Kimberly-Clark consumer marketing chief departs as part of marketing restructure

Anastasia Barlas leaves the FMCG group and will not be directly replaced

Kimberly-Clark’s consumer marketing leader, Anastasia Barlas, has left the FMCG firm following a restructure of the marketing function.

Barlas was appointed consumer marketing director in July 2013, reporting director to the MD, after previously heading up the adult and feminine care division (AFC) for three years. She had been working with the AFC division since September 2003, also working as head of marketing and a division manager.

A spokesperson for the company told CMO that Barlas’ role overseeing consumer marketing had been redundant as part of ongoing restructuring in the business. Instead, Kimberly-Clark’s three divisional marketing leaders will report directly to the managing director.

Kimberly-Clark introduced the three senior marketing roles as part of a restructure of its marketing division two years ago. At the time, the organisation said this was done to be more in-line with the global structure.

All three marketing sector leads had reported to Barlas and covered baby and childcare (formerly Irene Anast), adult and feminine care (Margaret Cheung) and family care (Dominique Chandler). Mike Abbott has since joined as marketing director, baby and childcare, a newly elevated role (from sector leader to marketing director) reflects the fact that baby and childcare is the company's biggest sector.

The news of Barlas’ departure contrasts with plans at Unilever to appoint a CMO following the exit of its two joint marketing leaders, Hugo Vertuil and Andrea Martens in early 2016.

Other marketing leadership changes this past week include Kellogg’s marketing director, John Broome, who left the cereal business following a restructure of the marketing and insights functions.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Blog Posts

Is your content marketing missing the mark?

Does it ever seem like the content you create falls flat on its face or that the leads you’re generating aren’t worth following up?

Dan Ratner

managing director, uberbrand

​ Creating a purpose-driven brand

So you want to be a brand with purpose. But what does it actually mean to build a brand with real meaning?

Paul Chappell

Partner and managing director, Brand + Story

Customer experience crisis: Proactively mitigating the risk of broken promises

Last Friday, three weeks after United Airline’s spectacular customer experience disaster, customers received a letter from the company’s CEO, Oscar Munoz.

It is interesting. Rebrand is very good. Perhaps they should change the logo to something more modern. For example as it is - https://www...

David Hill

Grace Group undergoes first rebrand in 30 years to unify and contemporise

Read more

Hey Guys, just one small typo that changes a part of the story :“That was a really big step forward for our company because we didn’t hav...

Damian Young

Chobani tastes success with data analytics platform

Read more

This is amazing! Congratulations to Cochlear for continuing to lead innovation in every way!

Chris

How this marketing ops leader is lifting the automation ante at Cochlear

Read more

Interesting case! It seems like universities can also benefit from marketing automation. I've started using getresponse some time ago and...

Aaren

How marketing automation is helping drive CX change at Adelaide University

Read more

Always great to see and read these success stories and the growth of gamification. This story is very warming and can act as an inspirati...

James Doyle

5 tips to boost engagement with gamification from Donut King

Read more

Latest Podcast

More podcasts

Sign in