Seventh Generation Appoints Shalini Stansberry as CMO: A New Chapter in Sustainable Marketing
Seventh Generation, the leader in eco-friendly household products, has taken an exciting step toward innovation and growth with the appointment of Shalini Stansberry as their new Chief Marketing Officer (CMO). This move, announced in a press release, follows the recent hiring of Kathleen O’Brien as CEO, who is set to "usher in the next phase of the company’s journey" by focusing on expanding its line of plant-based cleaning products.
A Proven Track Record in Building Brands
Stansberry joins Seventh Generation from Ferrero, where she spent nearly nine years in various leadership roles, including as Vice President of Marketing for Kinder Snacking. Her tenure at Ferrero was marked by successful initiatives, such as the launch of Kinder Chocolate in the U.S. in 2023, which alone added a whopping $125 million in retail sales to the brand. Furthermore, the Kinder Bueno brand has risen to prominence, becoming one of the top 20 brands capturing the attention of Gen Z consumers, as highlighted by Ad Age and The Harris Poll.
Stansberry’s arsenal also includes experience from Newell Brands, well known for Sharpie, and Beiersdorf, where she played a crucial role in steering the Nivea brand. Her extensive expertise makes her a valuable addition to Seventh Generation’s leadership team.
Embracing Purpose-Driven Marketing
With a clear mandate to attract new consumers to Seventh Generation, Stansberry’s vision aligns seamlessly with the company’s purpose-driven mission. She has expressed her enthusiasm for joining the organization, citing its commitment to sustainability as a key factor. Unilever’s acquisition of Seventh Generation in 2016 for approximately $700 million was a significant milestone, underscoring the growing popularity of sustainability-focused brands during that period. Consumers are increasingly interested in sustainable cleaning products, highlighting the opportunity for Seventh Generation to capture a larger market share.
Navigating Challenges in a Changing Landscape
Despite the rising interest in eco-friendly products, many companies have hit the brakes on their sustainability initiatives due to the more complicated political climate surrounding purpose-driven marketing. Unilever itself is undergoing an extensive restructuring process, aiming to divest low-performing units, including some of its food brands, as detailed in this report.
In a bid for growth, Unilever’s marketing strategies have evolved under new leadership, with an increased focus on social media and influencer partnerships. This strategic pivot is essential, especially as the home care segment has lagged behind other areas, posting an underlying sales growth of just 0.9% in Q1. Unilever maintains a cautious outlook for the entire year, targeting an underlying sales growth of 3% to 5% in 2025, as reaffirmed in its April earnings report.
Conclusion
Shalini Stansberry’s appointment as CMO marks a pivotal moment for Seventh Generation. As the company navigates the complexities of today’s market, her innovative mindset and proven track record in brand-building will be instrumental in accelerating growth and further solidifying Seventh Generation’s position as a leader in sustainable household products. With a renewed focus on purpose-driven marketing and consumer engagement, Seventh Generation is poised for a dynamic evolution, steering towards a greener future.
Are you excited to see what Stansberry’s leadership will bring to the table? Join the conversation about sustainable marketing strategies and how they shape consumer preferences!
