A well-known director of business-to-business e-commerce has a new job with a major international consumer brands manufacturer, helping it expand its global B2B and B2B2C online operations.

Marta Dalton, director of global e-commerce, Unilever

Marta Dalton is the new director of global e-commerce at Unilever NV, a global manufacturer of more than 400 consumer brands including such well-known labels as Axe and Lynx men’s grooming products, Dove soap, Omo and Heartbrand ice creams, Hellmann’s mayonnaise and Lipton tea.

Dalton joined Unilever from The Coca-Cola Co., where she was director of e-commerce for the soft drink beverage maker from September 2015 until earlier this month. At Unilever, Dalton will be based in Pittsburgh and will report to Badri Narayanan, global vice president of B2B e-commerce and Unilever’s route-to-market strategy of getting products to end customers. She will also work as a member of the global e-commerce leadership group reporting to Keith Higgins, global executive vice president of e-commerce, omnichannel and smart data.

Unilever, with headquarters in London and Rotterdam, Netherlands, says Dalton will be in charge of “collaborating with information technology on e-commerce technology needs, expanding use of existing implementations and bringing these capabilities to new markets around the globe,” a Unilever spokesman says.

“Marta will focus on growing business-to-business and business-to-business-to-consumer, or B2B2C, e-commerce across Unilever,” he says.

Unilever has a growing global e-commerce business, which in 2017 accounted for about 4%, or 2.11 billion euros (US$2.41 billion), of total company sales of 53.68 euros ($61.68 billion).

“We are actively driving e-commerce sales in 39 markets,” the company says in its 2017 annual report. “Our focus is to build a balanced e-commerce business model, growing across e-retailers, bricks-and-mortar online sales and direct-to-consumer businesses.”

In particular, Dalton will focus on growing Unilever’s international e-commerce business, the spokesman says. “Unilever has existing implementations for B2B and B2B2C in several markets, the most notable being CompraUnilever in Brazil,” the spokesman says.

Based in São Paulo, CompraUnilever is a direct-to-consumer e-commerce site that includes more than 200 Unilever products in such categories as food-and-beverage and personal care.

Prior to joining Unilever and Coca-Cola, Dalton also worked as manager of web marketing at ANSYS Inc. and as manager e-commerce and digital strategy at WESCO Distribution.

Dalton will speak at next month’s B2B Next conference in Chicago on how to choose vendors of e-commerce technology. She will also participate in a B2B Next panel about case studies in B2B e-commerce.

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