The Procter & Gamble Company
Nayantara Bali’s career with Procter & Gamble in Asia has been long and varied, yet most people who have interacted with Ms. Bali in any of her roles agree that she is impressive, inspirational and an outstanding leader. In September 2012, she assumed new responsibilities as Vice President of P&G’s Global Skin Category and Olay Brand Franchise Leader. This follows the significant move by the company in mid-2012 to transfer its global skin, cosmetics and personal care business unit from its Cincinnati headquarters to Singapore in acknowledgement of the fast growth of the Asian Beauty Market. The move puts P&G closer to its largest customer base.
Other P&G divisions have already migrated from the company’s central headquarters in the US, including the Fabric Care and Braun business unit to Geneva, and the Baby Care division and Prestige Fragrance Group also to Singapore. Yet, the relocation of a group as large as skin, cosmetics and personal care to Singapore underscores the company’s commitment to expand its presence in emerging, fast-growth markets.
Ms. Bali’s marketing expertise will be put to good use. The global skin care market is estimated at nearly USD $100 billion. Asia’s portion of the skincare pie has been rapidly increasing and now accounts for almost half of all category purchases. Olay is already a multi-billion dollar brand, while SK-II, the P&G skin brand which originated in Asia, has also joined the billion dollar club.
Nayantara Bali joined Procter & Gamble India in 1988, moved to Bangkok and later to Singapore, and has a history of breakthroughs. She is credited with dramatically growing businesses and turning around sluggish brands. Her roles over the last decade in Singapore have included Vice-President Asia Male Grooming; Vice-President, Hair, Asean, Australasia, India, Korea; Vice-president , Baby & Feminine Care Asean/Australasia/India. We look forward to following her extraordinary marketing career with this important new move.
According to Ms. Jobin, “Branding business-to-consumer or business-to- business products has similar functions, but different priorities. B2C’s first priority is image, while B2B’s is trust. ABB’s re-branding journey focused on reputation and trust.” And the broader results from these efforts? There has been 69% uplift on brand metrics associated with ABB’s rebranding.
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