Unilever has centralized its global and local marketing functions into a single team as it seeks to ensure its marketers are better equipped in today's "super-connected" consumer landscape.
The shake-up has been dubbed "Marketing in a connected world." Under the changes, local "brand builders" at Unilever, which owns brands including Dove and Axe, will report directly to "brand developers," the global marketers in charge of brand positioning and strategy.
Previously, brand builders reported to general managers in their own markets. The move creates a closer union between marketers across regions.
In the UK, the new structure went live this month, but role changes and reporting lines are still being confirmed.
A source close to Unilever’s marketing team said the reconfiguring had "received a positive reception" but added that the switch could make general managers feel they had "lost some power."
An agency insider backed the plan, saying previously marketers from the two teams would "often squabble."