply" about their work. He believes that passion and meaningful engagement drive excellence, making team members more effective and committed to delivering impactful results.

Notable Quote:

"I always say forgive a damn. This is my number one within Unilever. If you talk to anybody on my team, these are people that are, you know, they care."
(27:25)

The Future of AI in Marketing (28:42 - 30:04)

Looking ahead, Ryu envisions AI as a transformative force that will democratize marketing processes, enabling faster and more rigorous decision-making. He anticipates that future marketing professionals will leverage AI to enhance their capabilities, making marketing more efficient and impactful.

Notable Quote:

"AI is one of those things that can really help us to do that because I think find it potentially really empowering. So many things in the past have been the purview of subject matter experts or had major barriers to entry."
(29:02)

Professional Mantra: "Build Worlds, Don't Chase Moments" (30:10 - 31:11)

Concluding the conversation, Ryu shares a guiding principle that shapes his professional journey: "Build Worlds, Don't Chase Moments." He advocates for proactive, strategic thinking over reactive measures, encouraging a focus on creating meaningful and lasting impacts rather than merely responding to immediate challenges.

Notable Quote:

"Because I think we lose so much by not being proactive and by not taking the moment to step back and think about what it is that we want to make. Build."
(30:28)

Conclusion

This episode provides a comprehensive look into how a leading CPG company like Unilever is leveraging data, AI, and strategic partnerships to stay ahead in a fast-paced cultural landscape. Ryu Yokoi’s insights offer valuable lessons on the importance of authenticity, the power of data-driven decision-making, and the necessity of building passionate teams to drive sustainable growth.

For those interested in the future of marketing and the integration of technology with consumer engagement, this conversation underscores the critical elements needed to thrive at the intersection of culture and commerce.

Listen to the full episode here on your favorite podcast platform.