She spearheaded the transformation Unilever’s 47 digital hubs—which first launched in 2019 to move away from “old ways of marketing—from centralized business units previously staffed only by “digital marketers” (ie, programmatic, audience and social media specialists) to integrate talent from Unilever’s sales, digital and e-commerce teams.

“We now call them digital, marketing, media and commerce hubs,” she told Adweek in 2022. “[We’ve changed this] because it’s crucial that people start working together and think through the totality of the customer experience and not just one element of it.”

The marketer also oversaw the brand’s ongoing sustainability initiatives as well as its first foray into Web3 marketing through brands including Hellmann’s and Sure. As part of this, she positioned herself as an advocate for ensuring advertisers were responsible for making the next iteration of the internet safe.

“Web3 can’t become the problem of the next generation,” she said in 2022. “We have a window to act, [advertisers] must put their shoulders under this and build something that is inherently transparent and puts people first.”

During the World Federation of Advertisers’ annual Global Marketer Week conference in 2022, she delivered a keynote speech saying this revolution should be accompanied by the “development of substantial, new ethical infrastructures and policies”

She added: “The internet without trust is scandal.”

News of Braam’s exit dovetails with the announcement that Unilever’s chief financial officer (CFO) Graeme Pitkethly will retire in May 2024.