Unilever has promoted Sam Mathie to the position of Media Activation & Performance Director, expanding his responsibilities across the company’s global media, technology and data ecosystem.
Mathie announced the promotion through a LinkedIn post, where he outlined his focus in the new role. “I’ll be focused on building the capabilities and systems that connect media investment more effectively to business outcomes – spanning Platforms, Technology, and Data,” he wrote.
Having spent the last six years at Unilever, Mathie has played a key role in strengthening the company’s media operations and data-driven marketing capabilities. Before his promotion, he served as Senior Media & Data Operations Manager, where he worked on enhancing media effectiveness, operational efficiencies and the integration of data into marketing decision-making.
In his new role, Mathie is expected to lead initiatives that improve the connection between media investments and measurable business outcomes. His responsibilities will span media activation, platform optimisation, marketing technology and data capabilities, supporting Unilever’s continued focus on performance-driven marketing and digital transformation.
Before joining Unilever, Mathie spent three years at Adobe, where he gained experience in digital marketing technologies and enterprise solutions. His background across marketing technology, media operations and data strategy has equipped him with expertise in building systems that enable more effective and accountable media investments.
The promotion reflects Unilever’s continued emphasis on leveraging technology, data and platform capabilities to maximise marketing effectiveness and drive business growth in an increasingly digital-first advertising landscape.