Brand Management at Unilever: Matthew's Story

Don't just follow the playbook

What Matthew learned along the way

When people think about careers in FMCG, they often picture strategy, planning, and process (which is not wrong, but there is more to it than just that!)

If you ask Matthew, Global Brand Manager Axe / Lynx, Partnerships & Media, one of the most valuable career lessons he's learned is much simpler: Don't be afraid to bring your personality to the role.

As part of our Minute Mentorship series, we sat down with Matthew to talk about his transition from agency life to Unilever, building brands through culture, and why the best work happens when you're genuinely excited about what you're creating.

How did your career journey lead to FMCG?

Before joining Unilever, he worked agency-side, helping deliver creative work for clients. The experience taught him how to craft compelling campaigns, but moving to a global brand team gave him an entirely new perspective.

As Matthew explains:

"In an agency, you're focused on a single dish and perfecting it. On a global brand team like AXE, you're the head chef bringing the whole meal together."

Instead of concentrating on one project at a time, he now helps shape the broader brand experience, connecting different initiatives, partnerships, and cultural moments into a cohesive story

"Who are they? How do they speak? What are they interested in? How does that connect with consumers in different markets around the world?"

What's your approach to building a global brand?

For Matthew, it starts by thinking about the brand as if it were a person.

"Who are they? How do they speak? What are they interested in? How does that connect with consumers in different markets around the world?"

This mindset helps him move beyond products and campaigns, focusing instead on personality, relevance, and connection.

It's an approach that has helped shape partnerships that feel authentic rather than forced, allowing the brand to participate naturally in the worlds of music, entertainment, and sport.

What's the best creative advice you've learned?

One principle sits at the centre of Matthew's approach:

"If I don't enjoy it, why would others?"

It's a question he comes back to often. Whether reviewing a creative concept, assessing a partnership opportunity, or launching a new campaign, he believes genuine enthusiasm matters.

"If I'm embarrassed to show my friends a piece of work, then why am I doing it?"

For Matthew, the strongest work isn't just effective. It's work you're proud to put your name behind.

What advice would you give to someone starting out?

Matthew believes process and structure are important. But they're not everything.
"There is a time for process, but don't do everything by the book. Bring your personality to the role and make it your own."

It's advice that encourages people to look beyond simply following established ways of working and instead find opportunities to contribute their own perspective.

Technical skills can get you in the room, but it's often your individuality, creativity, and passion that help you make a lasting impact.

The takeaway

Matthew's story is a reminder that successful careers aren't built by following a formula.

They're built by staying curious, embracing new experiences, and bringing your own personality to the work.

Whether he's helping AXE connect with fans through sport, entertainment, or music, Matthew's approach remains the same: create something you're genuinely proud of.

Because while process has its place, the work that resonates most is often the work that feels authentically yours.

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