Dean

Dean Aragón

CEO & Vice-Chairman
Shell Brands International AG

In a career that has spanned 33 years, Dean Aragón has worked on developing, activating and commercializing market-leading, global brands.

Dean is the CEO & Vice-Chairman of Shell Brands International AG - a Shell subsidiary that develops and protects the Shell trademark, for licencing to Shell companies and third parties.

He is also Global Vice-President - Brand, for the entire Shell group, leading the development of overall brand strategy, brand policies and brand standards. This includes thought-leadership in corporate brand advertising, digital-social media and creative solutions.

As a marketer, Dean focuses on leveraging the power and potency of a brand by harnessing its ‘humanity'. It ensures customers or stakeholders buy into a brand's ethos and buy its value propositions. This comes from a belief that whether it’s B2B or B2C or B2B2C, it’s really all B2Humans.

Prior to Shell, Dean spent 15 years in senior Brand Development roles at Unilever, across a range of categories and markets: Regional Category VP – Deodorants Asia & Africa [Manila]; Regional Brand VP NEAsia & Greater China – Dove Skincare [Bangkok, Tokyo and Shanghai]; Global Brand VP – Sunsilk [London]; Sr. Global Vice President – Salon Haircare Category [London].

Dean is involved in various industry forums: Board of Directors - ANA (Association of National Advertisers), Adweek Sustainability Council, Facebook Client Council EMEA, Steering Group for BRIM (Black Representation In Marketing).

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