Lynx for women. Unleash the chaos

Unilever has promoted former Lynx marketer Selina Sykes to lead e-commerce across its portfolio of fmcg brands including Persil, Dove and Ben & Jerry’s.

She will be responsible for developing the e-commerce strategy, including digital shopper marketing, online retail partnerships and new online shopping models for Unilever brands in the UK and Ireland.

Sykes replaces Andy Houghton, who has joined Nike to head up business development for its Western Europe wholesale business.

As Lynx senior brand marketer, Sykes led marketing for the men’s fragrance brand, which is often the first Unilever brand to trial emerging digital platforms including Microsoft Xbox’s interactive NUads platform, sound interactive cinema ads and augmented reality.

She oversaw the launch of Lynx Excite for women, becoming the first Unilever brand to reach one million Facebook fans and was responsible for delivering double-digit growth.

She has also worked on the Persil brand marketing team and was part of Unilever’s customer development team.

Sykes, who is also one of the Marketing Academy Scholars, joined Unilever from Cancer Research UK as part of its graduate training scheme in 2006.

David Titman, brand manager for Unilever’s household cleaning brands Cif and Domestos will replace her.