What's Happening?
Unilever has announced the appointment of Leandro Barreto as its new Chief Marketing Officer (CMO), succeeding Esi Eggleston Bracey, who will depart the company after eight years. Barreto, currently the CMO of Unilever’s beauty and wellbeing business group, will assume his new role on January 1, 2026. This change is part of Unilever's strategy to accelerate its marketing transformation by aligning its global marketing capabilities more closely with its business groups. Fernando Fernandez, Unilever's CEO, emphasized the importance of this transition in enhancing the company's marketing and sales operations. Eggleston Bracey, who has been with Unilever since 2018, is credited with significant contributions, including a turnaround in the U.S. market and a global marketing overhaul.
Her efforts focused on data-driven strategies, cultural relevance, and modern creativity across major brands.
Why It's Important?
The leadership change at Unilever is significant as it reflects the company's ongoing efforts to adapt to the evolving marketing landscape. By appointing Barreto, Unilever aims to leverage his expertise in disruptive creativity and culturally relevant brand building to drive growth. This move is expected to enhance Unilever's ability to execute marketing strategies more effectively and respond to consumer skepticism towards large corporations. The shift towards creator marketing, as highlighted by CEO Fernandez, indicates a strategic pivot to engage consumers through influencers and digital platforms. This transformation could impact Unilever's market position and influence industry trends in marketing and brand management.
What's Next?
As Barreto steps into his new role, he will focus on embedding the groundwork laid by his predecessor into Unilever's operating model. This involves uniting enterprise-wide marketing strategies with business group execution to accelerate growth. The company plans to increase its collaboration with influencers and allocate more of its advertising budget to creator marketing. Stakeholders will be watching how these changes affect Unilever's market performance and whether they lead to increased consumer engagement and brand loyalty. The transition period until the end of January will be crucial for ensuring a smooth handover and continuity in Unilever's marketing initiatives.
