- Marketing managers are key in brand developments.
- A Marketing director, among his tasks, has to deal with carrying out market studies that lead to adjusting the objectives of the companies.
- Unilever and Kimberly-Clark are two of the largest global advertisers.
What does a marketing director or director do? A lot of things, really, but arguably his most important role is overseeing companies’ marketing strategies. In addition, she is expected to lay the groundwork for future policies, goals, and initiatives related to the growth of the company.
The professional who deals with marketing has the mission of directing market research and drawing up marketing plans for products and services.
That is why it is not a minor issue that two of the most important firms in the world in the personal care business see how their top marketing references move away.
This is the case of Unilever and Kimberly-Clark, which in their headquarters, in the United States, will lose those responsible for their strategies.
Vice President of Marketing leaves Unilever
One of the cases is that of Rob Master, until now Vice President of Marketing and Integrated Media for North America at Unilever.
The main executor of the firm’s marketing policies in the United States confirmed this week that he will leave “in the coming months” after two decades with the company.
In his 20 years at Unilever, Master has been working closely with WPP and Mindshare, from driving digital marketing strategies to finding more effective audience measurement options.
Master is leaving as Unilever is reorganizing its global businesses in search of better and more precise control over its brand marketing plans.
Along these lines, Fabián García, who was the president of Unilever North America, became president of Global Personal Care.
Unilever is a giant for agencies. For dimension, the company behind brands like Ax and Dove was in 2021 one of the 30 largest advertisers in the United States.
As part of the restructuring, Unilever said it will reduce its senior management positions by 15 percent and its junior management positions by 5 percent. That’s about 1,400 jobs globally.
Zena Arnold left Kimberly-Clark
Zena Arnold, for her part, stepped down as Director of Digital and Marketing at Kimberly Clark in the second quarter of this year: she left PepsiCo to be Vice President of Refreshments.
Arnold has also worked in alliances with GroupM and WPP’s Mindshare. With Mindshare she developed teams to study Kimberly Clark data and carry out marketing strategies.
Unlike Master, Arnold spent two years at Kimberly Clark, a shorter stint that is much more common in the industry. Previously, he worked at Google, P&G and Kellogg leading different processes and digital transformations.
When he left for Pepsico he said he was going back to a place where “Marketing is really key to driving the business.”
Kimberly Clark, hand in hand with brands like Huggies and Kleenex, is among the top 100 advertisers in the United States.
Now read:
Harris Berber takes control of Waze marketing
5 everyday tricks to work as a marketing director
3 hits and 3 areas to watch out for every marketing manager to consider