Unilever has appointed Ikea’s CMO Kirsten Hasler as chief marketing officer. She succeeds Anna Tracey and begins her new role in September.
Hasler, who is a regular on B&T’s CMO Power List has held Ikea’s top marketing role since 2022, leading a high performing team that oversaw IKEA’s market entry to New Zealand in 2025.
In March, Hasler revealed she was stepping down to find a new challenge.
At Unilever, Kirsten will lead marketing across ANZ, harnessing creativity to build desire at scale across all brands, strengthening brand power and stewarding social first demand creation in an increasingly dynamic consumer landscape.
“Kirsten brings a unique combination of deep brand-building experience and a people-centric leadership style, shaped over more than a decade growing one of the world’s most iconic brands,” Unilever ANZ chief executive Nick Bangs said.
“What stands out is her ability to build strong, connected teams and foster a culture where creativity and curiosity can thrive. As we continue to evolve how we connect with consumers across ANZ, her perspective and energy will be invaluable – and I’m really looking forward to the impact she will have as part of our ANZ leadership team.
“I’d like to thank Anna Tracey for her valuable leadership and contribution to Unilever ANZ over many years and wish her continued success in her new career chapter”.
Hasler was recently on a panel at Cairns Crocodiles with her Ikea colleagues from Korea and Japan to discuss how one of the world’s most recognisable brands stays locally relevant across very different markets.
Ikea heads of marketing Kirsten Hasler (Australia), Patrizia Rigassi (Japan) and Yuli Park (Korea) at this year’s Cairns Crocodiles.
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