Unilever, one of the world’s largest advertisers, is undergoing changes within its marketing department as Aline Santos Farhat, the company’s Chief Brand and Inclusion Officer, announces her departure after 35 years. Santos, who also held the title of Chief Equity, Diversity, and Inclusion Officer, will be leaving at the end of March, and her roles will not be replaced. Instead, the global marketing team will report directly to Esi Eggleston Bracey, the recently-appointed Chief Growth and Marketing Officer, while the global equity, diversity, and inclusion team will report into the HR department.
Aline Santos Farhat joined Unilever Brazil in 1989 as a marketing trainee in the foods department. She quickly found success in the personal care sector, launching the first range of hair care products for textured hair with Unilever’s Sunsilk and Seda brands, which drove market share growth. Over the years, Santos held various leadership positions within Unilever, including Vice President of Marketing for Unilever Brazil and regional leadership in Latin America. She was also part of the team that shaped Dove’s highly successful “Real Beauty” campaign. In 2016, Santos took on the role of Chief Equity and Inclusion Officer, where she focused on eradicating harmful stereotypes from ads and promoting internal diversity efforts.
Aline Santos Farhat’s departure comes amidst broader changes within Unilever’s senior management ranks. In late 2023, Esi Eggleston Bracey, who previously led Unilever’s U.S. business and oversaw the personal care division in North America, was appointed as the Chief Growth and Marketing Officer. This appointment followed the departure of Unilever’s top marketer, Conny Braams, in August 2023. Unilever CEO Hein Schumacher has been implementing changes at the top of the company to drive a “performance culture” and shift the focus from brand purpose. These changes include the appointment of a new Chief Financial Officer and internal promotions across Unilever’s core business groups.
RTM Watch’s Take
Aline Santos Farhat’s departure from Unilever marks the end of a 35-year journey with the company. Her contributions to the marketing and diversity efforts at Unilever have been significant, including the launch of groundbreaking campaigns and the promotion of internal diversity initiatives. As Unilever undergoes changes within its senior management ranks, it will be interesting to see how the company continues to prioritise brand purpose and inclusion. Santos’ departure opens up new opportunities for Unilever to further strengthen its marketing strategies and drive growth.
