Seven Bucks Companies, the multimedia empire built by Dwayne “The Rock” Johnson, has appointed Cara Robinson, a seasoned executive from Unilever and SheaMoisture, as its first chief brand officer. In this newly created role, Robinson will spearhead growth, brand strategy, and creative direction for the company’s expanding portfolio, including the men’s grooming line Papatui and the fitness-focused Project Rock apparel, alongside Teremana tequila, Zoa energy drinks, and related Project beverages.
The hire signals Seven Bucks’ aggressive push into consumer packaged goods, where Johnson’s personal star power has already fueled viral campaigns. Robinson steps in at a pivotal moment, as Papatui recently expanded into fragrances in 2025, with Johnson himself starring in promotions that blended his authentic persona with product innovation. Project Rock, backed by Under Armour, continues to leverage Johnson’s WWE roots and Hollywood muscle to drive apparel sales, positioning it as a cornerstone of the portfolio’s athleisure segment.
Robinson brings a formidable 25-year track record in brand transformation. Most recently, she served as CEO of beauty and wellbeing for Unilever North America, overseeing a $2 billion portfolio that encompassed Dove, SheaMoisture, and Vaseline. Prior to that, she led SheaMoisture as CEO, navigating the brand through inclusive marketing that resonated with diverse consumers and boosted its market share in the competitive natural hair care space. Her career also includes stints at Clinique, Nars, and Johnson & Johnson, where she honed expertise in commercial strategy, marketing, and operations.
Dwayne Johnson, in a statement, praised Robinson’s fit for the company. “Cara brings an exceptional combination of strategic vision, brand-building expertise, and proven leadership to Seven Bucks,” he said. “Her track record of transforming iconic brands and driving meaningful growth aligns perfectly with our mission to create authentic, innovative content and consumer experiences. I’m thrilled to have her on our team.” For a company synonymous with Johnson’s larger-than-life image, Robinson’s CPG pedigree could professionalize the brand machine while preserving its founder’s unfiltered appeal.
Robinson echoed the enthusiasm, emphasizing her intent to apply consumer goods savvy to Seven Bucks’ ventures. “I’ll leverage my CPG experience to help Dwayne and his team shape and scale a diverse portfolio of brands, while staying true to the authenticity and passion that define everything Seven Bucks creates,” she stated. “I can’t wait to get started.”
This appointment comes amid a broader executive shuffle in consumer brands, as global giants like Walmart and Nestle grapple with CEO turnover. Seven Bucks, however, appears to be building out its leadership to match its ambitions. The company has long blurred lines between entertainment and commerce—producing films, TV, and digital content while launching products that tap into Johnson’s 400-million-plus social media following. Papatui, for instance, targets men seeking premium, no-fuss grooming, with scents and formulations that nod to Johnson’s island heritage and rugged lifestyle. Project Rock, meanwhile, embodies his gym-bro ethos, offering performance gear that promises to “be seen, be heard, fuel your fire.”
Out-of-home (OOH) advertising stands to play a starring role in Robinson’s playbook. Johnson’s brands have thrived on high-impact visuals—think massive billboards of The Rock flexing with a Teremana bottle or dominating gym murals for Project Rock. Papatui’s fragrance launch likely dominated urban transit hubs and sports arenas last year, capitalizing on experiential OOH to drive impulse buys. With Robinson at the helm, expect bolder integrations: digital OOH screens syncing with Johnson’s event appearances, geo-targeted wraps on fitness centers promoting Project Rock, or immersive installations blending Papatui’s scents with AR activations. Her Unilever days, scaling Dove’s body-positive campaigns and SheaMoisture’s cultural storytelling, suggest a mastery of OOH’s emotional pull—static displays that evolve into cultural conversations.
Seven Bucks’ growth trajectory underscores OOH’s enduring power in a fragmented media landscape. Teremana, Johnson’s ultra-premium tequila, has used landmark placements like Times Square spectaculars to signal luxury accessibility, while Zoa’s neon-drenched energy drink pushes have lit up convenience store clusters and music festivals. Project Rock’s Under Armour partnership amplifies this, with co-branded OOH dominating NFL stadiums and CrossFit boxes. Robinson’s arrival could supercharge these efforts, applying data-driven precision from her Unilever tenure to optimize dwell times, foot traffic, and conversion metrics.
The move also reflects Johnson’s evolution from wrestler-actor to mogul. Seven Bucks, founded without co-founder Dany Garcia’s involvement in its core companies (though she co-founded the productions arm), now boasts a C-suite infusion to sustain momentum. Past hires, like Universal’s Maya Lasry as chief marketing officer in 2019, focused on media; Robinson pivots to pure brand equity. As consumer goods face headwinds—evident in recent C-suite churn—Seven Bucks bets on authenticity over algorithms.
For OOH specialists, this is a watchlist development. Robinson’s mandate to “scale a diverse portfolio” likely includes amplifying Papatui’s grooming revolution and Project Rock’s apparel dominance through street-level dominance. In an era of Super Bowl spots and programmatic buys, her expertise could revive OOH as the visceral connector between Johnson’s charisma and consumer wallets, turning passive passersby into loyal fans. With Johnson fronting campaigns, the synergy promises ads that don’t just sell—they electrify.