Unilever's CMO Search Signals Social-First Priority Shift
John McKeon's global promotion after 17 years signals Unilever's shift to social-native leadership. What the ANZ CMO search reveals about FMCG priorities.
Unilever is searching for a new chief marketing officer for Australia and New Zealand as John McKeon prepares to move into a global role after 17 years with the FMCG giant.
McKeon's promotion signals how multinational consumer brands are restructuring senior marketing roles to prioritize digital-native capabilities. The leadership transition comes as Unilever continues its shift toward a social-first marketing approach designed to ensure brands "show up in culture and conversations."
Career Trajectory Reflects Changing Marketing Priorities
McKeon returned to Sydney from Unilever's London office in January 2021. He initially served as marketing director for the company's hair and skincare portfolio before being promoted to general manager of personal care, overseeing brands including Dove, Rexona, Vaseline and Tressemmé.
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McKeon was only recently elevated to the CMO role for Unilever ANZ before his global promotion. In the ANZ region, he led the company's social-first strategy, working alongside media agency Mindshare, creative agency Thinkerbell, and Hogarth, which manages social media across Unilever's brand portfolio.
The leadership change reflects broader industry evolution as FMCG companies move away from traditional interruption-based advertising. Unilever, which commands one of the world's largest marketing budgets, has made this strategic shift a priority in recent years.
Social Media Fluency Becomes Core Competency
Unilever's approach centers on connecting social media to sales at speed, treating cultural participation as essential rather than supplementary. The company has implemented a new marketing model to help brands use trends and cultural moments more effectively.
Recent campaigns demonstrate this strategy in action. Unilever's antiperspirant brand Rexona made a significant advertising push globally and in Australia with its "whole body" deodorant range. The launch campaign aimed at normalizing conversations around body odor, followed by a "how-to" explainer video featuring Martha Stewart and Love Island Australia's Tommy Armour.
Created by Thinkerbell, the campaign focused on generating earned media attention rather than relying solely on paid advertising. This approach exemplifies how major FMCG brands are rethinking marketing execution to prioritize organic reach and cultural relevance.
Implications for Asian Marketing Executives
For marketing leaders across Asia-Pacific, McKeon's career progression offers insights into how multinational corporations are redefining senior marketing roles. The emphasis on social-first capabilities suggests that future CMOs will need demonstrated expertise in digital-native platforms and cultural engagement, not just traditional brand management experience.
Unilever has stated that marketing has entered a new era, requiring different skill sets and organizational structures. As the company searches for McKeon's replacement in ANZ, the selection criteria will likely reflect these evolving priorities.
The transition also highlights how regional marketing leadership roles increasingly serve as stepping stones to global positions for executives who successfully navigate the shift toward social-first strategies. McKeon's 17-year tenure and progression through multiple roles demonstrates the value of building deep organizational knowledge while adapting to changing marketing landscapes.
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