Tena and Bodyform owner Essity hires marketing chief

Global hygiene and health company Essity, whose brands include Tena, Cushelle, Plenty and Bodyform, has appointed a former Reckitt and Mondelēz International chief to head up its regional consumer marketing in the UK, ROI and MEA.

Nuria Antoja has over 20 years of commercial experience, which spans multiple countries, industries, and roles, including marketing and sales senior positions at Henkel, Mondelez and Reckitt.

Her multi-industry background in food, healthcare and beauty, has seen her drive profitable growth and market share through consumer-led strategies. Throughout her career, she has successfully led iconic campaigns for brands loved by multiple generations of consumers, including Cadbury, Green & Blacks, Dettol, Durex, Nurofen, Gaviscon, Milka and Suchard.

Antoja’s work has consistently emphasised brands with a genuine purpose.

Her recent joining of the Anti-Greenwash Charter Advisory Council reflects this commitment; Essity actively works to close the gender health gap, break down barriers to well-being, and adopt innovative strategies to drive both environmental and social sustainability.

Essity VP of sales and marketing, consumer goods UKI & MEA Lee Doherty said:  “Nuria is an inclusive, energetic, and experienced leader with strong capabilities in digital and net revenue management. Her experience as sales director during her time at Mondelēz, combined with her vast knowledge and background in marketing roles makes her a great addition to the team.

“As we approach the end of 2024, we’re reflecting on some fantastic results over the last 12 months and looking ahead to more profitable growth in 2025. We’re excited about Nuria’s contribution and are confident that 2025 will be another productive and successful year.”

Antoja, who will be based at the company’s consumer goods UK headquarters in Didsbury, Manchester, added: “I already feel at home here at Essity. The company’s values align closely with my own, and I’m excited to contribute to Essity’s mission. I’m passionate about people leadership and the power of inspiration—bringing together diverse individuals for a shared purpose and fostering a coaching culture where everyone has the opportunity to grow and thrive.

“I admire all the great work done by Essity with brands like Bodyform or Tena breaking taboos on women’s health, and I am eager to bring a holistic, consumer-first approach to the Essity team, drawing on my experience leading large teams, developing long-term strategies, building strong brand propositions, and continue creating fearless, award-winning brand equity campaigns and activations.”

Antoja’s appointment follows a series of strategic senior hires by Essity in the UK and ROI, including Olivia Slater as commercial director for the professional hygiene business unit, Nicola Conway as commercial director for consumer goods, and Kate Prince as senior public affairs manager.

Essity insists this team expansion underscores its commitment to creating a positive workplace in which women can thrive in leadership roles.

Related stories
Tena Men bolsters ‘leaky defences’ with rugby tie-up
Gen Z ‘the most receptive to ads at sporting events’
FMCG rivals join forces to fight soaring hygiene poverty
Ocean lines up top brands for Olympic fan experiences
Humorous Euros advertising ‘hits top corner of the net’

Be the first to comment on "Tena and Bodyform owner Essity hires marketing chief"

Leave a comment