Though Braams was originally named Unilever’s chief marketing and digital officer (CMDO) in 2019, her title was updated to chief digital and commercial officer (CDCO) in 2022 to reflect the “blurring lines” between digital marketing and commerce.
Bracey’s appointment was announced as part of a wide-ranging executive leadership update from CEO Hein Schumacher, who joined in July 2023 from European dairy outfit Royal FrieslandCampina.
Since he resumed the CEO role, Schumacher has already made several changes at the top of Unilever.
These include the appointment of a new chief financial officer Fernando Fernandez (currently president of Unilever’s beauty and wellbeing arm), as well as a suite of internal presidential promotions across Unilever’s five core business groups.
Schumacher told investors in the statement announcing these hires in 2023 that his intention was to drive a “performance culture” at Unilever following years of focus on brand purpose.
At the time, the leader said purpose could be an “unwelcome distraction” for brands, dialing back on the strategy initiated by his predecessor, Allan Jope.
“Not every brand should have a social or environmental purpose. And we don’t want to fit that on brands unnecessarily,” Schumacher told the Financial Times.
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