In this episode of Spikes Excitement Talks, Gordon Euchler sits down with Erik Liebe, Head of Global Digital Commerce for Beauty & Wellbeing at Unilever. Erik shares his unique perspective on what it means to build a long, fulfilling career within a single company and why that choice has paid off.
From consumer research in people’s homes to shaping social commerce strategies on platforms like TikTok, Erik unpacks what truly drives effective marketing: solving real consumer problems and creating meaningful moments.
The conversation explores how the lines between media, shopping and influence are blurring, why shortening the path from inspiration to purchase matters. Furthermore what it takes to stay relevant in a world of constant digital change.

They explore the power of positive, ambitious teams, the influence of inspiring leaders and the importance of truly understanding what makes people happy, even in the smallest, everyday moments.Erik also shares why he’s inspired by Rituals founder Raymond Cloosterman, who built a brand from a personal belief into a global empire.

Tune in for stories about shifting consumer habits, the beauty of learning curves and why sometimes, washing laundry isn’t about dirt at all.