Caroline Gregory


AXE is back, and Caroline Gregory is the creative marketing powerhouse behind this transformation.

Her leadership of “The NEW AXE Effect” global campaign brings AXE back to its iconic status, whilst aligning its values with the greater Unilever mission and driving business growth with cheeky, bold content that goes straight to the heart of culture. Her passion to deliver unmissable work, with a laser-sharp focus on Gen Z is boundless. With brand talkability up +113%, billions of impressions amassed, 97% positivity rates and sold-out products - her ideas work. To name a few: First-ever Indoor Ads: During lockdown, AXE paid people to display one of their branded items in their homes and share them on Instagram. +4.000.000 users, €1.300.000 in earned media, new sign-ups every 1.8 seconds, and all sold out within a day. AXE harnessed Snapchat to turn Munich’s stadium into the Pride flag, just 48 hours after UEFA announced it was banning rainbow lights for the Hungary match. +500,000 people pledged their support and 11% of fans at the stadium used the filter. AXE created limited-edition DOGECANS based on the popular cryptocurrency, achieving 1.95Bn impressions over 14 days across 4 platforms (1.6Bn was organic.) Caroline walks every inch of the creative journey with her agency partners, defending the integrity of the ideas. She is willing to take risks and make sure the ideas are executed authentically and flawlessly. She is a force for creativity, and it shows.