Emily Heath [#47]: Leveraging a Global Brand to Get Girls Moving

On this week’s episode, I’m joined by Em Heath, Global Brand
Director at Rexona, a key player globally in Unilever’s personal
care brand portfolio.


Formerly a sponsor of Williams F1, the brand has taken a serious
liking to women’s football - partnering with Man City and
Chelsea, doing deals with players like Lauren James and Lucy
Bronze, as well as playing a key role in activating around
marquee properties like the Women’s World Cup and Women’s Euros,
as part of Unilever’s broader partnerships with FIFA and UEFA.


We explore this interest in women’s football and the nuances of
activating across almost every area of the women’s game, the role
that brands can play within women’s sport, and the intricacies of
managing a global brand.





Timestamps


2:00 - Em's Journey


4.30: - How Rexona Fits within Unilever Personal Care Portfolio


8:00 - Activating Partnerships with UEFA and FIFA


15:00 - Balancing Sports Partnerships with Other Areas of
Marketing


18:00 - Leveraging Ambassadors at Club Partners - like Lucy
Bronze and Lauren James


20:30 - What Attracted Rexona to Partner with Chelsea and Man
City


26:00 - Chicken and Egg Problem Surrounding Women's Sport


29:00 - What is Rexona's Breaking Limits Program?


34:00 - Meeting KPIs and Measuring ROI


40:00 - Evaluating New Partners - and why Rexona Stopped
Sponsoring in Formula 1


45:00 - Looking Forward





Additional Links


Rexona Partners with England Football Star Lucy Bronze to Inspire
Girls to Move More


ICC and Unilever announce groundbreaking partnership on
International Women’s Day to strengthen the future of women’s
cricket





Connect with Emily on LinkedIn - Here


Connect with Andy on LinkedIn - Here