P&G appoints first president for North America personal care and beauty operations

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Freddy Bharucha has been named Procter & Gamble’s first president, North America personal care and beauty operations.
Formerly the company’s senior vice president for its North America personal care division and Old Spice global brand franchise of five years, Bharucha will now also lead P&G Beauty’s media efforts, head up its cross-category retail strategy and serve on the board for the Personal Care Products Council.
Bharucha will continue to be based in Cincinnati, Ohio, as he commences the new role.
“With a consistent track record of brand, business and organizational growth, Freddy is well-positioned to take on this newly created position,” said P&G Beauty chief executive officer Alex Keith and Markus Strobel, president of P&G skin and personal care, in a joint statement.
“While our categories will continue to operate independently, the unique needs of the fast-moving North America beauty market create an equally important opportunity to harness emerging synergies across these businesses.”
Bharucha joined P&G more than 21 years ago as an assistant brand manager and has since occupied roles operating within each of the beauty conglomerate’s personal care, skin care and hair care categories.
“I’m simply humbled by this recognition and honoured to be entrusted with the opportunity to play an even more hands-on role in P&G Beauty’s continued evolution, especially to strengthen connections with our consumers, retailer partners and other stakeholders,” Bharucha said in a statement.
Keith and Strobel added: “Freddy’s promotion to president is a clear recognition of the impact his leadership has already made. We’re excited for him to further leverage his expertise, foresight and growth mindset across our entire North America business.”


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