Unilever expands personal care marcomms team

ENGLEWOOD CLIFFS, NJ: Unilever has expanded the marcomms team for its personal care business by hiring two staffers.

ENGLEWOOD CLIFFS, NJ: Unilever has expanded the marcomms team for its personal care business by hiring two staffers.

The company hired Kathryn Holl Fernandez and Allison Greenberg, who will serve as senior marketing communications manager and marketing communications manager, respectively, for Unilever's personal care business. Both will report to Christine Cea, senior director of marketing communications at Unilever.

“Given the growth of the Unilever personal care business and the increasing importance of earned media, [Fernandez] and [Greenberg] were brought in to replace Heather Mitchell, who transferred to a new marketing communications position based in London,” said Cea.

Mitchell served as senior manager of PR and social media for the company's hair and deodorant brands for four years and eight months. In September, she took on the role of head of global PR and social media for hair care at Unilever in London.

Both Fernandez and Greenberg have “oversight of a portfolio of brands, providing marketing communications counsel, including PR and social engagement strategies, program development, and execution,” said Cea. She added that Fernandez will be mainly responsible for Unilever's hair brands, while Greenberg will focus on antiperspirants and deodorants and multicultural brands.

Unilever brand Axe recently launched a campaign boosting its interaction with women.

Prior to joining Unilever, Fernandez served as a VP at DeVries Public Relations for three and a half years, working on global strategy development for hair, skin, and beauty brands. She has also worked at MSLGroup managing various consumer and luxury accounts, such as Clinique and American Crew.

Greenberg most recently worked at Estee Lauder's Aramis and Designer Fragrances division as executive director of global communications for a year and a half. Prior to Estee Lauder, she served as the head of PR for Victoria's Secret Beauty for nearly three years.

Greenberg will lead marketing communications for Axe, as well as Degree for men and women, and she will oversee all multicultural for the personal care brands and fashion relations.

“I really want to drive the brand positioning in new media, nontraditional media, and traditional media, really driving the share of voice with the current consumer and the new consumer,” she said.

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