Industry Newsgenerative aimarketingunileverinfluencer marketing
Unilever Reassigns Marketing Leadership, Expands CMO Role
6.0
Unilever announced Dec. 18, 2025 that Chief Growth and Marketing Officer Esi Eggleston Bracey will depart at the end of January, and Leandro Barreto will assume an enterprise-wide CMO remit beginning in the new year. The shift aligns marketing and business groups amid a push toward social-first advertising, influencer amplification and greater use of generative AI, signaling strategic consolidation of brand and performance functions.
Key Points
- 1Announces Esi Eggleston Bracey will leave end of January; Leandro Barreto to lead enterprise-wide marketing
- 2Responds to digital revolution and AI adoption, accelerating Unilever’s desire-at-scale and social-first advertising strategy
- 3Implies marketers should prioritize social-first campaigns, influencer partnerships, and integrated brand-performance marketing approaches
Scoring Rationale
Official executive change with concrete marketing strategy shifts; score limited by company-specific scope rather than industry-wide disruption.
Sources
Public references used for this report.
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