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Why Unilever Operates Without a CMO

Despite being one of the world’s biggest advertisers, Unilever does not have a dedicated CMO. That’s due, in part, to the increasingly blurred lines between digital marketing and commerce. So reports Adweek.

unileverConny Braams is the firm’s most senior marketing executive. Braams was promoted to the newly created position of chief marketing and digital officer in 2019 and more recently to the firm’s first-ever chief digital and commercial officer.

Braams told Adweek the new title “doesn’t mean we’re dropping marketing. It means we’re adding sales.” Further, she said that “the convergence that’s been happening in media, entertainment and shopping channels has driven us to rethink what the core of marketing and sales really is. We can now build brands and convert sales at the same time, so why would [we] artificially split that?”

As chief digital and commercial officer, Braam will oversee a newly created team of “category marketing leads” across various segments.

Read the full article from Adweek.

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