On May 21st, Shazia Syed, the General Manager of Personal Care for Pakistan, Turkiye, Arabia, and Bangladesh (PTAB) and Head of Arabia, had the incredible honor of speaking at the prestigious Fortune Most Powerful Women Intl. Summit in Riyadh. This event brought together some of the most influential leaders from around the world, including country governors, mayors, CEOs of multinational companies, and founders.
Shazia Syed shared her valuable insights on the topic of “Elevating Customer Experience.” She discussed how Unilever is at the forefront of reimagining consumer engagement through the innovative use of technology and a deep understanding of diverse markets. Her speech highlighted the importance of leveraging cutting-edge solutions to enhance customer interactions and deliver exceptional experiences.
Unilever has adopted three key actions to elevate consumer experience:
- Embedding brands into culture.
- Leveraging AI and digital tools to enhance consumer experience.
- Transforming demand into reality.
Embedding brands into culture requires authenticity and an understanding of cultural trends. For example, Dove’s latest initiative in Saudi Arabia aims to support in widening the definition of beauty, helping to ease the intense beauty pressures for girls as they cross the threshold to womanhood, reaching more than 30,000 students with the campaign "مبروك كبرت" (Mabrook Keberti).
With the rise of women and sports in Saudi Arabia, Rexona marked the first official partnership for the Saudi Arabia Women’s Football National Team with the Saudi Arabian Football Federation (SAFF). This historic three-year deal is set to significantly advance women’s football in the Kingdom.
AI plays a significant role in creating personalized content. It helps understand consumer needs, create tailored content, and optimize the effectiveness of marketing efforts. For instance, in Tresemmé, AI tailors product benefits for different hair types, such as curly or straight hair.
Unilever is focused on generating desire at scale—not just for products, but also for the act of purchasing. The company partners with retailers to create immersive in-store activations that offer exclusive product experiences, amplified online through influencers. This approach creates a powerful loop—turning online engagement into offline conversion—delivering value for both the brand and retail partners.
The summit was a remarkable gathering of leaders shaping the future of their industries. Shazia's participation underscored Unilever's commitment to driving positive change and fostering a culture of innovation and excellence.