IKEA marketing chief Kirsten Hasler takes CMO role for Unilever Australia

Former IKEA Australia marketing chief Kirsten Hasler has been appointed chief marketing officer of Unilever Australia and New Zealand, taking on one of the region’s biggest consumer brand portfolios.

Hasler joins after more than 14 years with IKEA to lead marketing across Australia and New Zealand, with responsibility for brands spanning beauty, personal care, home care and food, including Dove, Rexona, Lynx, OMO, Liquid I.V and Streets Ice Cream.

Hasler succeeds Anna Tracey and will start on 1 September.

Nick Bangs, CEO of Unilever ANZ, said Hasler brings deep brand-building experience and a people-focused leadership style.

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“Kirsten brings a unique combination of deep brand-building experience and a people-centric leadership style, shaped over more than a decade growing one of the world’s most iconic brands,” Bangs said.

“What stands out is her ability to build strong, connected teams and foster a culture where creativity and curiosity can thrive.

“As we continue to evolve how we connect with consumers across ANZ, her perspective and energy will be invaluable – and I’m really looking forward to the impact she will have as part of our ANZ leadership team.”

Bangs also thanked Tracey for her leadership and contribution to the business.

“I’d like to thank Anna Tracey for her valuable leadership and contribution to Unilever ANZ over many years and wish her continued success in her new career chapter,” he said.

Hasler’s appointment gives Unilever a senior marketer with experience leading a major global retail brand through brand-building, customer insight and market expansion.

She also joins at a pivotal time for the FMCG giant, as the company pushes harder into sport, social-first demand creation and entertainment-led marketing.

Globally, Unilever has increased brand and marketing investment to its highest level in more than a decade, while shifting more media spend toward social channels and creator-led activity.

In Australia, its brands have also been active in culture-led campaigns, including a World Rugby partnership across the Women’s Rugby World Cup 2025, the Men’s Rugby World Cup 2027 in Australia and the Women’s Rugby World Cup 2029, as well as Vaseline’s TikTok-first reality dating series The Afterglow.