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Unilever Splits U.S. Marketing Duties Between Two Execs

Former CMO Will Focus Solely on Media

By Published on .

CINCINNATI (AdAge.com) -- Unilever has shifted responsibilities among its top U.S. marketers roughly a year after naming its first chief marketing officer for the country -- splitting media and general-marketing duties between two top executives.
Unilever's VP-media for the Americas, Laura Klauberg, will focus on media, while Lisa Klauser, VP-brand building, takes on general-marketing duties.
Unilever's VP-media for the Americas, Laura Klauberg, will focus on media, while Lisa Klauser, VP-brand building, takes on general-marketing duties.

Broader purview
Laura Klauberg, 51, who last year essentially became the company's U.S. CMO when she was named VP-shared marketing services, will now focus exclusively on media but with a broader purview as VP-media for the Americas region, which covers North, Central and South America under the company's organizational scheme.

Lisa Klauser, 38, who as VP-brand building through customers had been focused on shopper and direct marketing, now takes on general-marketing duties as VP-brand building and marketing excellence, Unilever U.S.

Ms. Klauser, who had headed integrated marketing for Unilever's food brands prior to her promotion last year, sees her duties expand to now include integrated marketing across Unilever's food and non-food brands. She'll also be responsible for visual branding (i.e., design).

Little effect on agency selection
The role also covers training and agency relations, though selection and evaluation of agencies on individual brands is handled largely through Unilever's global brand-development groups.

A Unilever spokeswoman said the executives' new duties would "be more consistent with the [One Unilever] reorganization," which the company launched last year as it regrouped under a single CEO, with global brand-development organizations handling advertising and product development, and regional operating units handling profit-and-loss responsibilities.

The regional units, which both Ms. Klauberg and Ms. Klauser are part of, are in charge of media, some non-advertising marketing programs, sales and manufacturing.

Duties include food brands
Ms. Klauberg, who had reported to Mike Polk, group VP, Unilever U.S., now will report to Paolo Ballardini, senior VP-home and personal-care marketing operations for the Americas region, though her duties also include media for Unilever's food brands. Ms. Klauser will continue to report to Mr. Polk as she did in the past.

The spokeswoman said countries within the Americas region will have top media executives, too, but did not know whether someone other than Ms. Klauberg will take on duties specifically for the U.S.
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