CXO MovesLeadership & Strategy
Unilever Elevates Sam Mathie to Media Activation & Performance Director
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Unilever has promoted Sam Mathie to Media Activation & Performance Director, recognizing his leadership as the company continues to strengthen its media transformation strategy through data, technology, and performance marketing.
The promotion reflects Unilever's continued investment in building capabilities that improve the effectiveness of media investments and drive measurable business outcomes.
Advancing Media Transformation
Announcing the promotion on LinkedIn, Sam shared his excitement about taking on the new role and contributing to the next phase of Unilever's media transformation journey.
He noted that his focus will be on developing the capabilities and systems that better connect media investment to business performance by bringing together platforms, technology, and data.
Sam also expressed his appreciation to Isabel for her continued trust and support, while thanking colleagues and partners who have contributed to his journey.
Driving Performance Through Data and Technology
As Media Activation & Performance Director, Sam will lead initiatives designed to strengthen how media investments translate into measurable business results.
His responsibilities will include advancing media capabilities, improving performance measurement, and leveraging technology and data to optimize marketing effectiveness across the organization.
As brands continue adopting AI, automation, and advanced analytics, the ability to connect marketing investment with commercial outcomes has become a critical priority for enterprise marketing teams.
Looking Ahead
Sam's promotion highlights Unilever's ongoing focus on modernizing its marketing ecosystem through integrated technology, data, and performance measurement.
His expanded leadership role positions him to help shape the company's future media strategy while driving greater accountability and business impact from marketing investments.
About Unilever
Unilever is one of the world's leading consumer goods companies, with a portfolio of globally recognized brands across beauty, personal care, home care, nutrition, and ice cream. The company continues to invest in digital marketing, data, AI, and technology to strengthen consumer engagement and accelerate business growth.