Keith Weed

Chief marketing officer

Unilever

Weed is less focused on the everyday details of brand strategy and more concerned with the bigger picture. As global marketing chief of the FMCG company, he has overarching responsibility for marketing internal and external communications, and overseeing the Unilever Foundation. The group’s sustainability function also reports to him. Weed is overseeing structural change in the business: at the tail end of 2013, it was revealed that Unilever planned to slash its global marketing head count by 12%. A familiar and respected figure on the conference-speaker circuit, Weed has an old-school demeanour that belies his digital and tech-savviness. He is an avid tweeter and a vocal advocate of mobile and digital channels, with more budget being shifted from traditional media to these platforms.

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