Saffron Inkster is the Global Masterbrand Director for Dirt Is Good, the world’s largest laundry brand, at Unilever (known locally as Persil, OMO, Surf Excel, Breeze, Rinso, Ala or Skip). She leads one of the world’s most iconic and far-reaching consumer brands and is responsible for stewarding it across more than 50 markets and over 500 million households worldwide.
Under her leadership, Dirt Is Good is driving culture through standout partnerships with Arsenal FC and F1 Academy. Recent work, including Dirt Is Glory and It Starts Outside, ranks among the brand’s most engaging and successful campaigns to date.
With a career spanning Mars, PepsiCo and Santander, Saffron is passionate about building brands that earn their place in culture and translate that relevance into commercial growth at scale. Her work focuses on modern brand-building through unlocking partnerships, creating meaningful connections with communities and ensuring legacy brands remain distinct in an ever-changing cultural landscape.