How does a global consumer goods company get ahead on what AI says about it?
In this episode of The Growth Leaders Series, Charlie Marchant sits down with Jonas Gödde, Head of Digital & AI Communication at Beiersdorf, the parent company of brands including NIVEA and Eucerin.
Beiersdorf was recently ranked second out of all DAX 40 companies in FTI Consulting’s AI Reputation Monitor. Jonas shares how the team got there: starting before the plan was perfect, treating the project like SEO, and updating around 150 pages of the corporate website.
He explains why trust is the main KPI for his team, why he sees AI as a new stakeholder in its own right, and how to write content that works for AI without patronising the humans reading it.
Jonas also talks through the practical side of a project like this in a large organisation: securing time from topic experts across sustainability, products, and financial performance, keeping content consistent, and using guidelines to upskill the team.
A quick disclosure: Exposure Ninja has worked with Beiersdorf as their AI Search partner for part of this story.
Read the full show notes: https://exposureninja.com/podcast/growth-leader-series-jonas-godde/
Follow Jonas on LinkedIn:
https://www.linkedin.com/in/jonas-goedde/
Listen To These Episodes Next:
The Content Engineering Playbook: Growth Lessons from AirOps’ Josh Spilker: https://exposureninja.com/podcast/growth-leader-series-josh-spilker/
McKinsey’s Thought Leadership Playbook: Lessons From Daphne Luchtenberg: https://exposureninja.com/podcast/growth-leader-series-daphne-luchtenberg/
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