Freddy Bharucha has been named the inaugural president of Procter & Gamble’s (P&G) North America personal care and beauty business, following five years as senior vice president of the company’s North America personal care division and Old Spice global brand franchise; in his new role, he will also oversee P&G Beauty’s media efforts, lead cross-category retail strategy and serve on the board of the Personal Care Products Council, remaining based in Cincinnati, Ohio.
P&G Beauty’s decision to create this new position is based on Freddy Bharucha’s proven track record of driving brand, business and organizational growth, with a focus on capitalizing on emerging synergies in the fast-paced North American beauty market while maintaining the independence of each category.
Bharucha’s extensive 21-year tenure at P&G, starting as an assistant brand manager and serving in various roles across personal care, skin care and hair care, has led to his promotion to president, a recognition of his leadership impact and mandate to strengthen connections with consumers, retail partners and stakeholders, said Alex Keith, CEO of P&G Beauty, and Markus Strobel, president of P&G Skin and Personal Care.
