Unilever's Internal Promotion Heralds New Top Marketing Appointment

Unilever has hired Esi Eggleston Bracey as its new top marketer, choosing to promote her from within the company. Bracey, who has been with Unilever for over five years, currently serves as both president of the USA business and CEO of the company's personal care business in North America.

Bracey, the top marketer at Unilever, will now hold the position of chief growth and marketing officer, a deviation from her predecessor Conny Bramms' role as chief digital and commercial officer. Until April 2022, Bramms held the position of chief digital and marketing officer, but it was then changed to commercial, as she aimed to eliminate the divisions between marketing and sales. Keith Weed, the predecessor of Braams, had been chief marketing and communications officer during his tenure as head of marketing at the company.

Bracey's appointment coincides with new Unilever CEO Hein Schumacher's plans for change at the consumer goods company. In today's announcement to investors (26 October), Schumacher stated his intention to establish a "performance culture" within the business, emphasizing the need for a revamped leadership team.

During predecessor Alan Jope's time as CEO, some investors expressed concerns that Unilever's marketing efforts prioritized purpose over growth. The inclusion of "growth" in Bracey's title prior to "marketing" clearly indicates the new leadership's objectives.

Unlike her predecessor Braams, who had worked at Unilever for over 33 years, Bracey is an internal promotion at the company. However, she did not spend the majority of her career at Unilever. Prior to joining Unilever, Bracey served as the president of consumer beauty at cosmetics business Coty for nearly two years. Before that, she had a significant portion of her career at Unilever's competitor, P&G.

Bracey has a extensive background in the consumer goods industry, having spent more than 25 years at P&G. In her most recent role as senior vice president and general manager for global cosmetics, she demonstrated her expertise in the cosmetics and personal care sector. However, her experience at P&G is not limited to just cosmetics and personal care, as she also gained valuable insights working in the fabric and home care divisions earlier in her career.

In a series of leadership changes announced by Unilever today, a new top marketer has been appointed. Among these changes is the appointment of Fernando Fernandez as the new chief financial officer (CFO). Fernandez currently serves as the president of the wellbeing and beauty division at Unilever. He will be taking over from the retiring CFO, Graeme Pitkethly.

Priya Nair, the current chief marketing officer of wellbeing and beauty, will be taking over the role. Matt Close, who has been with Unilever for over 30 years, is stepping down as the president of the ice cream division. Peter ter Kulve, the current president of the home care business, will succeed Close. Eduardo Campanella, the current CMO, will be heading up the home care division.

Schumacher praises Bracey, Nair and Campanella, describing them as “part of an exceptional generation of Unilever leaders who combine world class marketing skills with frontline experience”.