Unilever’s top marketer to depart amid structural shakeup at CPG giant

Core Insights - Unilever is undergoing significant changes in its marketing strategy and organizational structure in response to industry shifts and consumer behavior [3][5][7] - The company has appointed Leandro Barreto as the new Chief Marketing Officer, expanding his role to oversee marketing across the entire enterprise [6][7] - Unilever's marketing strategy will increasingly focus on social media and influencer partnerships, with plans to shift half of its total ad spend to social platforms and increase influencer collaboration by 20 times [6][7] Company Restructuring - Unilever has enacted a wide-ranging restructuring to adapt to pressures on growth, which includes a CEO transition from Hein Schumacher to Fernando Fernandez [4][7] - The restructuring aims to align business groups and marketing agendas more closely to enhance consumer engagement and drive impact [5][7] Leadership Changes - Esi Eggleston Bracey, the outgoing Chief Growth and Marketing Officer, will depart at the end of January after two years in the role [6][7] - Leandro Barreto, a veteran with over 20 years at Unilever, is expected to leverage his experience to accelerate brand desirability and marketing effectiveness [6][7] Strategic Focus - Unilever's recent acquisition of the men's grooming brand Dr. Squatch for $1.5 billion reflects its commitment to viral, social-first marketing aimed at younger consumers [6] - The company acknowledges the "remarkable industry change" and "era of digital revolution" as key factors influencing its marketing strategies [5]