P&G is creating a new position in its personal care and beauty division, but only in North America. The new position is Chief Operating Officer of the division and the first person to take up the position is Freddy Bharucha.
Bharucha has been elected and appointed as the inaugural president of Procter & Gamble's (P&G) personal care and beauty operations in North America. Freddy Bharucha has served for five years as senior vice president of the company's North American personal care division and the global franchise for the Old Spice brand.
The newly appointed COO will oversee P&G Beauty's media efforts, lead cross-category retail strategy and serve on the board of the Personal Care Products Council.
The company is confident in Freddy Bharucha's experience and has made the decision to create this new role in order to drive brand and revenue growth.
Bharucha began his career at P&G as a deputy brand manager and has held a variety of roles in personal care, skin care and hair care. With this new challenge, the company is recognising his leadership impact and tenure in strengthening connections with consumers, retail partners and stakeholders, as outlined by Alex Keith, CEO of P&G Beauty, and Markus Strobel, president of P&G skin and personal care.