Senior marcomms director, Unilever
Unilever's marketers have been given permission to fail by their bosses – or, at least, a mandate to take risks and not over-rely on quantitative research that strangles the life out of a creative idea before it has had chance to bloom. It's a mandate Christine Cea's bosses expect to define the consumer packaged goods giant's approach to creativity and ROI over the next decade.
Cea, who was promoted to senior director of marketing communications this year in recognition of the impact she is having on Unilever's US portfolio of food and personal care products, has a fascinating canvas on which to expound her version of the big marketing and communications idea, overseeing brands as diverse as Ragu, Dove, Lipton, Vaseline, Hellmann's, Suave, Axe, Breyer's – and many more. Cea leads social media and word-of-mouth marketing initiatives for Unilever, working with brand marketing teams to ensure the new media are properly engaging consumers and fulfilling the higher-ups' vision of creativity and risk-taking.
As chair of judges of the 2013 PRWeek Awards, she will also play a key role as PR celebrates the best of the best at the industry's biggest night of the year.