Pinterest has tapped Unilever marketer David Rubin to head up the social scrapbooking site's global brand marketing organization in the newly created post of head of brand.
One of Mr. Rubin's top priorities at Pinterest is marketing the female-friendly site to men as well. A 15-year Unilever vet, Mr. Rubin helped introduce Axe in the U.S. and ultimately spent eight years on the brand. He most recently served as Unilever's VP-marketing for Unilever's hair brands, which include Dove, Suave and Tresemmé.
Pinterest has a strong and passionate following, particularly among women, Mr. Rubin said. "A large part of the expansion of that is a real focus in extending that to men and extending it globally," he said.
Mr. Rubin, who started at Pinterest July 14, assumes and expands on duties that had been handled by a head of community marketing, who departed several months ago, a spokesman said. Mr. Rubin reports to Barry Schnitt, Pinterest's head of communications and public policy.
As Pinterest's head of brand, Mr. Rubin will focus on defining the brand's strategy and manage all of its marketing efforts globally. He didn't have any specific marketing plans to share on Tuesday but said there are "no plans for television at the moment."
As for whether Mr. Rubin plans to hire an agency, he said Pinterest will rely on its in-house marketing organization for now but could eventually bring agencies into the fold as its marketing efforts ramp up.
"Clearly my coming here is evidence that the company believes that their brand is an important asset and is looking to build that," Mr. Rubin said.
Roughly 20 employees make up the marketing organization Mr. Rubin oversees at Pinterest, spanning a creative-and-design-led brand team, a writing team and a marketing team that specializes in community marketing.