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Unilever, one of the world’s biggest advertisers, no longer has a dedicated chief marketing officer (CMO) role. Since April 2022, its most senior marketer, Conny Braams, has been appointed as its first chief digital and commercial officer to reflect the “blurring lines” between digital marketing and commerce.
“It doesn’t mean we’re dropping marketing. It means we’re adding sales,” Braams told Adweek.
The Unilever veteran was elevated to the CPG’s (then newly created) position of chief marketing and digital officer (CMDO) in 2019 following the departure of longtime CMO Keith Weed.
However, with consumer behavior reconfigured for digital following Covid-19, Unilever has decided to rejig its marketing lead role too.