Babs spent the bulk of his career at Unilever. Based in their London Headquarters, he was responsible for digital transformation across the marketing organization and oversaw a team that worked with Global Brands and local geographies to infuse Digital Strategy and Integrated Channel thinking into the creative development process. Under his leadership, Unilever was recognized as:

- One of the best and most innovative companies in its use of marketing.

- In 2008 & 2012, Unilever was named “Digital Marketer of the Year” by Advertising Age & in 2008 was named CPG marketer of the Year by MediaPost.

He was personally named:

• One of Advertising Age’s 2007 Media Mavens

• One of OMMA’s 2008 All-Stars

• One of The Internationalists “2009 International Marketers of the Year”

• One of The Media Festivals, 2010 Executives of the Year

• Digiday's 2011 top marketing “tweeter”

• One of the Internationalists 2013 top 100 marketers.

Most recently he was as a Senior Vice President at Paramount, leading on-air promotions, media, performance marketing, and data solutions. His directive was to modernize their media and digital marketing approach to drive linear ratings as well as streaming app downloads. 

Before Joining Paramount, Babs was Executive Partner, Management Consulting at IBM, where he led B2B marketing solutions for IBM’s Interactive Experiences (iX) division. 

Prior to joining Unilever, Babs spent 3 ½ years as the Vice President, Client Services for the interactive firm AGENCY.COM and several years at the advertising agency, DMB&B, most recently as a Vice President on Procter & Gamble