Unilever "Perfect Store": Global Retail Activation & Omnichannel Content Strategy (Plastic Pictures)

A global internal launch programme designed to transform how Unilever's 120,000-strong workforce approaches brand activation at the point of sale — repositioning POS execution from a cost centre to a company-wide growth driver across Modern Trade, Distributive Trade, and digital commerce.

The challenge
Unilever needed to shift deep organisational behaviour across markets and functions — moving from a KPI-compliance mindset to one obsessed with driving brand equity at the shelf. The launch had to land consistently from boardroom to shop floor, across the US, Western Europe, and beyond.

My role
Content Strategist responsible for the end-to-end communications and content strategy for the global programme launch, including content architecture across the five-pillar Perfect Store model, phasing strategy for a sustained monthly release cadence, and omnichannel planning across internal comms, live events, digital enablers, and field activation.

Strategic approach
Working from the "boardroom to shop floor" brief, I developed a content and comms framework that mapped each of the five shopper experience pillars (Category Leadership, Unmissable Retail Theater, More Stores Better Stores, Frictionless Digital Experience, Always Available) to distinct audience responsibilities and activation moments.

Content phasing was structured to sustain momentum beyond the global kick-off, with monthly releases, functional deep dives, and local market activation built into the rollout cadence. Shopper dramatisation was central to the storytelling approach, grounding strategic frameworks in relatable retail reality rather than corporate abstraction.

Outcome
A globally scalable content and activation platform that launched across the US and top markets simultaneously, with tiered local activation for different market scales, and a 12-month content calendar designed to build culture, not just communicate strategy.