Veronika T.

Hi, I'm Vero, a fractional CMO and Head of Media with 15+ years in marketing and media, including 10 years at Unilever. My last corporate role was Head of Media & Digital for Unilever's Ice Cream business across Europe and ANZ. There I built a new team of 30+ from scratch. Now I work independently from Costa Rica. I help founders and leadership teams get more from their media spend: a sharper strategy, a channel mix that fits the business goal, and agencies that deliver what they're paid for. I've worked across global brands like Magnum, Ben & Jerry's, Knorr, Hellmann's and Lipton, and with scale-ups and SMEs. I'm strategic, but I also like to get hands-on in the ad accounts. I keep my client list small so each client gets senior attention, not a junior team. ✅ HOW I WORK - Assessment: I audit your media strategy, spend, agency setup and measurement, then hand over a plan your team or agency can run. - Fractional leadership: I own the strategy and lead the work week to week with your team, agencies and freelancers. - Hands-on execution: No fluff, real actions that bring the impact you need. ✅ EXPERIENCE FMCG/CPG at global, regional and local level (Unilever Foods & Refreshment, Nutrition, Ice Cream), plus SMEs in e-commerce, wellness and local services. Markets: Europe, Turkey, ANZ and the US. ✅ SELECTED RESULTS • Built Unilever's new Ice Cream media and digital team across EU/ANZ from scratch. I hired for 30+ roles, from role design to final selection, led the 30+ person team, wrote and launched the regional media strategy, and started a refresh of media partnerships. • Led media agency and partner relations for Unilever Benelux, covering media buying KPIs, contract compliance, retail media strategy and new tech. Nominated for AMMA Advertiser of the Year 2023 for new standards in partner relationships. • Led the merger of Digital Marketing, Media and Digital Commerce into one team for Unilever Nutrition across Europe and Turkey. I set up the media framework at market, cluster and regional level and led the media agency transformation (15+ people). • Designed multi-market media strategies and innovation plans for Unilever's global brands, working through Unilever's global media agencies. • Chaired the TikTok Ad Awards NL jury and served on the European jury. 👩‍💼 MEDIA & MARKETING LEADERSHIP - Media strategy, full-funnel planning and budget allocation - Brand communication strategy and messaging - Audience work: define, target, segment - Paid media: Google Ads, Meta Ads, programmatic, plus TikTok and Pinterest planning - Testing and scaling frameworks, including creative testing - Retail media and e-commerce - Measurement, conversion tracking and performance reporting 🏆 AGENCY & ORGANIZATION - Agency audits, pitches and transformations - New future-fit media and digital team builds (design, skills, job descriptions, talent matching) - Contract and KPI negotiation with agencies and media partners (trained in The GAP Partnership's Skilled Negotiator programme) - Managing agencies, partners and freelancers 🖥️ TOOLS - Ads: Google Ads, Meta Ads, programmatic, TikTok, Pinterest - Analytics and tracking: GA4, Search Console, UTMs and conversion tracking - E-commerce: Shopify, Funnelish - AI: Claude, ChatGPT, Midjourney, Gemini, Atria, Gamma - Workflow: Microsoft 365, Slack, ClickUp, Notion Message me with your growth goals and let's see whether I'm the right fit.