‘Purpose’ became a buzzword for years, overused and often misapplied. I believe a brand’s first responsibility is to add joy to people’s lives every day through consistently great product experiences. Only after mastering this should a brand consider a larger social purpose.
In the dynamic world of global brand building, few leaders have made as profound an impact as Shalini Seneviratne. Currently the Marketing Director, Baby and Child Care at Kimberly-Clark, and formerly the Global Marketing Director at Unilever, Shalini’s career spans over two decades of driving innovation, leading billion-dollar brands, and crafting award-winning campaigns that have touched lives across continents. Her leadership journey has taken her from Sri Lanka to Singapore, Vietnam, the USA, and Ethiopia, managing iconic brands in Personal Care, Beauty, Baby, and Home Care.
A recipient of multiple Cannes Lions and Effie Awards, Shalini is both a creative force and a strategic powerhouse. Beyond the boardroom, she is an avid traveller who has explored all seven continents and visited 98 countries, documenting her adventures on her blog ‘Couple of Travel Junkies.’ Her mission: to reach 100 countries by 2026. In this edition of Legacy Builders, we speak with Shalini about leadership, resilience, and purpose, uncovering the values and vision that have shaped her career and legacy.
Early Life and Education
I went to Bishop’s College, which gave me a strong foundation. I then earned my degree at Edith Cowan University and completed my CIM qualification right after. I joined Unilever through their Management Trainee program, an experience that felt like going to university all over again. Later, I pursued my MBA at the University of Colombo. When I think back to my childhood, what stands out most is dancing. I began as a Kandyan dancer, completed my Ves ordination, and later performed with the Channa-Upuli Performing Arts Foundation as well as the El Latino Dance Academy.
Q You’ve led some of the world’s most iconic brands. How do you balance creativity with the commercial realities of running billion-dollar categories?
Creativity and commercial performance are not opposing forces. Creativity must work for the business, it should be anchored in real business problems, a clear strategy, and strong consumer insights. Great ideas aren’t just different; they’re relevant, meaningful, and aligned with the brand’s goals. If it doesn’t move people, it won’t move product. But if it doesn’t sell, it’s just noise. The sweet spot is work that wins hearts and wins in market.
Q Your award-winning campaigns like Lifebuoy – Help a Child Reach Five, have had strong social impact. How important is purpose-driven marketing in building lasting brand equity?
‘Purpose’ became a buzzword for years, overused and often misapplied. I believe a brand’s first responsibility is to add joy to people’s lives every day through consistently great product experiences. Only after mastering this should a brand consider a larger social purpose. With Lifebuoy, our promise was to protect people from germs that cause everyday illnesses like flu and diarrhoea. Once we consistently delivered on that promise, we could expand to a bigger mission; saving lives. This social impact work strengthened brand equity, but only because we had the basics right first.
Q In today’s fast-changing consumer landscape, what is the future of brand storytelling?
The future is less about ‘telling’ and more about ‘inviting.’ Consumers are creators and critics. Brands can’t just broadcast, they need to show up like people, with personality, a point of view, and the willingness to engage in two-way relationships.
This means shifting:
From control to collaboration: Co-create with your audience, and let others speak for your brand.
From campaigns to ecosystems: Build a continuous storytelling system across platforms with a consistent brand promise at its core.
From polished to participatory: Be real, relevant, and invite consumers in.
While formats evolve, the fundamentals remain: start with a powerful human truth, an emotional core, and a clear brand role. That’s how brands endure.”
Q What does it truly mean to be a “legacy builder” in the corporate world?
It’s not about titles or awards. It’s about making things better because you were there, leaving a business that will thrive and people who are stronger and more inspired. The most meaningful legacy multiplies through both the brands you’ve built and the people you’ve touched, growing beyond what you ever imagined.
Q Your travels span seven continents and nearly 100 countries. How has this shaped your leadership?
Travel, especially the more adventurous kind, has been one of my greatest teachers. It’s taught me to adapt quickly, question assumptions, and find common ground with people from very different backgrounds. In business, especially when leading diverse teams, those same skills, listening, understanding cultural nuances, and staying open; are invaluable. Leadership isn’t about having all the answers; it’s about connecting, adapting, and leading with humility and empathy.
Q One piece of advice for young women aspiring to lead globally?
Don’t wait to be ‘ready.’ Step in before you feel 100% qualified and grow into the role, confidence often follows action. Many women unintentionally prioritize their partner’s career over their own. I’ve lived a different truth, one where both partners support each other’s growth. I couldn’t have had my global career without my husband moving countries for my job three times, or without family support in raising our child. There’s no one mould for global leadership, it’s about showing up fully with ambition, purpose, and the freedom to define success on your own terms.
Q What excites you most about the future of marketing?
AI, well, partly joking, but it is on everyone’s mind. What excites me is that the rules are being rewritten. This opens space for braver, bolder, more human brands to thrive. I’m excited about creativity powered by data and technology, enabling personal storytelling at scale.
But more than that, I’m excited to balance purpose with performance, storytelling with systems, and speed with soul.
Q What’s next; professionally and personally?
I’m grateful for the journey so far, but in many ways, I feel like I’m just getting started. Professionally, I’ve changed roles for the first time in 18 years, and I’m eager to push boundaries and shape the next generation of bold, modern marketers. Personally, my son is starting Grade 1, and I’m looking forward to seeing the world anew through his eyes. It’s a reminder that leadership at home matters as much as leadership at work.
Q So, what’s next?
More impact, more meaning, and more joy; every day.
