Leadership Lens: Paul Matthews
In 2024, before joining forces with Taylor Bennett to create Taylor Birchwood, Birchwood Knight celebrated its 15th birthday. To mark the occasion, Wayne Reynolds conducted interviews with a wide range of highly accomplished corporate affairs leaders about their experience and views of the function. This interview is with Paul Matthews who leads communications and corporate affairs at Unilever.
Bio
Head of Communications and Corporate Affairs, Unilever (current)
VP Media Relations, External Affairs, Digital Channels and Reporting, Unilever (2016 to 2018)
Global Communications Director, Issues, External Affairs and Reporting, Unilever (2015 to 2016)
Communications Director, Global Functions, Unilever (2013 to 2015)
Senior Corporate Media Relations Manager, Unilever (2011 to 2013)
Media Relations Manager, Unilever (2008 to 2011)
What advice would you give to yourself 15 years ago?
It is better to know the right questions, than to have the right answers.
How has corporate affairs changed over the last 15 years, and what do you expect next?
Our context has changed profoundly. A lower trust, more polarised and politicised world; the growth in activism of all forms; the rise of the multi-stakeholder model; the fragmentation of the media and channel landscape. And much more beyond. In my experience, the key changes to the “what” and “how” of corporate affairs have come from us having to anticipate and adapt to these shifts, as we help our businesses shape and navigate their operating environment.
As for what’s next, the twin impacts of the AI revolution and the climate emergency will require organisations to possess far deeper levels of expertise in managing change. Corporate affairs teams will have to play a critical role in helping businesses transform effectively, and at speed, as they confront these forces. Great change management capability is going to become a real superpower for organisations…and for our teams.
What three skills does a modern-day corporate affairs director need? And if you could pick only one, which would it be and why?
Good judgement. Ability to listen. Courage to challenge. It’s hard to pick one, as they often require each other to be done well.
What do you love about the job?
Firstly, the sheer variety in the work. Both in terms of the different responsibilities held within the corporate affairs role, and the breadth of different topics we have to be across. In that regard, I really do think our roles are quite unique.
Secondly, the global nature of the role. Unilever is probably the world’s most global company – with products sold in 190 countries – which makes it very diverse and stimulating. As part of this, leading a team with great people from dozens of different countries and cultures is really very energising.
Lastly, at the risk of jinxing myself, the unpredictability. I like having that “what might happen today?” feeling when I start the day. A crisis, an unexpected turn of events, whatever it might be. There’s something exhilarating about it… unless it all kicks off on day one of your summer break.
If you didn’t work in corporate affairs, what would you do instead?
Conflict resolution has always interested me, so perhaps something in that. If competence wasn’t a factor, I’d love to be an architect.
What was the last book you read?
Killing Thatcher by Rory Carroll, about the IRA bombing of the Brighton Grand Hotel. It was exceptional.
What would be your specialist subject on Mastermind?
The Pret sandwich offering opposite our office.
What do you enjoy doing away from the office?
Messing about with my kids. Sea and fly fishing. And, despairingly, following Southampton FC.
If you enjoyed this you may also like Wayne’s interviews with:
Carolyn Esser, Chief Corporate Affairs Officer at Darktrace.
Greg Dawson, Group Director of Corporate Affairs and Sustainability at DS Smith
Rachel Hopcroft, Corporate Affairs Director at KPMG UK
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8th October 2024