Dennis Perez named head of marketing for Unilever PH beauty, adds Asia-wide duties

Unilever has appointed Dennis Perez as its new head of marketing for the Philippines, as well as marketing transformation lead for Greater Asia, in the beauty and wellbeing segment.

In this role, Perez (pictured) will drive demand creation in the Philippines and the broader Southeast Asia region, as well as Japan and Korea. His responsibilities include content, brand experience, social influence, community building, media, and commerce, he told MARKETING-INTERACTIVE.

Additionally, Perez will spearhead Unilever's progressive approach to beauty marketing, overseeing beauty technology, AI, data, and advanced digital enablers to create more engaging and personalised experiences for its hair care and skin care brands.

Perez brings extensive experience to the position, having previously served as digital marketing, media, and dCommerce lead for Unilever's beauty and wellbeing sector in Southeast Asia. His expertise in digital transformation and strategic marketing will play a critical role in driving growth and innovation within the company's beauty portfolio.

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Effective this month, "the role is an evolution of the CMO position, combining brand management with digital marketing to introduce a modern, progressive, social-first approach to beauty marketing," Perez added.

At the Marketing Excellence Awards Philippines 2024, under Perez' leadership, Unilever Philippines was crowned "Marketer of the Year" with seven gold, seven silver, and three bronze trophies. The company's notable campaigns in the country include ‘#BoostedForMore: Cream Silk Welcomes its NEW Vitamin Boost Conditioners,’ ‘#EnterYourRadiantGirlEra with Dove Deo,’ and ‘Axe Jungle Quest to the Untamed You Unleashes Fantastic Figures in Urban Jungles!’.

A global leader in the consumer goods industry, Unilever reported a 6.7% underlying sales growth for beauty and wellbeing - the second highest growth after its ice cream segment - for the third quarter of 2024. The global beauty and personal care market is projected to reach US$716.6 billion by 2025, driven by innovations in AI - an area that Perez will be focusing on in his new role.

Last year, Unilever appointed a number of agencies across several key markets starting with the reappointment of WPP's Mindshare to manage its media accounts in the US, UK and China, according to media reports. Unilever has also reportedly brought on new agencies to its roster, including Publicis Groupe, Dentsu and Interpublic.

Perez noted that more specialised agencies will be added to the roster as the company sharpens its focus on specific beauty disciplines. "As beauty consumers become more discerning, we aim to create immersive brand worlds that seamlessly integrate into their lives," he concluded.

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