Keith Weed is the head of marketing at Unilever managing 6,000 marketers around the globe. In this Q&A, he discusses the need to have both marketing specialists and those with broad responsibilities that can tackle strategy and innovation.
Weed discusses why Unilever uses a “three pillars of marketing” structure, how he gets global and local marketers to work together for a common cause and how he puts all this into practice on a day-to-day basis.
Here, we get an inside look at how Unilever’s massive marketing operation churns out billions in campaigns on brands like Dove, Lipton, Vaseline and Ben & Jerry’s.
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