Dive Brief: 

• Unilever's David Rubin is stepping into the newly created head of brand position at social media site Pinterest. 
• Rubin will oversee global brand marketing organization and will spearhead efforts to market the site, which has become popular among women, to men. 
• The executive brings over 15 years of Unilever brand experience to the table, including the launch of the Axe brand in the U.S. 

Dive Insight: 

Out of all of the social sites, Pinterest users are probably the most receptive to brands. That's why it makes sense to bring in a big brand veteran like Rubin. Attracting males to the site will be a tall order for the brand marketer, as the site already has a strong reputation for being geared towards women. His experience with male-focused brands like Axe could give him the edge he needs to succeed.