“Christy is a highly resilient, insightful and data-based global marketeer who can revisit a question tirelessly until the answer is understood and aligned. I saw Christy bring clarity to a fuzzy plan and convince others of an alternate (more strategic) path supported by a strong rationale. Christy would be a great addition to any team due to her straightforward manner, her global marketing savvy and her ability to deliver results in complex matrixed environments.”
About
Hi, I’m Christy Lebor, and I love building consumer brands and businesses.
I’m a…
I’m a…
Contributions
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You're managing a team in Product Innovation. How can you ensure they work together effectively?
In my experience, it can be as simple as incentives. Make sure everyone on the cross functional team (including leadership) has the right and connected KPIs associated to innovation in order to get their full bonus.
Experience & Education
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SmashBrand
View Christy’s full experience
See their title, tenure and more.
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Licenses & Certifications
Volunteer Experience
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Troop Co-Leader
Girl Scouts of Colorado
- Present 2 years 2 months
Children
Volunteer Troop Leader for Daisy/Brownie Troop 75955
Publications
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HBS Case: Unilever's Mission for Vitality
Harvard Business School
See publicationDove and Axe were two highly successful brands owned by Unilever, a portfolio company. Dove was a female-oriented beauty product brand that exhorted "real beauty" and not the unachievable standards that the media portrayed. In contrast, Axe was a brand that purportedly "gives men the edge in the mating game." Their risqué commercials always portrayed the supermodel-type beauty ideal that Dove was trying to change. Unilever had always been a company of brands where the consumer knew the brands…
Dove and Axe were two highly successful brands owned by Unilever, a portfolio company. Dove was a female-oriented beauty product brand that exhorted "real beauty" and not the unachievable standards that the media portrayed. In contrast, Axe was a brand that purportedly "gives men the edge in the mating game." Their risqué commercials always portrayed the supermodel-type beauty ideal that Dove was trying to change. Unilever had always been a company of brands where the consumer knew the brands but not the company, but recently there had been the idea to unify the company with an umbrella mission for all of its brands. This would turn Unilever into a company with brands, potentially increasing consumer awareness and encourage cross-purchases between the different brands. However, this raised questions about the conflicting messages between the brands' marketing campaigns, most notably between Unilever's two powerhouse brands, Dove and Axe. The case begins with COO Alan Jope anticipating an upcoming press meeting in New York City to discuss Unilever's current (i.e., 2005) performance and announce Unilever's decision to create an umbrella mission statement for the company. This case focuses on the central question of whether or not consistency between brand messages is necessary or inherently problematic.
Languages
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French
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